Elise Marie Trent

ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

The Intersection of Integrated Communication and Digital Media: Implications for

Public Relations Agencies and Clients

The communication industry has been revolutionized by social media. Campaigns can be built or
broken in 140 characters, and CEOs can speak directly to consumers through blogs. Although technology
and communication mediums are ever-changing, “the success of individual messages and campaigns
depends on the experience and connections of the communicator constructing the message” (Kent, 2010,
p. 644). What public relations practitioners offer companies and clients is a well-developed skill set that
includes writing and relationship building. Public relations skill sets are well-adept for communicating
through new mediums and should be strategically called upon by companies. Ultimately, digital media
will affect public relations agencies and their clients in two primary ways: brand management and crisis
communications.

Microblogging and Brand Management

In 2005, Twitter didn’t exist. It’s now on track to break 200 million users in 2011 and over 600 tweets
are sent per second (Raby, 2010; Nalty, 2011). Twitter has also adapted to function via multiple mobile
phone platforms and applications, and is looking to continue growing. In Mid-February, Twitter launched
a refurbished translation center in order to reach more audiences and enable more users to communicate
on its platform (Parr, 2011). This microblogging site enables companies to interact with consumers and
create advocates for their brand; the audience will likely grow exponentially after additional languages are
supported on the platform.
The caveat with Twitter, and other real-time media platforms, is they have the ability to tarnish
brands and individuals in a few sentences. Take for example Kenneth Cole who tweeted “Millions are
in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://
bit.ly/KCairo -KC” (Barnett, 2011). The “-KC” signature at the end of tweets was meant to symbolize
to consumers that Kenneth Cole himself had sent the tweet and, in this case, the signature ensured
Kenneth Cole felt the wrath of angry consumers and media outlets (Barnett, 2011). Skilled, responsible
communicators can harness the power and uniqueness of Twitter’s 140 characters to reach young, mobile
audiences and carry out integrated communications plans.
Twitter’s real-time story telling ability is both a curse and blessing for organizations and their public
relations teams. Consumers are now chomping at the bit to voice opinions over issues and reach out to
companies and be heard. This vocalization requires attention and maintenance from companies in order to
not be left out of the conversation surrounding their brand. However, in order to successfully implement
integrated communications strategies, companies need to ensure they are conveying similar messages over
social media platforms as they are over print media, websites, and other publications.

Social Media and Crisis Communication

While social media are capable of damaging reputations over night, they can also help companies
repair a tarnished image. In 2009, two Domino’s employees filmed themselves contaminating food with
bodily fluids and uploaded the video to YouTube (CNET News, 2009). Domino’s President Patrick Doyle, as
well as many Domino’s consumers, were disgusted by this incident (CNET News, 2009).
 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

In response to this crisis, Domino’s President Patrick Doyle chose to reply in a video message - the
same medium as was used in the original crisis situation. The messages conveyed in the employees’ YouTube
video clearly contradicted the brand’s mission and the president’s aims for the company. However, Patrick
Doyle was able to express his condolences for the incident via multiple sites and media platforms. This
consistent message carried over into print, broadcast and other outlets. The inherent nature of social media,
and their pre-selected user group, enabled Patrick Doyle to target the same segment of Dominos consumers
that viewed the original, damaging video in a timely fashion and for little financial cost.
Because of the 24/7 nature of social media, companies are able to respond faster in times of crisis,
however, the ability to respond faster may ultimately create an expectation among consumers for companies
and organizations to do so. Companies need to integrate social media into pre-existing crisis communication
plans. The rapid speed of social media outlets is an invaluable tool to companies in times of crisis, and crisis
communicators need to be well versed social media practitioners.
Beyond Viral by YouTube guru Kevin H. Nalty explained, “the [YouTube] user base is broad in age
range (18 to 55), evenly divided between males and females, and spans all geographies. Fifty-one percent
of users go to YouTube weekly or more often and 52 percent of 18 to 34 year olds share videos often with
friends and colleagues” (p. 92). Because of the expansive audience, social media sites like YouTube should
not be overlooked in favor of Twitter or Facebook. Together, these platforms can lead to a comprehensive
crisis communication strategy. Creating a YouTube channel for a company or organization enables them to
release video statements that can be spread using sites like Twitter and Facebook.
YouTube also opens another communication channel for companies: comment threads. In an
interview with Kevin H. Nalty for Beyond Viral, encouraged readers to “Interact. Don’t upload a video
and walk away. Don’t ignore your comments or video responses, or “at replies” on Twitter. You need to be
connected and responsive. People always notice when I leave a comment on their video response, or reply to
their comments on my video. They don’t forget that. It builds a strong and fruitful bond” (p. 251).

MyBarackObama.com: Brief “Best Practices” Case Study

Although social media are a relatively new phenomenon, they are having a powerful impact on the
communications industry and strong, positive examples have developed in the past several years. Barack
Obama’s successful utilization of social media during his presidential campaign has been touted by many
outlets and used as a case study on how to harness the power of social media for proactive communication
and brand development. At the 2010 PRSSA Conference in Washington, D.C., one of Barack Obama’s
key social media advisors was selected as they keynote speaker and, in his presentation, he addressed the
grassroot, individual driven tactics taken to create such a successful campaign.
The Dragonfly Effect by Jennifer Aacker and Andy Smith, also took an in-depth look at Obama’s social
media use - in particular, My BarackObama.com. His social media use convey integrated communication
tactics that broadcast similar messages across many mediums and presented voters with a cohesive, well-
developed political platform. His website allowed users to connect, communicate, and donate with the click
of a mouse. The website launched the day Obama announced his run for president and operated on the
mission “to provide a variety of ways for people to connect and become deeply involved.”

 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

Aaker and Smith (2010) argue “MyBarackObama.com was not merely a website; it was a movement that
made politics accessible through social media that people were already using every day. It changed the
face of political campaigns forever; but, more importantly, it made getting involved as easy as opening
up an Internet browser and creating an online profile.” The Barack Obama campaign staff ’s successful
integration of social media with politics undoubtedly contributed to his presidential win and strategic
decisions, such as launching the site the day he announced his candidacy, should be viewed as guiding
tactics when companies and organizations look to apply lessons from his campaign to their own
campaigns and clients.

Conclusion

Barack Obama’s successful social media strategy plan adhered to the belief that “social media
revolve around what is essentially a central tenant of dialogue: the value of the individual” (Kent, 2010,
p. 644). Companies can successfully build brand equity and manage crises through social media if their
experienced, connected communications team remembers the value of individuals. Individuals can
become self-appointed advocates for your brand through positive interactions. However, public relations
agencies cannot maximize the value of social media for its clients without public relations practitioners
who are well-versed in social media and who are operating with well-developed core communication
skills.
 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

References:

Aaker, J., & Smith, A. (2010). The dragonfly effect: Quick, effective, and powerful ways to use
social media to drive social change. Jossey-Bass.

Barnett, L. (2011, February 4). Kenneth Cole inflames Twitter with Egypt-themed tweet advertising
his spring collection. Los Angeles Times, community. Retrieved from
http://latimesblogs.latimes.com/chatter/2011/02/kenneth-cole-twitter-egypt-cairo.html

Kent, M. “Directions of Social Media for Professionals and Scholars.” In The Sage Handbook of Public
Relations. R.L. Heath, (Ed.). Thousand Oaks: Sage Publications, 2010. 643-655. Print.

Matyszczyk, C. (2009, April 15). Domino’s apologizes for booger-sandwich video. Retrieved February 10,
2011, from CNET News website: http://news.cnet.com/8301-17852_3-10220787-71.html

Nalty, K. (2010). Beyond viral: How to attract customers, promote your brand, and make money with
online video. Wiley.

Parr, B. (2011, February 14). Twitter turns to users to translate site into more languages. Retrieved
February 10, 2011, from http://mashable.com/2011/02/14/twitter-translate-center/

Raby, M. (2010, November 10). Twitter on pace to reach 200 million users by 2011. Retrieved February
10, 2011, from TG Daily website: http://www.tgdaily.com/software-brief/
52284-twitter-on-pace-to-reach200-million-users-by-2011