Social Media PR Course – spring 2015

Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR

COMMUNITY RELATIONS:PUTTING THE PUBLIC BACK INTO PR

Instructor: Jonathan Lance

SFSU CEL Social Media Marketing Program

Spring 2015

1


Public Relations (Class Overview)

• History• Current• How to write a news release, news advisory, PSA• Media Relations• Traditional/Social Media PR Campaign• Placing Stories• Stories/Case Studies• We are the media

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Session 1 Agenda

1. Overview and Class Expectations2. History and Today3. News Releases, News Advisories, Public

Service Announcements4. Media Calendar5. Class Project

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Yes, we also have one of these…

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“The biggest problem in communication is the illusion that is has taken place.”

-- George Bernard Shaw

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Introductions

1. What is YOUR name?2. Where are you from?3. What do YOU do?4. Are YOU working in PR today? 5. Are YOU using social media for PR?

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Edward Bernays

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https://www.youtube.com/watch?v=qiKMmrG1ZKU

Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR 8


One PR Definition

• To encourage people to do something• To encourage people not to do

something• To encourage people to let us do

something for them

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Media of Choice

• Paid media • Earned media • Owned media

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Media of Choice

Paid Media

• Advertising on radio, TV, newspapers, magazines, social media

• Posting the message exactly the way you want it – because you’re paying for it

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Media of Choice

Earned Media

• Public relations• You convince someone to post a story about

your product or service• Third-person endorsement

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Media of Choice

Owned Media

• You own the content • You own the outlets: Google+, Twitter,

Facebook, Blog, YouTube, Instagram, newsletter, etc

• Your own newsroom

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The News Release

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Prehistoric Email

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The Ultimate Technology!

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Clipping

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Writing Press Releases

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http://de.slideshare.net/julieaarnold/effective-press-releases


How to write a news release

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http://blog.hubspot.com/marketing/press-release-template-ht


What is a public service announcement?

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http://ctb.ku.edu/en/tablecontents/sub_section_main_1065.aspx

http://ctb.ku.edu/en/tablecontents/sub_section_main_1065.aspx



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http://www.kwsw980.com/about-kwsw/public-service-announcements-psa/


What is an advisory?

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https://www.google.com/search?q=news+advisory+template&oq=news+a&aqs=chrome.0.69i59j69i57j69i60j69i59j5.9300j0&sourceid=chrome&ie=UTF-8



Communicating with different audiences

• Media (media relations)• Your direct audience• Indirect audience• Investors (investor relations)• Potential clients• Current customers

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News Media Then

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Traditional News Media Then

• Plenty reporters, editors, photographers, producers

• “Maybe will consider your story, but we have plenty”

• “We NEVER accept photos/videos, written news articles (news releases), suggested spokespersons”

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News Media Now

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Traditional News Media Now

• Far fewer, reporters, editors, photographers, producers

• Skeleton crews• “We can’t send a reporter or photographer”• “Send in your photos/videos, written news

articles (news releases), spokespersons”

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Citizen Journalism and PR

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WWWWWH – Class Activity

1. Who?2. What?3. When?4. Where?5. Why?6. How?

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WWWWWH – Class Activity

The News Writing Inverted Paragraph

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News ReleaseExample 1

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http://www.clorox.com/our-story/press-and-media/clorox-introduces-new-concentrated-bleach/



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http://www.cde.ca.gov/nr/ne/yr13/yr13rel103.asp



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http://www.pge.com//myhome/edusafety/systemworks/dcpp/newsmedia/pressrelease/archive/pge_terminates_alert_at_diablo_canyon_power_plant.shtml



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http://news.drpeppersnapplegroup.com/press-release/product-news/dr-pepper-launches-2013-tuition-giveaway-will-award-more-1-million-tuitio



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http://www.deere.com/wps/dcom/en_US/corporate/our_company/news_and_media/press_releases/2013/engines_drivetrain/2013oct7_marine_tier3.page?



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http://www.fosterfarms.com/about/press/press_release.asp?press_release_id=157



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http://www.nih.gov/news/health/mar2015/niddk-12.htm



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http://www.faa.gov/news/press_releases/news_story.cfm?newsId=18295



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http://phx.corporate-ir.net/phoenix.zhtml?c=84477&p=irol-newsArticle&cat=news&id=1863002



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http://news.crest.com/press-release/crest-3d-white/crest-oral-b-relaunches-pros-profession-awards-program



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http://www.bea.gov/newsreleases/national/gdp/gdpnewsrelease.htm



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http://www.flysfo.com/media/press-releases/sfo-and-sfcvbs-twitter-photo-challenge-inspires-tweeters



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http://www.businesswire.com/news/home/20141113005279/en/Peet%E2%80%99s-Coffee-Tea-Announces-Free-Seasonal-Beverage%23.VQHP02R4r9I



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http://www.filoli.org/media/in-the-news/filoli-response-tomedia-030215.pdf


Media Calendar

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Class Project

Choose a non-profit for which you will:•Present a full PR campaign including

– News release– Public service announcement– Advisory– Social Media Outreach (Twitter and Google+)

•Overview of the plan Your assignment will either be re-introduction of an established

organization, introduction of a new organization or a announcing special event

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Session 1 Homework

• Join our course LinkedIn account• Post an example of a news release, news

advisory, and public service on our LinkedIn Group. We will discuss your postings in the next class.

• Review assigned reading• Begin your class project. We will discuss in

the next class.

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https://www.linkedin.com/groups?home=&gid=6503276

https://www.linkedin.com/groups?home=&gid=6503276


PR 24/7: Social Media, PR Job Satisfaction

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https://www.youtube.com/watch?v=ZQfoIo5-h0g


https://vimeo.com/32207413


Session 2 Agenda

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1. Recap of Session 1 Material2. Q&A3. Discuss News release, News Advisory, PSA

assignment4. Discuss your class project5. AP Writing6. AP Exercise7. Media and Twitter


Your Homework Assignment

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Discussion

News ReleaseNews AdvisoryPublic Service Announcement


Your Class Project

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Discussion

ProjectTimelineMedia and Audience


Associated Press Stylebook@apstylebook

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Research AP Nuggets

Class Exercise

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What to say to a reporter

• “There’s no such thing as off the record”• Don’t be afraid to say “I don’t know.”• Always tell the truth• Control the message

http://www.shannonganun.com/PDFs/Guidelines For Talking With The News Media.pdf

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http://www.shannonganun.com/PDFs/Guidelines%20For%20Talking%20With%20The%20News%20Media.pdf

http://www.shannonganun.com/PDFs/Guidelines%20For%20Talking%20With%20The%20News%20Media.pdf


How to Work (With) a Reporter

Know what the reporter’s expertise is, and ensure that your story is related to her or his field beat.

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You must always respect the reporter's power to reject your story, or postpone working on it.

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Cultivate long-term relationships with journalists that respond positively to your story ideas.

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In-person meetings are the best. Invite the reporter to an event that would be of interest to them.

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For journalists, speed is everything. Most journalists work on deadlines, so getting to a quality source fast is important to them.

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Never give false or exaggerated tips. If you do, the reporters you pitch will never have any reason to trust you again, and you won't be able to approach them later.

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When a journalist is looking for sources, he likely has hundreds to sort through, so make yours personal, brief and interesting, to stand out from the crowd.

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Keep your communications short, sharp, and simple. If your releases are written poorly or are unclear, the reporter won't have time for you.

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Using Twitter With The Media

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Work your lists



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Give props to the media who post yourstories.



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If truly a “win” just for the readers, don’t hesitate to post with a #PlzRT



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Re-Tweet stories the media posts about you



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Use photos!



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Use those # and @s



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Give unconditional love to media outlets’ postings that would be of interest to your followers



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All your original posts do not have to be about you – but make it related to you


http://mashable.com/2013/07/19/twitter-lingo-guide/


25 Tips for Successful Twitter Engagement

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http://www.practicalecommerce.com/articles/3991-25-Tips-for-Successful-Twitter-Engagement


Session 2 Homework

1. Research Social Media outlets that would work for your class project

2. Continue on working on your project’s news release, news advisory, PSA

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Session 3 Agenda

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1. Recap of Session 22. Media relations3. Building a media list4. Media Pitching: Case Study/PRSA webinar 5. Social Media outlets6. Social Media engagement exercise7. Last minute work on group presentations8. Presentations 9. Evaluations



Creating Newsworthy Angles

• New Development • Human Interest • Local Angle • Progress • Consequence

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Creating Newsworthy Angles

• Eminence or Prominence • Conflict • Drama • Disaster • Timing and Proximity

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Media RelationsWho to contact in newspapers

• News Desk• Beat Editor (news release/news advisory)• Beat Writer (news release/news advisory)• Calendar Editor (news release)• Assignment Editor (news release/news advisory)• “Your Subject” Editor/Writer (news release/news

advisory)

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Media RelationsTiming newspapers

• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out

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Media RelationsWho to contact in magazines/periodicals

• Editor (news release/news advisory)• Assistant (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release/news advisory)• Subject Editor (news release/news advisory)

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Media RelationsTiming magazines/periodicals

WEEKLIES• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out

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Media RelationsTiming magazines/periodicals

MONTHLIES

• 1st Release – Three months out• 2nd Release – Two months out• Advisory – One week out

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Media RelationsWho to contact in radio

• News Desk (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release)• Community Relations/Services Director (PSA)

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Media RelationsTiming radio

• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out

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Media RelationsWho to contact in TV

• News Desk (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release)• Community Relations/Services Director (PSA)

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Media RelationsTiming TV

• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out

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Media RelationsSan Francisco Chronicle / SFGate.com

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http://www.sfgate.com/chronicle-contacts/


Media RelationsKGO-810 AM

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http://www.kgoradio.com/


Media RelationsKPIX-TV

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http://sanfrancisco.cbslocal.com/



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http://www.kgoradio.com/common/page.php?pt=Station+Info&id=131&is_corp=0


Media RelationsKPIX-TV

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http://sanfrancisco.cbslocal.com/station/cbs-5/


Media Relations

• Pitching your stories• Call to follow up a release or advisory• Call to run a story idea by them• Thanking personally• Thanking them via Social Media

100

http://sanfrancisco.cbslocal.com/station/cbs-5/


Pitching

101

http://www.prsa.org/Learning/Calendar/playback/6502/Media_Pitching_for_2015


Help A Reporter Out (HARO)

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http://go.helpareporter.com/ppc/earn-news-coverage?cid=70180000000owbN&gclid=CNCP2_qPhroCFY87MgodNiMA8Q

http://www.helpareporter.com/


Pitching

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http://www.helpareporter.com/


News Distribution ServicesBusiness Wire

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http://www.businesswire.com/portal/site/home/


News Distribution ServicesPR Newswire

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http://www.prnewswire.com/


Media List and Monitoring

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http://www.meltwater.com/


Media List and Monitoring

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http://www.cisionpoint.com/Common/Login.cp/Login?ReturnUrl=/


Presentations

15 minutes, plus feedback

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Q&A


Remember

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“The biggest problem in communication is the illusion that is has taken place.”

-- George Bernard Shaw


Evaluations

111


Jonathan Lance

• https://twitter.com/OnYourMarkEvent• https://www.facebook.com/onyourmarkevents• www.linkedin.com/in/jonathanblainelance

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https://twitter.com/OnYourMarkEvent

https://www.facebook.com/onyourmarkevents

http://www.linkedin.com/in/jonathanblainelance



“I used to communicate to the media, now I communicate to my audience.”

– Me

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Social Media PR Course – spring 2015

Education

father of public relations

public opinion

new field of public

pr session

internet marketing

news advisories

news advisory

group of girls