Online Reputation Consult with your client Results? Recommendations? Surprises?
Online ReputationConsult with your clientResults?Recommendations?Surprises?
Putting the Public Back in PR
PR 2.0What is Web 1.0 vs 2.0 (3, 4, 5)?
What is PR vs PR 2.0?
PR 2.0News Releases vs Engaging with CommunitiesSpin vs RelevanceSpeaking in messages vs. genuine conversations
related to the subject matter of peersWire services vs social/conversation tools &
networksOne-way vs two-way communication: FOR REAL THIS TIME!
Putting the Public Back in PR
Humanizing org, media & publicsBuilding RelationshipsEngage in ConversationDon’t get caught up in the tools
Twitter (Micro-Blogging)Other micro-blogs?
Grab your smartphone! Tweet info relevant to
today’s class
You may respond to others in class, ask questions and provide links & other context for class discussion.
Use the class hashtag #pr4210
Getting Started: Your Professional Account
Choose a good handle/screen name (your name, pseudonym) No confusing #/letter
combos Write a good bio.
Current position, location, specific professional interest, leadership, personalized but appropriate
Upload a professional profile picture (“Eggs” are for spammers).
This is part of your digital profile!
Twitter Tips for Students Follow top pros and
organizations
Ask questions. Tip: PR pros tend to like to offer advice to PR students.
Get involved in hashtag conversations like #blogchat & #prstudchat
Who to follow? Ron Culp PR Daily Edelman Bulldog Reporter InternQueen PR Couture Ariel Hyatt Jason Falls Social Media Insider
Local agencies Deirdre Breakenridge Ad Age PRSA JobCenter, PRSSA PR Newswire Media Bistro Mack Collier Social Media Today Plank Center PR
Twitter Mission
Find three professionals to followFind agencies to followTweet one of each (with a properly composed
tweet) to the class hashtagReply to and RT someone outside of class.
Twitter Tips“Interested in getting more followers? Take a look at
your last page of tweets on Twitter.com. Read them carefully. If you didn’t know you, would you want to follow you?”
Add valueKeep it positive and professional!70% professional, 30% general (but appropriate) chatterAuthentic ≠ FULL DisclosureMashable: “How to Win Friends and Twinfluence People.”
Functions of Twitter for PR Customer Service Leverage and build
relationships Crisis Activate/reach brand
advocates and key influencers
Why Twitter? Make more money, are
more optimistic about tech, better educated
35+ More active: Create and
engage Even those who just read
tweets have a “high level of social activity”
Why Twitter?Brandwatch Twitter Statistics
Twitter MissionFind an organization that you think is effective at
Twitter. RT an example of an effective tweet.
What Makes a Good Tweet?
Best Practices Listen First Engage Natural, conversational
speech (talk to humans) Develop a (brand)
personality Images/multimedia Links, direction Share
Check with legal Don’t waste your following:
Have a migration plan Be ready for a crisis Follow others (DM) Staff it Respond, RT and Link Be ready to support people Later: Strat Comm
programming and content calendar
Organizational Use of Twitter
Composing a Twitter PitchTell stories– don’t just
link to press releases
Involve others by replying to tweets and engaging with others
Authenticity, Transparency First person,
conversational, humanize
Twitter MissionTweet a shortened link to an article or blog post
for your classmates (relevant to class)
Humanize the Organization
Twitter MissionReply or quote someone (expert, org) outside of
class
Tweet and Re-Tweet To encourage re-tweeting
(the viral spread of your message), you should:
Compose message in as few characters as possible, to allow room for re-tweeting, quoting
Include SHORTENED link, for more info. Identify (contextualize) your link.
There’s an App for That Use a CMS (content
management system) like Hootsuite to manage multiple accounts, platforms and searches, and to schedule tweets for later.
Use lists to manage hashtags, leaders, etc. Follow other lists.