Social Media: The New Engine of PR

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Social Media:The New Engine of PR

Paul FurigaWordWrite Communications

Slippery Rock University PRSSA| September 21, 2011

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First, let’s set the stage . . .

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What is social media all about?

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Who’s best skilled at conversation?

• Traditional advertising/marketing• Public relations• Social media

technologists

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It’s not social media technologists. . .

• Because it’s all about thetechnology, not the people

• The medium is NOT the message!

• It’s not how fast or broad your message is, it’s about the conversation!

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It’s not advertising because that’s. . .

• When you come in to the office after your big date and brag about how great you were.

• It’s all about what you say about yourself.

• Ultimately, the only response is Buy! Buy! Buy!

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It’s public relations because that’s . . .

• When your datecomes into the office the morningafter your big dateand tells everyonehow great you were.

• It’s all aboutThird-party validation — what other people say about you.

• And validation occurs through conversation.

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Public relations is it because . . .

• WordWrite’s definition: Good social media taps the deep and elemental human love of stories to build two-way, ongoing relationships with the audiences you need to reach.

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PR has always been a conversation . . .

• Conversations withreporters lead to stories

• Conversations withinfluencers lead topublic support

• Conversations withcustomers lead to sales

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Do the conversation math . . .

• If Public Relations = Conversations• And Social Media = Conversations• Then Public Relations + Social Media =• Social Media:

The new engine of PR

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How so?

• PR techniques translate to social media• You pitch reporters, you pitch bloggers• You monitor the media, you monitor social

media• You create content for both

– Bylines to blogs– Pitches to posts– Video news releases to YouTube video

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If this is true, what is the future of PR?

• An increasing need for social media savvy• A fundamental understanding of conversation• A comprehensive understanding of PR tools

and techniques

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If this is true, what is the future for YOU?

• Become savvy aboutsocial media

• Become a conversationalist• Learn PR tools

and techniques

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A few words about WordWrite . . .

• A PR firm with the most valued public relations model in the world (StoryCraftingSM).

• 100 percent growth this year; hired 3 in last 3 months

• A “small giant” built on guerrilla strategies:– Created our own “secret sauce” in StoryCraftingSM

– Use StoryCrafting to reposition us at the front end of the marketing value chain

– Smart application of complementary tools and processes (Hubspot)

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WordWrite . . . 2011 and beyond

• Among new/expanded clients in 2011:– BAE Systems, Inc.– Buck Consultants (Atlanta, Philadelphia)– Center for Victory– Kennametal– Light of Life Rescue Mission– SAE International– Tender Care (Bradford Child Care Services)

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Thank you! Questions?

Linked In:www.linkedin.com/in/paulfurigawww.linkedin.com/companies/wordwrite-communicationsTwitter: @paulfuriga / @wordwriteprOnline:www.wordwritepr.comwww.wordwritepr.com/blogstorytellingpaul.furiga@wordwritepr.com