CM443 B1 Fall 2013 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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CM443 B1 Fall 2013
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 Fall 2013 – Week 1
Pet Peeve #4: Tweet, take notes – that’s fine. But pay attention. Your time, your dime…
http://www.gocomics.com/frogapplause/2013/01/16/
GradesComponent Points
Participation 15
Homework 20
Project 25
Midterm Exam 20
Final Exam 20
Score Grade
93-100 A
90-92 A-
87-89 B+
83-86 B
80-82 B-
77-79 C+
73-76 C
70-72 C-
67-69 D+
63-66 D
60-62 D-
Below 60 F
Participation & Homework
• Participation (15 points)– 7: Knowledge of readings and participation in class– 8: Interaction online via #bunewmedia hashtag
(curved) averaged with the change in your Klout score (kurved)
• Homework– 5 or 6 Homework assignments will be given out, each
worth 20 points– Can be re-submitted for up to two additional points
(not to exceed 20)– Will be averaged and rounded to generate point score– Grading is explained in each assignment
#bunewmedia
• Read articles sent around, especially those by me and Professor Quigley, but also by classmates
• Suggest your own readings / listenings
• Reply to or retweet thoughts that resonate or otherwise impact you (from both classes)
Required Reading
• Required: Subscribe to and read daily alerts:– RSS: http://feeds.feedburner.com/bunewmedia – Email: http://bit.ly/bunewmediasubscribe
• Required: Read the “Reading Assignment” emails/board and be prepared to speak in class!
• Required: Share links, content and thoughts using the #bunewmedia hashtag
• No textbooks, but…• AP Stylebook highly recommended – your writing
will be judged against it• Social Media Marketing by Dave Evans is also top
• Create an “online presence”• Preliminary Project plan due 9/18• Mid-Semester Check in due 10/23• Final project due 12/4
Homework #1
In Week 2 of our class, we will explore 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] by the end of day on Thursday, September 5th, with your rank-ordered list of top-three preferred framework topics. For example:– Technological– Analytical– Functional
• 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 Friday, September 6th. 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…
FRAMEWORK DISCUSSIONCM443 B1 Fall 2013 – Week 1
Frameworks of Understanding
– 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– Functional: The key tactics and functions of new media – Technological: The kinds and categories of social media
tools– Analytical: Ways to justify your existence and measure
your effectiveness
HISTORICAL FRAMEWORKCM443 B1 Fall 2013 – Week 2
Homework Assignment #2
• Find and subscribe to at least 6 blogs relevant to new media, PR and, when possible, your own interests
• Write up a description of 3 of them (10 pts.)
• Choose one new media platform, tool, technology or network closest to your own interests and summarize it (10 pts.)
• 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.
Rockefeller!
http://www.economist.com/node/17722733
From Principled to “Poison Ivy”
• Lee’s support of Rockefeller led him to criticize many on the left, including “Mother” Jones, the liberal magazine’s namesake
• By 1915, despite attempts to remain behind the curtains, Lee was outed as a highly-paid consultant ($1,000/mo in 1914!)
• By 1919, Upton Sinclair, author of The Jungle, had him in his sights and had labeled him “Poison Ivy.”
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new way to do business
• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
54
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
THE ANALYTICAL FRAMEWORK
CM443 B1 Fall 2013 – Week 4
The Three Os of Measurement
1. Outputs – Results of publicity efforts
2. Outtakes – How people think as a result of these outputs
3. Outcomes – How their behavior changes as a result of these outtakes
OKatie Paine, via
“Secrets of Social Media Marketing” Chapter 15
Seven Steps of Building a Measurement Program
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 Goals
• 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
“Secrets of Social Media Marketing” Chapter 15
Where Measurement Starts
SMART Goals–Specific
–Measurable
–Attainable
–Results-Oriented
–Time Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat)
Example Report
Example Report (Continued)
The Best Social Media Metrics*
1. Conversation Index – Ratio of posts to comments or replies
2. Amplification Rate – How many people share each post/update/tweet/etc.
3. Applause Rate – How many people “like,” “+1” or “favorite” each piece of content
4. 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
Three Metrics In The News
1. Return On Investment2. Net Promoter Score3. Ad Value Equivalency3
Return On Investment• According to Wikipedia, ROI is “the ratio of money
gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested.”
• There are two important variables in this equation:– Return – Investment
• There’s also a third vital term: Money.• Return is payoff as measured in revenue
• The calculation of space or time used for earned media (publicity or news content) by comparing it to the cost of that same space or time if purchased as advertising
THE TECHNOLOGICAL PERSPECTIVE + GETTING STARTED WITH CONTENT
CM443 B1 Fall 2013 – Week 6
The Risk of Embracing Tech
Social media practitioners fall victim to three key ailments. This is the second 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
SYNDROME
(Some) Content Rules
• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn