The Impact of Social Media on Public Relations
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The Impact of Social Media on Public Relations
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As organizations embrace social media as a marketing tool, they must understand that it is also a communication forum that will impact their public relations. This presentation is part of a lesson plan designed for a Mass Communications course addressing theories and practice of organization-stakeholder communication.
Transcript of The Impact of Social Media on Public Relations
The Impact of Social Media
on Public Relations
Public Relations
• Marketing and Advertising
• Customer Service
• Press Relations
• Crisis Management
• Any Organization-Stakeholder
Communication
Social Media
• Collaborative Projects (i.e., Wikipedia)
• Content Communities (i.e., YouTube)
• Virtual Game and Social Worlds (i.e., Second
Life)
• Blogs
• Social Networking Sites (i.e., Facebook)
Content is created and distributed by organizations AND
stakeholders.
Mass Communication: Advertising and
Marketing
Interpersonal Communication:
Customer Service
Public Rhetoric: Press Relations
and Crisis Communication
Communication Theories
Social Media in Public Relations
• Promotes products and services (push).
• Shares information for consumption by press
and stakeholders (push).
• Listens to stakeholder input and monitors
interaction to optimize content (pull).
• Responds to stakeholder questions/complaints
(push/pull).
• Provides content that can be shared, consumed,
and interacted with independently (no control).
Ship My Pants
What About You?
Doing It Right:
Southwest Airlines Facebook Page
Customer Service
Promotion and Crisis Management
Doing It Wrong:
Cheerios Facebook Page
No Customer Service
Are They Listening?
People Don’t Think So
Good Content, Hijacked
Best and Worst Practices
To be continued…
