CM443 B1 Spring 2016 New Media and Public Relations Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
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New Media and Public Relations - Part 1 - Spring, 2016
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CM443 B1 Spring 2016
New Media and Public Relations
Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
Who am I?
Who are you?It was either this,
crisis communications, or ethics
“To be honest”
Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
Pet Peeve #1
“Who gives a ____ about an Oxford comma?”
Pet Peeve #2
Writing Feedback1. You are writing for business, not academic! AP Stylebook is our textbook.2. Proof it! Read it aloud before you print and submit it. 3. Prove it! Back up any bold claims with data or citations. "People say?" Which people?4. Structure your work! Use section headers and typographic techniques to organize your thoughts.5. Remember the Rule of Three:
1. Tell 'em what you're gonna tell 'em2. Tell 'em3. Tell 'em what you told 'em
6. Less is more (to a certain point)!
"I would have written a shorter letter, but I did not have the time." – Attributed to Blaise Pascal (and many others)
I delete a lot of uses of "to be" and "to have" -- is and has are weak words, and often (though not always) passive.7. That said, beware of pronouns. What is it? Who are they? If there's any chance of confusion, use the noun, not the pronoun.8. Agreement is imperative:
1. Tenses2. Plurality3. Subject/object/pronoun4. Parallel construction of sentences and vertical lists5. Grammatical person / narrative mode
9. Periods vs commas vs semicolons vs dashes10. Companies are singular 11. Data and media are plural
Pet Peeve #3: Crappy Writing
COURSE OVERVIEWCM443 B1 Spring 2016 – Week 1
Pet Peeve #4: Tweet, take notes – that’s fine. But pay attention. Your time, your dime…
First Steps• Be on Blackboard• Have or create a public Twitter account and share that account with the class• Have a Klout account and a Klout score and connect that to your public Twitter
account: http://klout.com/• Sign up for an RSS reader/aggregator. With Google Reader now gone, I
recommend Feedly: http://cloud.feedly.com/ • Subscribe to the BU New Media RSS Feed one of the two following ways (I
recommend both, just to hedge your bets):– Real-time RSS feed: http://feeds.feedburner.com/bunewmedia– Daily email alert: http://bit.ly/bunewmediasubscribe
• Get comfortable in WordPress: – http://codex.wordpress.org/Introduction_to_Blogging – http://bit.ly/10zbBnh
• Learn a little about Google Analytics: http://www.google.com/analytics/iq.html
Course Project• Create an “online presence”• Preliminary Project plan due 2/1• Mid-Semester Check in due 3/22• Final project due 4/26
Graduate Project Overview
Graduate Project: Key Facts
• Universities challenged to counter the pervasiveness of extremism on social media
• Teams compete for the chance to present their campaigns in Washington, D.C. to senior USG officials, earn scholarship awards
• Most students earn academic credit in marketing, communications, social/digital media, conflict, human rights and terrorism studies
• No limits on creativity or scope, but students must implement their projects and demonstrate effectiveness
• Sponsored by the U.S. Department of State with support from other inter-governmental agencies
• 93 documents (over 1,000 pages) of basic research on radicalization and social media recruitment provided to guide student efforts
Graduate Project Process
Grads and Undergrads• Our grad students will help design
the homework assignments to meet the needs of the P2P project, so everyone contributes!
• Undergrads will be able to earn extra credit with active participation
FRAMEWORK DISCUSSIONCM443 B1 Spring 2016 – Week 1
Homework #1In Week 2 of our class, we will begin exploring in depth ways of
understanding new media from a number of different perspectives, or frameworks. Those frameworks include:
• Historical: How new media has evolved from old media• Organizational: How companies traditionally organize communication
efforts• Philosophical: The founding principles of social media• Procedural: The process of how organizations can become social• Technological: The kinds and categories of social media tools• Functional: The key tactics and functions of new media • Analytical: Ways to justify your existence and measure your
effectiveness
Homework #1• Select from among the list above your top three
choices for frameworks you would like to research further. Send an email to [email protected] or a tweet to @vanhoosear by the end of day on Wednesday, January 20th, with your rank-ordered list of top-three preferred framework topics. For example:– Technological– Analytical– Functional
Homework #1• I will review your preferences in light of
other students and choose for you one topic. I will post the list of framework assignments by Noon on Thursday, January 21st. I’ll do my best to give you your first preference, but if everybody avoids a particular topic I’ll have to assign it to someone. It’s not personal…
• Libelli: Bills announcing estate sales, baths, lost & found, etc.
• London: The rise of the “billsticker” and the “bellman”
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspxA History of Advertising by Henry Sampson
• The First Newspapers:• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612
• WWI: Big transition from door-to-door to direct mail
• 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
Ivy Lee’s “Blindingly Obvious” Idea
• Public opinion can be a very dangerous thing, but Lee realized early on that it can be manipulated as well
• Started as a reporter, then a publicist before opening his own shop and taking on a long-boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a (daily) stream of statements and facts about the strike
• While well received at first, some members of the press complained that they were just well-disguised (and free) ads
• As a result, he issued his “Declaration of Principles” http://pr.wikia.com/wiki/Ivy_Lee
Ivy Lee’s “Declaration of Principles”• This is not a secret press bureau. All our work is done in the open. We aim to supply
news. • This is not an advertising agency; if you think any of our matter ought properly to go
to your business office, do not use it. • Our matter is accurate. Further details on any subject treated will be supplied
promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose behalf an article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply to the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.
• Corporations and public institutions give out much information in which the news point is lost to view. Nevertheless, it is quite as important to the public to have this news as it is to the establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying for himself.
• I am always at your service for the purpose of enabling you to obtain more complete information concerning any of the subjects brought forward in my copy.
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
The First Press Release: 1906
• Just a month after issuing his declaration, there was a terrible rail accident that killed 53 people
• Lee was retained to get the word out on behalf of his client, the Pennsylvania Railroad Company
• He issued a “press release”• His words made it into The New
York Times verbatim!• His next big client was John D.
who shaped his world view: Humans are easily swayed
by irrational thought and “herd mentality,” making mani-pulation a necessary tool
• Served on WWI Committee on Public Information
• Saw value of controlling info • Wrote Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
Sputnik and Social MediaThere was a sudden crisis of confidence in American technology, values, politics, and the military. Science, technology, and engineering were totally reworked and massively funded in the shadow of Sputnik. The Russian satellite essentially forced the United States to place a new national priority on research science, which led to the development of microelectronics—the technology used in today's laptop, personal, and handheld computers. Many essential technologies of modern life, including the Internet, owe their early development to the accelerated pace of applied research triggered by Sputnik.
Due February 1st, comprised of the following:• Theme and/or Title • Desired URL: (e.g.,
bunewmedia.net/mygreatblog) • Primary Objective, for instance:
– Get a job (this choice is harder than it looks)
– Share my passion– Raise awareness about an issue– Sell a product or piece of content (real
products only please) – Capture information from individuals for
networking or other future use• Key Performance Indicators (2-3
measurements of success), e.g. – Traffic – Comments
– Downloads– Sales– Share of Voice
• Target Community – Who are you trying to connect with and why?
• Search Strategy – How will you make the site search optimized? A good resource to help feed this section: http://www.searchengineguide.com/stoney-degeyter/seo-101-everything-you-need-to-know-abou.php
• “Voice” – Describe the writing or content style you anticipate using. What is the intended tone or of your presence? How will the look and “style” of your presence support your voice? Be specific and detailed.
The Problems with AVE1. AVEs do not measure outcomes2. AVEs reduce public relations to media relations3. AVEs treat advertising and PR as cost alternatives,
flying in the face of integrated measurement4. AVEs provide no diagnostic value – they don’t tell
you what’s working5. AVEs do not take into consideration credibility,
and ignore social media6. AVEs are commonly used in conjunction with
multipliers (i.e., “this article is worth 2x its AVE because it has editorial credibility”), but no research supports this
1. Identify the community– Who do you have relationships with?– Who do you want relationships with?– Who are you reaching with this program
2. Define objectives for each community– At a high level, what are you trying to achieve?
3. Define measurement criteria– Create specific goals, or “conversion goals”, measured by real performance numbers, percentage
growth, share of revenue/voice, etc.– You must be able to tie these to your high-level objectives
4. Define your benchmark– Where are you starting from? Baseline metrics are critical!
5. Select a measurement tool– Both traditional and new media
6. Analyze, create action items & recommendations– Focus on what you can change
7. Make changes and measure again
“Secrets of Social Media Marketing” Chapter 15
Examples of High-Level Objectives
• Learn something about customers we’ve never known before
• Tell our story to customers and have them share it
• Have more comments than posts• Get our customers to help each other• Create a new revenue channel• Improve our reputation online
Jeremiah Owyang, via“Secrets of Social Media Marketing” Chapter 15
Sample Basic Metrics• Get on page one of SERPs for key industry term• Grow RSS or email subscriptions by 100%• Have an average of 3 comments per post• Increase the number of Facebook users “talking about” our page by
75• Grow inbound links by 50• Have at least two blog and media mentions per week• Grow our Alexa ranking by 500 places by n date• Improve the sentiment so there are more positive mentions than
negative ones• Grow web traffic by 200%• Grow downloads or sales by 50% over next four months
Slide courtesy of Kami Huyse of Zoetica (@kamichat)
What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)
• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
The Best Social Media Metrics*1. Conversation Index – Ratio of posts to
comments or replies2. Amplification Rate – How many people
share each post/update/tweet/etc.3. Applause Rate – How many people “like,”
“+1” or “favorite” each piece of content4. Economic Value – Sum of short- and long-
term revenue and cost savingshttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Paul’s Favorite Metrics• Page Views – Simple but easy, as long as you understand
difference between views (or visits) and visitors• Returning Visitors – How sticky is your site? Over time this
becomes more important• Pages Per Visit – Keep it trending upward; it’s another
measurement of stickiness• RSS Subscriptions – How many people read your blog on a
regular basis (in theory)• Referring Sites – Who’s sending you the most traffic, to where,
and why?• SERP – Where do you rank?• Search Terms – Use these to optimize your site content
Visualizing Early-Stage Conversions
Twitter
“Applause Rate”(Favorites, Likes)
Low Engagement
High EngagementMedium Activation
Lead Generation
High Activation
Share
“Amplification Rate”(Retweets)
Download
Opt In
Engage Activate
Medium Engagement
LinkedIn
Activation (Click)
“Engagement Rate”(Original Tweets
or Replies)
Bounce Lands on Slideshare/Blog Post/Website, Reads, No Follow-through
Low ActivationClicks to Read More on Site
Example Report
Example Report (Continued)
Homework Assignment #2
Homework Assignment #2
The following research areas, all which have been suggested by the U.S. Department of State as important topics, have been selected by your professor and the graduate students in our class:
• Recommend a specific marketing campaign that could help reduce the instances of extremism in the assigned area
• Answer this question: “How can a specific social media campaign focusing on your assigned area help reduce the spread of extremist views online?”
• Include as part of the introduction, the following:– A definition of your topic area– Identifying any inspirations you found for your campaign
• Write a two-page paper that defines:1. A high-level objective2. A definition of your community (a.k.a., “target audience”) in terms of 1-3 “buyer personas” (more on buyer
personas here: http://bit.ly/BuyerPersonas )3. The Content and Channel4. The Message5. The KPIs (for a little more on KPIs, visit http://www.refresher.com/alrpmkpi2011.html )
• Each section is worth 4 points• Due next Tuesday!
ORGANIZATIONAL FRAMEWORK
CM443 B1 Spring 2016 – Week 4
Kinds of Organizations• Government
– Steve Goldsmith’s Three Problems1. Responsiveness2. Efficacy3. Opacity
• Non-Profit– Most potential for real impact,
growth– Four key roles
1. Spokespeople2. Social media team3. Media relations team4. Media advocacy (public affairs)
team• Private
– Biggest budgets for real impact, growth– Not just the marketing / corp comms team, please!
How to Sell Your Ideas Internally• Seed (identify a suitable first user group)• Prioritize (identify key players)• Experiment• Create evangelists• Turn evangelists into trainers• Don’t forget everything we learned in the
Analytics Framework
Who Uses Social Media / What’s New In Social Media?
• Social media is more popular than ever
• “Social media” may just finally be “media?”
• The lines between paid and unpaid media continue to blur
• More participants and more content means better filters are needed
• Perfect opportunity for curation
• More importantly, content marketers need to make better content to break through the better filters
Ethics and PR“The practice of public relations is all
about earning credibility. Credibility, in turn, begins with telling the truth.
Public relations, then, must be based on ‘doing the right thing’ – in other
words, acting ethically.”(Seitel, 2007, p. 108)http://www.slideshare.net/oreshetn/ethics-in-pr-11310284
So Why Can’t We “PR” This?
• Because PR is not (just?) about spin• Because “PR” is not a verb• (Because we shouldn’t “verb” words
anyway)• Because of Ivy Lee and Eddie
Bernays• Because PR, if misused, can be very
dangerous
Ethics and PR• So, are we conveyors of the truth, or• Are we manipulators of the public mind?• What would Eddie Bernays say?
– “The instruments by which public opinion is organized and focused may be misused. But such organization and focusing are necessary to orderly life.” – Propaganda
– “The only way to combat … unethical methods, is for ethical members of the industry to use the weapon of propaganda in order to bring out the basic truths of the situation.” – Propaganda
• Where is the PR ethics battle being fought today…?– Traditional PR– New media
Edelman & the Environment
• 4 AUG 14: 10 global PR firms say they will not represent clients that deny man-made climate change or that seek to block emission-reducing regulations. Edelman not among them, says they “take on clients on a case-by-case basis.”
• 18 NOV 14: Edelman called out for supporting creation of “front groups” to support Canadian pipeline project.
• 7 JULY 15: Edelman loses 4 execs who led its corporate-responsibility practice, and 2 clients due to the “company’s unwillingness to take a strong stand on climate change.”
• 15 SEP 15: Edelman ends work with coal producers and climate change deniers, criticizes past practices of “greenwashing” and “fake front groups.”
WikipediaFrom the Wikipedia “Paid editing (essay)” page:• Paid editing is not currently prohibited on Wikipedia. • The community has, to date, attempted twice to ban
the practice, with the outcome twice being no consensus.
• It has, however, been made by consensus that editors who are paid represent a clear conflict-of-interest and are strongly encouraged to state this on the Conflict of Interest Noticeboard what articles they are being paid to edit and declare whom they are working for before doing so.
• Failure to do so may result in disputes with established editors and the Wikipedia community.
• Depending on the situation's severity, an editor's privilege to edit Wikipedia may be subject to sanctions for both the editor and their client.
Editing WikipediaSide #1: Ban PR People• Jimmy Wales
Side #2: Be ResponsibleThe Wikipedia Terms of Use “prohibit engaging in deceptive activities, including mis-representation of affiliation, impersonation, and fraud. As part of these obligations, you must disclose your employer, client, and affiliation with respect to any contribution for which you receive, or expect to receive, compensation.
You must make that disclosure in at least one of the following ways:
• a statement on your user page,• a statement on the talk page accompanying
any paid contributions, or• a statement in the edit summary
This framework for thinking ethically is the product of dialogue and debate at the Markkula Center for Applied Ethics at Santa Clara University. Primary contributors include Manuel Velasquez, Dennis Moberg, Michael J. Meyer, Thomas Shanks, Margaret R. McLean, David DeCosse, Claire André, and Kirk O. Hanson. It was last revised in May 2009.
Code of Ethics (Now an App!)
http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
Our Code of Ethics The PR code of ethics is as high-minded and detailed as any I’ve seen for the journalism world, but its idealism cannot mask the deep conflicts inherent in the profession. For example:
• We serve the public interest by acting as responsible advocates for those we represent.
• We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
• We are faithful to those we represent, while honoring our obligation to serve the public interest.
But what happens when the interests of a client are in conflict with the interest of the public?
• Your social media policy is critical– Clearly define what can and cannot be said
• Understand the Big 51. The SEC, which governs publicly traded companies, has RegFD, which describes the rules
of “fair disclosure” to democratize information dissemination and prevent insider trading• Predisclosed social media channels can be considered fair disclosure• Additional requirements imposed on financial services firms and advisors
2. The FTC, which regulates all businesses in the US, has updated its Dot Com Disclosures governing ads and sponsored content
• If you got paid to post it, you must disclose that fact in the post itself3. The FCC, which governs telecommunications in the US, has its Net Neutrality rules as well,
mostly regulating content dissemination and prioritization4. The NLRB, which enforces the National Labor Relations Act, monitors employers’ responses
to employee actions online. It watches out for organizations’ social media policies and policy enforcement, particularly when the policy or enforcement could be viewed as directly or indirectly chilling employees’ free speech rights to discuss wages, working conditions, etc.
5. The FDA, which governs, rather strictly, the marketing of food products and drugs to Americans.http://www.wsandco.com/about-us/news-and-events/blogs/do-blog/regulation-fd-social
INPUT• Organizational factors: Conditions of the external environment/climate and leadership
style.• Human factors: Skills, knowledge and character of who works for the organization.• Social factors: Values, inspiration, behaviors of the groups of people that work for the
organization.
PERFORMANCE• Organizational structure: This is about how the different activities, tasks and
responsibilities are distributed within the organization.• Process: The brain and heart of our strategic planning & execution. Here we set the
objectives, the strategies, the tactics, we verify the results and determine the necessary corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the defined objectives.
OUTPUT• Management efficiency: Quality of the management. Is the management capable of
achieving a good and tangible output?• Motivation: This is what drives a person to perform a certain action or to pursue a
certain objective.• Morale: Do people feel under pressure when they work or do they feel satisfied? You can
think it as the “organizational climate” and it has to do with how the work environment is perceived, directly or indirectly, by the employees.
A Process• Integration: The focus is on how the organization is structured around social
efforts and on how social technologies are integrated with communication channels across the organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for aligning the resources and prioritizing the actions of the organization as it strives to achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be evaluated to ensure that the communications function is successful. Accurate measurement is vital for the deployment, maintenance and refinement of ongoing and future projects.
• Internal & External: This model includes what needs to be identified, deployed or reviewed at each stage of the development process internally and externally – external communication is as important as internal communication, they are both vital for an organization’s identity and goals achievement.
The Risk of Embracing TechSocial media practitioners fall victim to three key ailments. This is the third of them…
• If you are quick to adopt and embrace new tools, technologies and networks, you’re being smart, but, make sure you can explain why, or you might suffer from… SHINY OBJECT