How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 1/28

\dnarmkis ptlnmqtds dr

Híbmas skcmatz

Ckhhdir ikr|d hírmd| a cjaigí –

kt iki ;

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 2/28

Ckhhdir c Ӓramr auair )))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 3/28

Ti ptlnmc)))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 4/28

Bds okt|ianmsrds)))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 5/28

Nd |ístnrar)))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 6/28

Híbmas Skcmatz– rktr à cjaigd|

!;Ktm

Eacdlkkf. Rwmrrd|.]ahhd| drc) – c”dsrpnts qtd bds ktrmns mns

kir cjaigí ikr|dhírmd| p|kekibíhdirdr pnts |mdi dsr na hïhd

Iki

\mdi à cjaigd| – \P drckhhtimcarmki |dsrd\P dr ckhhtimcarmki.qtd nds ktrmns skirbmeeí|dirs

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 7/28

Diemi ikts pktukis r|auamnnd| bais n ”dsp|mr bdikr|d hírmd|

C”dsr ikr|d hírmd| bd ckhhtimqtd| audc nd¦ ptlnmc ¶

Ikts aukis hamirdiair nds ktrmns pkt| dir|d| dickhhtimcarmki mird|acrmud dr bm|dcrd– íralnm| tidbmsctssmki

Na uí|mrí – dir|d nds bdtz

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 8/28

1 Bíudnkppd| tid sr|arígmd (

Dsr(cd pkt| ukts ;¦ Ikts atssm ¶ cd i'dsr pas ti a|gthdir ( ukts bdud aukm| ti u|amldskmi dr ukts sktjamrd |íanmsd| ti klodcrme bkiií

Ckhhdicd| pa| ícktrd| dr íuantd| ukr|d mibtsr|md pkt| mbdirmemd|nd hdmnndt| hkbd pkt| bíltrd| pa| dzdhpnd uma ?

Skcman Hdirmki.www)skcmanhdirmki)ckh

Rdcjikc|arm. www)rdcjikc|arm)ckh

Rwmrrd|. sda|cj)rwmrrd|)ckh

Gkkgnd. lnkgsda|cj)gkkgnd)ckh. www)gkkgnd)ckh+and|rs

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 9/28

1 Bíudnkppd| tid sr|arígmd (

Dsr(cd lki pkt| ukts ;Ukr|d jmí|a|cjmd – b'acck|b pkt| ckhhdicd| ;

Aud (ukts nds |dsskt|cds iícdssam|ds ;

Híbmas skcmatz iícdssmrd tid deek|r nkigtd bt|íd) Bkir n'acck|bpkt| pd|skiidn dr ltbgdr dsr p|mhk|bman

Aud (ukts nd rdhps ;

Híbmas skcmatz dsr tid ha|arjki 8 ça p|dibs bt rdhps auair nds|ístnrars skir íumbdirs

Dsr(cd tid p|mk|mrí pkt| ukts ;

Aud (ukts mbdirmemí uks klodcrmuds ;

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 10/28

< Bíudnkppd| tid sr|arígmdCkhhdir aukm| ti KF

Ckhhdicd audc ukr|d pnai b'aeeam|ds. na sr|arígmdha|fdrmig dr aian}sd bd ha|cjí) Sk}d |íanmsrd. híbmasskcmatz id ckisrmrtdir pas tid |ípkisd timud|sdn

Qtm bais ukr|d ptlnmc trmnmsd nds híbmas skcmatz ;

Cnmdirs. ekt|imssdt|s. okt|ianmsrds. pa|rdiam|ds.dhpnk}íds)))

Qtdnnd pnard(ek|hd ;Eacdlkkf. ]ahhd|. Rwmrrd|. Nmifdb(Mi. Umbadk))) ;

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 11/28

< Bíudnkppd| tid sr|arígmdCkhhdir aukm| ti KF

Mbdirmemd ltrs drklodcrmes

R|ktud| uksatbmdicds

Bíudnkppd| naracrmqtd

Mbdirmemd nds hdst|ds

Nd pnai bd ckirdit

Mbdirmemd nds |dsskt|cdsBm|dcrmuds dr ek|harmki

Hamirdiaicd dr at(bdnà

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 12/28

3 Bíudnkppd| tid sr|arígmdLtrs dr klodcrmes

Ltrs ( bds mirdirmkis gíií|ands dr na|gds

Klodcrmes–

p|ícms dr hdst|alnds qtm uktsambd|kir à acckhpnm| uks ltrs

Qtdns skir nds ltrs dr klodcrmuds pkt|

ukr|d k|gaimsarmki ; Mbdirmemd qtdnqtdstids qtd ukts pktud trmnmsd| híbmasskcmatz pkt| |íanmsd|)

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 13/28

3 Bíudnkppd| tid sr|arígmdLtrs dr klodcrmes

Dhpnk}íds

Cnmdirs acrtdns kt+dr etrt|dsOkt|ianmsrds dr |íbacrdt|s

Lnkgtdt|s

Ekt|imssdt|s

¦ Rjktgjr ndabd|s ¶

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 14/28

UMP

Mhpk|rair

Srafdjknbd|s

R|knns

Pd|skian bm|dcr sd|umcd– mi krjd| wk|bs pahpd| rjdh!

Srmnn a jmgj ndudn ke pd|skianmsarmki)Skhd atrkharmki ms mir|kbtcdb)

Gkkb fikwndbgd ke rjdg|ktp) Ckiracrs a|d

atrkhardb)

R|maignd b”mientdicd

Sr|ardgmc abukcards\dnarmudn} shann g|ktp

Ann krjd| fd} srafdjknbd|s

Na|gd ptlnmc

Kj. wdnn)))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 15/28

1 Bíudnkppd| na racrmqtd

Lasíd st| na sr|arígmd. ltrs dr klodcrmuds

\ípkibs atz qtdsrmkis ?Kt skir iks ptlnmqtds qtaib mns skir ¦ ki(nmid ¶

Ckhhdir dsr ndt| mird|acrmki

St| qtkm |íagmssdir(mns

¦ Um|an¶. Odtz. Pkbcasrs) ))

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 16/28

< Bíudnkppd| na racrmqtd

Naicd| tid pagd Rwmrrd|.Eacdlkkf. NmifdbMi

Naicd| ti lnkg dr ckhhdird|st| atr|ds. stmud uksckhhdiram|ds audc ?

www)ckckhhdir)ckh

Jrrp?++ck)hhdirs)ckh

www)Ckhhdiretn)ckh

Ukts íralnm| st| bds smrd imcjdssdnki ukr|d mibtsr|md

Mbdirmemd bds lnkgs mhpk|rairspkt| ukts mbdirmemd| ckhhdlnkgtdt| ¦ miumrí ¶. amism miumrd

bds lnkgtdt|s st| nd ukr|d

Digagd ukts di ckiud|sarmki

C|íd tid ¦ jasjrag ¶ pkt| ndr|aemc Rwmrrd|

Bíudnkppd tid cahpagmi qtmatghdir nd r|aemc st| nd smrd

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 17/28

Ptms |ípkib|d à cds qtdsrmkis)))

Qtm ua |ípkib|d à qtdnndsqtdsrmkis ;

Sm ti ckhhdiram|d pksmrmebdu|amr(mn ïr|d p|kpagíbais nd |ísdat mird|id. ktckhhd ¦ |drwddr ¶ st|

Rwmrrd| ;Pdisd| à p|ípa|d| bds|ípkisds di auaicd

Qtm dr ckhhdir gí|d| ndspah ;

Qtd(dsr cd qm sd passd s'mn }a c|msd ;

Bdu|amr(ukts mbdirmemd|

tid+ti |dspkisalndhíbma skcmatz pa|bípa|rdhdir ;

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 18/28

Mbdirmemd uks hdst|ds lasídsst| nds klodcrmes mbdirmemís

Sdnki dtz qtd(dsr cd ndstccês ;

R|aemc st| nd smrd ;

Pnts bd udirds ;

Pnts bds mird|umdws ;

Ikhl|d bds ¦ eais ¶

Alkiidhdirs uma hamn)) )

Hdst|d|

Hdst|d nd qtanmrí bd uks|dnarmkis ?

Ckhlmdi bd ekms uks cnmdirsskir(mns di ckiracr audcukts ;

Ap|ês qtdnqtds hkms uktsbdu|d aukm| assd

b”

miek|harmkis pkt| ínalk|d|ti ¦ hkbênd ¶

\aeemid uks acrmkis

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 19/28

Nd pnai bt ckirdit

Lnkg Candib|md| íbmrk|man ?stodrs dr bards

NmifdbMi

C|íd| bds bmsctssmkis

Idwsndrrd|

\ítrmnmsd nd ckirdit btlnkg

Atr|ds lnkgtdt|s

P|kpksd ukts ckhhdlnkgtdt| ¦ bd passagd ¶ ktíc|muami pd|haidir

Asst|d| ¦ na e|aécjdt| ¶ pa|alkiid| st| bds lnkgs.idwsndrrd|s. Rwmrrd|.

SnmbdSja|d. ]ktRtld)))Nmsd nds okt|iatz bd n'mibtsr|md

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 20/28

Bm|dcrmuds

Nds klodcrmesQtm dsr bais n”íqtmpd híbmasskcmatz

Mbdirmemd qtm eamr qtkm drnds arrdirds

A qtm appa|rmdir ndsp|kemns Rwmrrd| ; Dr ckhhdir

gí|d| nds bípa|rs ;Qtdn ckirdit sd|a bmeetsíst| nds híbmas skcmatz ;

Qtd eam|d sm nds cjksdsrkt|idir han;

Mbdirmemd nds scíia|mks bd|msqtds pkssmlnds drckhhdir mns bdu|amdirïr|d gí|íds s'mnsa||mud|kir *dr asst|d|ukts b'aukm| nd p|kcdsstsdi pnacd pkt| qt'mns id sdp|kbtmsdir pas !-

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 21/28

Ek|harmki

Na sr|arígmd híbmaskcmatz

Asst|d ukts qtd c'dsrlmdi ckhp|ms

Nds bm|dcrmuds– st|rktrpkt| n'íqtmpd híbma

skcmatzEk|harmki st| nds ktrmns

Nd ckirdit

Ckhhdir nd bíudnkppd|.

gí|d|. bmeetsd|Ckhhdir digagd| nds

atbmdicds

Qtm nds ambd|kir di cas bdp|klnêhds

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 22/28

Skcman Hdbma \dndasd

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 23/28

Pkt| qtm dr pkt|qtkm ndSkcman Hdbma \dndasd ;

Pas g|aib cjksd à cjaigd|

Ckhhtimcarmki lasídst| n'aian}sd sr|arígmqtd

Rktokt|s nds atbmdicdsukts ckismbí|d ckhhdnds pnts mhpk|rairds

Kprmhmsí pkt| na |dcjd|cjd

Kprmhmsí pkt| nackiud|sarmki

Kprmhmsí pkt| nd pa|ragd|

Bmr qtd n'jmsrkm|d dirmê|d pa|

nd htnrmhíbmaEkt|imr nd ckirdzrd st| nds

jmsrkm|ds ckhpnmqtíds

Eamr tid hdmnndt|dmhp|dssmki„ ki(nmid‘

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 24/28

Ckhhdir nd SH\ ;

Ga|bd bds rmr|ds ckt|rs

Mbdirmemd uks hkrs cní

\ackird tid jmsrkm|d

Umsd bds ndcrdt|s ¦ bmagkiatz ¶

Skts(rmr|ds pkt| cjaqtdpa|rmd bt rdzrd)

Atokt|b'jtm ki ¦ scai ¶ ndrdzrdCa|acrê|ds g|asMhagds. umbíks. ralndatzdrc)))

C|íd bds klodrs htnrmhíbmas

Ekt|imssd bds nmdis

Eacmnmrd na *|d-bmeetsmki

\dibd nd eddb(lacf eacmnd

Micntd tid sdcrmki pkt| ndsckhhdiram|ds hkbí|ís) SH\?sskir rkts eamr pkt| dickt|agd|nd bmankgtd bd uks atbmdicds

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 25/28

Ckhhdir ckiracrd| ti lnkgtd|

Nmsd nd lnkg !

Ckhhdird nd lnkg\dsrd à okt| st| nds acrtanmrís bais ukr|d mibtsr|md

App|did à ckiiaér|d n'mibtsr|md dr bd sa

rd|hmiknkgmdSm nd lnkgtdt| a bds |êgnds b'digagdhdir – stmud nds

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 26/28

R|ktud| qtdnqt'ti st| Rwmrrd|

Sda|cj)rwmrrd|)ckh

Www)rwmrrd||dn)ckh Sdnki stodrs

Www)rwdnnkw)ckh

Ckhhd nds pagds oatids

Www)otsrrwddrmr)ckh

Pa| mirí|ïrWww)wdeknnkw)ckh

Pa| ¦ jasjrags ¶

¦ Jasjrags ¶ di gíií|an

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 27/28

Hamirdiaicd dr at(bdnà

Bd|imd| ¦ c|m ¶ rdcjimqtd

Mir|kbtm|d bd iktudatz ktrmns ;

Stmu|dnds hdst|ds

Iktudatz hkrs cnís

Iktudatz g|ktpds bd ckiracr

7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation

http://slidepdf.com/reader/full/how-social-media-have-changed-public-relations-par-sara-goldberger-durant 28/28

Hd|cm dr qtdsrmkis !