SOCIAL MEDIA & PR

3. TARGET IN PR

• pr is a targeted approach to getting your business' messages in front of the people you want to see
them, and clearly a defined target audience is a key tool for achieving this. your target audience comes
down to who you are speaking to – the people most likely to be interested in what your business offers.

3.1. TARGET AUDIENCE TYPES

• social environment:

The relationship of the institution with its environment depends on its structure. For this reason, local
governments can use nuclear power plants, factories, research laboratories, prisons, airports, ports,
etc. even though institutions with different fields of activity, such as these, are located in the same
region, their needs and communication forms differ.

• potential workforce:

Unless they are convinced that they are a good employer, employees, recent graduates, and students
at other institutions, who constitute the indifferent mass towards the institution, show different
characteristics from those looking for a job as a potential workforce.

• employees:

Employees, who are represented by many people from different cultures and different statuses, who
receive different wages, such as managers, office personnel, workers, and laboratory workers in an
organization, constitute an important group of the target audience, both as the outside representatives
of the organization and as the factor determining productivity.

• Raw material and service providers:

under this heading, it is necessary to mention two separate structures, one providing primary inputs
such as water and energy and the other providing raw materials.

• Distributors:

distributors, brokers, brokers, retailers, shopkeepers, accounting offices, gift catalogue makers,
importers and exporters, and dealers are all those who deal with the product at the stages between the
producer and the consumer.

• financial target audience:

The financial target audience, which starts with local banks for a small institution, includes investment
specialists, insurance companies, and credit sales managers for holdings.

• opinion leaders:

Public opinion leaders, who can be effective on other people with their opinions, vary from educator to
politician, from clergy to union/party leader, depending on the structure of the institution and the field of
service.

3.2 INFLUENCERS

Involves marketing brands through individuals who have an influence over other people’s purchasing
decisions.
Celebrities and bloggers are the most used form of influencer. Celebrities because of their vast reach
and bloggers because their audience is believe in the bloggers authenticity.
It is the modern day word of mouth on digital. influencer marketing influencers

● shareable content
● shareability is the holy grail of good content, as this means that consumers are willing to put branded
content on to their own personal social feed. they have now become an advocate. the role of
influencers

● interactive/engaging content
● How interactive/engaging is their content? when consumers comment/like/amplify content it
increases the brands sov.
● The content has caused a reaction from the consumer.

The role of influencers:

● celebrities would be considered tier 1 influencers. Their reach is the highest but it means their
engagement usually isn’t great.
● bloggers/social influencers would be tier 2. their reach is slightly lower but their engagement is
greater than celebrities.
● word of mouth influencers are tier 3. they don’t operate on social but on the ground. their objective
is heavily focused on sales and conversion. types of influencers celebrities bloggers/social influencers
word of mouth influencers.

Examples for influencers:

• the aim: highlight the emotional appeal of the la mer brand

• the campaign: the #eyeslightup campaign allowed users to create a photo mosaic of things in their
life that make their eyes light up and share these stylish images on instagram and twitter.
• The team approached high profile models and actors and hired them to appear in a series of videos
explaining their own “illuminating moments”. these well produced and artistic videos were shared by
these influencers using the #eyeslightup hashtag this amplified the campaign and allowed it to reach
the right kind of audiences across social media.

• The results: by combining endorsement from celebrity fans of the brand with amplification from
engaged consumers, estee lauder connected to a wide audience to the la mer, illuminating eye gel
leading to 100’s of social shares in the first few days after launch.

● visually, the ad campaign comes to life through a set of interactive icons that represent the campaign
tagline - "america runs on dunkin'." the icons help to drive the concept that dunkin' donuts'
freshly-made coffee and baked goods energize americans from all walks of life so they can keep the
country running.
● The team activated eight popular influencers -- skyler bouchard, megan & liz, aww. sam, kenzie
nimmo, harris
heller, corey scherer and marcus perez -- to create custom teaser content on the platform to engage
the public.

3.3. MESSAGE IN PR

● key messages build the foundation of public relations. they help pr prioritize efforts, ensure
consistency, and stay focused when speaking to the media, employees and other stakeholders.
● developing key messages is among first and most important steps in pr. if a pr campaign fails,
there’s a good a chance it might be due a weak or nonexistent key messages. if journalists don’t report
what you desire, before you blame them, check if you properly developed and re-enforced your key
messages.

Development of good key messages

You can describe a key message as an elevator pitch: a short summary of what your organization
represents, the distinctive value it offers, and what differentiates it from competitors. good key
messages are:

● concise, generally no more than a sentence or two,

● easy to understand,
● memorable,
● accurate and verifiable,
● relevant to specific audiences,
● compelling but not pompous, and
● written down.

Steps to develop pr key messages:

● consider company goals and objectives to ensure key messages align with your overall business
strategy.
● identify brand vocabulary, considering words and phrases you want associated with your brand and
their seo implications.
● conduct a competitive analysis to avoid creating key messages in a vacuum or too close to
competitors’ messages.

3 elements of key messages:

● a central overall message.

● supporting messages.
● “proof points” that offer the message or provide greater detail. ● for example, suppose a
manufacturer wants to shift its operations to a new location, but a local zoning regulation is
preventing it from doing so. the primary message of its public relations campaign might highlight the
chief benefit of changing the regulation, such as an increased number of jobs for locals.

conclusion

● target the influencers that your customers follow: a brand’s go- to list should consist of media
and influencers that the target audience follows and engages with. communications teams must deal
with the fact that these influencers may differ from the ones that they think they should target.
● bigger doesn’t always mean better: bigger doesn’t always mean better: take social media
influencers as an example. social media followers are not always indicative of an influencer’s reach.
some social media super stars have millions of followers but a low level of engagement.
● engage influencers: building relationships with influencers and the media does not mean sending a
press release every few months. relationships need to be cultivated and maintained through ongoing
communication. a simple way to do this is via social media.

4. PRESS RELEASE AND THE OTHER CONTENTS

- companies communicate to journalists via press releases.

- companies have to have significant news before they can write a press release
- you’re not supposed to send a release unless it includes quotes from third parties, such as
customers, analysts, and experts.

why pr needs to change?

• pr is very self-conceited
• the message is targeted for the media, not the audience

• relies heavily on the media, not the audience

why do we need new rules?

the old vs. the new rules of pr

the long tail of marketing

understanding the long tail strategy Chris Anderson is a british-american writer and editor most
notably known for his work at wired magazine. In 2004, Anderson coined the phrase "long tail" after
writing about the concept in wired magazine where he was editor-in-chief. In 2006, Anderson also
wrote a book titled “the long tail: why the future of business is selling less of more.”

the long tail of marketing

“the theory of the long tail is that our culture and economy is increasingly shifting away from a
focus on a relatively small number of “hits” (mainstream products and markets) at the head of the
demand curve and toward a huge number of niches in the tail.

as the cost of production, marketing and distribution is lower, especially online, there is now less
need to lump products and consumers into one-size-fits-all containers.

in an era without the constraints of physical shelf space and other bottlenecks of distribution,
narrowly targeted goods and services can be as economically attractive as mainstream fare.”

the long tail - keywords

● every product has a buyer. but bringing together the right buyer and product is a difficult challenge.
● primarily most of the sales on the internet (e-commerce and music) are based on the most popular
products, which is a significant problem.
● the main reason is that the product that will sell the most is placed on the home page and can be
advertised.
● for example, while billie eilish's new album sells well in spain, it would be wrong to advertise
megadeth to users. however, the profit margin of
best-selling products is low. this is because all competitors must sell the same products at the same
price. on the other hand, low-selling products and those in stock are constantly losing money.

adventages of the long tail

1 - they have lower competition

2 - they have better conversion rates
3 - they increase your content visibility
4 - they can help new or low-authority pages rank quickly
5 - they will help you rank for short-tail keywords too
6 - they optimize your blog strategy
7 - they allow you to personalize your content
8 - you can get them from google analytics
9 - they prepare you for future trends
10 - they work better for voice search
11-theycostlesstobidon

Long tail is the new black

● Netflix's strategy is based on the rules of the so-called “long tail” theory, which argues that products
with lower market demand or low sales volume may constitute a market share that rival or surpass the
bestselling movies and current blockbusters, but only if the movie distribution channel is large enough.
● Amazon uses long tail marketing strategy- when you search for a product on amazon, they
recommend some products. That's a long tail marketing strategy. Sometimes these products have no
relation with the product you choose. Still, amazon recommends it to focus on multiple niche markets.
 4.1. CONVERGENCE: MARKETİNG & PR

• In the web, online content in all of its forms is causing convergence of marketing and pr that doesn’t
really exist off-line.

• content represents who you are. • content drives action.

• great content brands an organization as a trusted resource and calls people to action.

Essential quotations: content is king

• Jim Petersen, CEO, the concrete network “every business has information that can contribute to the
education of the marketplace. you need to ask yourself, „how can i
get that information out there?‟... get down to the essence of what your product solves and write good
stories about that and publish them online.”

Essential quotations: pr & marketing lessons

• Dave Meerman Scott “instead of writing press releases only when we have big news – releases that
reach only a handful of journalists – we should be writing releases that highlight our expert ideas and
stories, and we should be distributing them so that our buyers can find them on the news search
engines and vertical content sites.”

and... communication...

● communication is... • 50% talking • 50% listening

● the media you produce is the place where you talk
● but prior to that, you have a whole lot of listening to do to know what to talk about
● to join the conversation

4.2. PRESS RELEASE PRODUCTION

● a press release is a written statement to the media.

● it can announce a range of news items, including scheduled events, personal promotions, awards,
new products and services, sales accomplishments, etc. ● it can also be used to generate a feature
story.

• the use of press releases is common in the field of public relations (pr) .

• Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers,
magazines, radio stations, television stations or television networks.

• a press release provides reporters with an information subsidy containing the basics needed to
develop a news story.

• reporters are more likely to consider a story idea if they first receive a press release. it is a
fundamental tool of pr work, one that anyone who's willing to use the proper format can use.
• A press release is a short, concise and compelling news story written by a public relations
professional for the purpose of piquing the interest of a journalist or publication and later gaining a
free publicity.

examples of press releases

● a company opens a local branch, bringing new jobs

● a non-profit organization sponsors a nationwide service project ● an author publishes a new book on
a hotly debated topic
● university scientists announce study results
● a theater group performs its new play
● an automotive manufacturer announces a new model with high-tech features include:

Characteristics of an effective press release

• an effective press release involves developing a story idea that's unique, timely and
newsworthy.

• several factors can make a story newsworthy. timeliness is the most important, or else the story
wouldn't be "news.”

• also important are the prominence of the people or organization featured in the story, the
physical proximity of the story to the intended audience and the "human interest" angle.

characteristics of an effective press release

• human-interest stories are emotional in content and frequently feature kids, the elderly, animals
and charitable institutions.

• a press release should read like a news story, written in third-person, citing quotes and sources
and containing standard press release information.

• although a press release is a public relations tool , it should not read as overly promotional. i f it
sounds too much like a sales pitch, it will lose credibility in the eyes of the journalist.

4.3. VIDEO RELEASE

• video news release (vnr) is a video segment created by public relations firms, corporations,
lobbying groups, or government agencies to present a client’s message through news
broadcasting. it is typically a 90 second video, which includes extra bits of audio and video to mimic the
tone and visual characteristics of a news story. it is the tv version of the press-release.
● they are provided to television newsrooms to shape public opinion, promote commercial
products and services, publicize individuals, or support other interests.
● news producers may air vnrs, in whole or in part, at their discretion or incorporate them into
news reports if they contain information appropriate to a story or of interest to viewers.

● most vnrs feature a professional news reporter, someone with on-air news experience, or an
actor. vnrs also of ten include interviews with experts (who of ten have legitimate, if biased,
expertise); so called "man on the street" interviews with "average" people; and pictures of celebrities,
products, service demonstrations, corporate logos and the like, where applicable.
● in some cases the "man on the street" segments feature persons randomly selected and
interviewed spontaneously, and in other cases actors are hired and directed by vnr producers to
deliver carefully scripted comments. in addition, regardless of whether real people or professional
actors appear, vnr producers and directors, just like journalists, have complete discretion to excerpt and
edit these "interviews" into 'sound bites' that help make the point they are trying to make.

4.4. The New Rules Of Marketing & Pr:

• Pr Is For More Than Just Mainstream Media. Audience People Want Participation, Not Propaganda

• Pr ≠someone Seeing Your Company On Tv.

• Pr = Buyers Seeing Your Company On The Web • Pr Is Now Again, Thanks To The Internet

Advertising Is One-Way: Company To Consumer

• Creativity Is The Most Important Component Of Advertising

Traditional Marketing Vs. Digital Marketing

5. What Is A Story?

● a story is an account of imaginary or real people and events told for entertainment.
● a narrative, either true or fictitious, in prose or verse, designed to interest, amuse, or instruct the
hearer or reader, tale.

what makes a good story?

what makes a good story?

how to master the art of storytelling

pr definition of story

• the story is the most important things that a company needs to tell to its target audiences...

• so that

• these people will do and think...

• ...whatwewantthemtodoorthink • knowofthecompany

• feelfavourabletowardsitsbrand

• recommenditsproductstoothers

• makepositivecommentsonline
10 key concepts

1. no braniner: the mind is the key issue when it comes to pr

2. the unconscious mind is more powerful than the conscious mind. 3. the emotions of the unconscious
mind determine pr success

before we continue ...

are we in control of our decisions?

10 key concepts
4. metaphors communicated though storytelling tap into the unconscious mind where people make
decisions.
5. pr pros need to desing and conduct campaigns.

10 key concepts

6. storytelling zone of the mainstream news media is shrinking, but it is growing in the entertainment
media and social media.

7. every company can tell its own stories, like a media company. 8. digital is now changing narratives.

9. understanding the psychology of persuasion within networked contexts is a key skill for modern
communicators.

10. contemporary pr people should think like story writers & media producers. our stories won’t be

enough if we cannot live up to them

the best exotic marigold hotel

how has storytelling changed in the 21st century?

• technology

when it comes to storytelling – the rise of smartphones and new affordable technology has changed the
way we listen to, see, and share our stories. greater technological capability allows us to break the
barriers of time and geography to create awareness, engagement and action around local and global
issues.

the news is a story product

• the news is a product which media companies sell and people have attached a value to it.

• news product has been produced by standards-based journalism that is supposed to be:

• motivatedbythepursuitoftruth
• resourcefulintheuseofresearch

• informedbyfacts

• governedbystandardsandeditedwithbalance

ways we tell stories online

email
imagery

podcasts

blogging

vlogging

digital pr

social media platforms

how do we tell stories to the media though digital pr & online content? the storytelling formula

• reading/research

• create an argument

• more research

• pulling the sources together to support the argument • writing out the argument as best as you can

how to apply this to come up with a story for your business/clients and pitch it to the media

• ideation: research your client, the themes they talk about, what the news is talking about around the
topic, what are their competitors doing, etc.

how to apply this to come up with a story for your business/clients and pitch it to the media

• idea building: what angle can i create from the research?

• outreach: what is my main headline?

how to apply this to come up with a story for your business/clients and pitch it to the media

• idea building & outreach: what will support my angle? can i add something extra to make my idea
stand out?

how to apply this to come up with a story for your business/clients and pitch it to the media

• idea building: collecting extra data to support the argument.

• outreach: what data will journalists want to support this story?
how to apply this to come up with a story for your business/clients and pitch it to the media

• idea building: create the campaign & know the story inside out. • outreach: write the pitch email.

● the argument is clear throughout

● evidence to support you angle
● what have other people said/done similar to your angle
● strong story throughout the pitch making the message of the piece clear ● press releases and images
to support your angle, case studies, and comments

• the process is exactly the same, whether you are ideating, developing an idea, outreaching a
campaign to a journalist or pitching to a new client.

the art of storytelling in pr

6. THE NEED FOR EVENT MANAGEMENT

Events are increasing in scope, size and complexity. Event management:

● is the way to plan,organize and manage resources in systematic manner to create successful events
● reduces risk and uncertainty associated with the running of events
● helps to ensure that potential benefits are realized
● facilitates the continuous improvement of events.

6.1 THE NATURE AND SCOPE OF EVENTS

EVENT SIZE:

- Major events

● can attract relatively large amounts of media coverage, economic benefits and visitors
● generally ‘boutique’ style events with limited following
● not ‘must-see’ events for all people
- Minor events
● often community events generated by local government
● usually have social, cultural or entertainment objectives

6.2 The segmentation, targeting and positioning (stp) of the events

● success of the events depends on the right-fit of the target group (tg)
● to attain the right- fit a thorough segmentation, targeting and positioning anaylsis is the oxygen

6.3. Elements of EM planning

standard operating procedure (sop); segmentation, targeting & positioning (stp)

Segmentation what & why - general

Market Segment: A subgroup of people or organizations that hace one or more characteristics in
common that cause them to have the same product needs.

● a large identifiable group of customers within a market is market segmentation

● it is based on demographic, psychographic, demographic, geographic & economic traits
c-c-a: creative communicative associates

6.4 effective segmentation

segmentation is effective if the segments are:

● 1. measurable: the size, purchasing power and profiles can be measured (we need information on
customers’ purchasing behaviours)
● 2. significant in size/substantial (in terms of volume and value): if the segment is too small it might
not be financially sustainable
● 3. stable (the time element): segments must be stable enough to ensure financial sustainability
● 4. diverse in customer preferences: segments must respond differently to different marketing mix
elements and programs
● 5. accessible: segments must be effectively reached and served ● (distribution and communication
channels)

targeting what & why - general

The target audience varies by market sector.

If you specialize in social events, focus your marketing activities on individuals. for weddings, for
example, your main target audience will consist of the individuals or families involved in the event.

However, it's also important to communicate with venues that host social events, such as hotels or
banqueting suites, as they may recommend your services. for corporate or nonprofit events.
your target audience will vary by size of organization. in smaller organizations, the sales or marketing
manager will be responsible for managing events. larger organizations that participate in a number of
events may have a dedicated event manager.

targeting – who is my audience

targeting – where is my audience

targeting exemple:

let’s define the target audience of an event of your choice and discuss it in class. ex. temporada alta,

black music festival, concerts al castell de perelada, etc.

6.5 diferentiation and positioning

● the organization must decide on a value proposition: how it will create a differentiated value for
targeted segments and what position it wants to occupy in those segments
● position of a product:
● the way the product is defined by consumers on important attributes. ● consumers usually associate
attributes with benefits expected); the place the product occupies in consumers’ minds relative to
competing products.

value proposition

A value proposition refers to the value a company promises to deliver to customers should they choose
to buy their product.

A value proposition is part of a company's overall marketing strategy.

The value proposition provides a declaration of intent or a statement that introduces a company's brand
to consumers by telling them what the company stands for, how it operates, and why it deserves their
business.

a value proposition stands as a promise by a company to a customer or market segment.

the proposition is an easy-to-understand reason why a customer should buy a product or service from
that particular business. a value proposition should clearly explain how a product fills a need,
communicate the specifics of its added benefit, and state the reason why it's better than similar
products on the market.

positioning & event property

● the share-of-mind
● a brand in marketing parlance is termed as “event property” in event marketing
● “event property” is a characteristic which belongs to peo (professi̇ onal employer organi̇ zati̇ on), that
cannot be stolen or copied by competitors ● for example-miss india is the event property of femina, part
of toi, own the event and the property, irrespective of contestants, judges, venues, clients etc.
● event property helps to pre-plan the event
● the challenge is retaining the event property with the augmentation of the competition
● bringing value, threading the property to the event brings in lot of exclusivity

7. THE NEED FOR EVENT

management

• events are increasing in scope, size and complexity. • event management:

● isthewaytoplan,organizeandmanageresourcesina systematic manner to create successful events

● reducesriskanduncertaintyassociatedwiththerunningof events ●
helpstoensurethatpotentialbenefitsarerealized
● facilitatesthecontinuousimprovementofevents.

the nature and scope of events

• event size

• majorevents
● can attract relatively large amounts of media coverage, economic benefits and visitors
● generally ‘boutique’ style events with limited following
● not ‘must-see’ events for all people
• minorevents
● often community events generated by local government
● usually have social, cultural or entertainment objectives

the segmentation, targeting and positioning (stp) of the events

● success of the events depends on the right-fit of the target group (tg) ● to attain the right- fit a
thorough segmentation, targeting and positioning anaylsis is the oxygen

elements of em planning

standard operating procedure (sop); segmentation, targeting & positioning (stp segmentation what &

why - general

market segmentation why market segments are important

https://www.youtube.com/watch?v=d8ovkrnswbc

segmentation what & why

● a large identifiable group of customers within a market is market segmentation

● it is based on demographic, psychographic, demographic, geographic & economic traits

c-c-a: creative communicative associates

effective segmentation

● segmentation is effective if the segments are:

● 1. measurable: the size, purchasing power and profiles can be ● measured (we need information on
customers’ purchasing ● behaviours)
● 2. significant in size/substantial (in terms of volume and value): if ● the segment is too small it might
not be financially sustainable ● 3. stable (the time element): segments must be stable enough to ●
ensure financial sustainability
● 4. diverse in customer preferences: segments must respond ● differently to different marketing mix
elements and programs ● 5. accessible: segments must be effectively reached and served ●
(distribution and communication channels)
targeting what & why - general

mcdonald's market segmentation strategy

https://www.youtube.com/watch?v=-z-rwtvckki

targeting what & why - events

the target audience varies by market sector.

if you specialize in social events, focus your marketing activities on individuals. for weddings, for
example, your main target audience will consist of the individuals or families involved in the event.

however, it's also important to communicate with venues that host social events, such as hotels or
banqueting suites, as they may recommend your services. for corporate or nonprofit events.

your target audience will vary by size of organization. in smaller organizations, the sales or marketing
manager will be responsible for managing events. larger organizations that participate in a number of
events may have a dedicated event manager.

targeting what & why - events

targeting – who is my audience

targeting – where is my audience

targeting exemple

let’s define the target audience of an event of your choice and discuss it in class. ex. temporada alta,

black music festival, concerts al castell de perelada, etc. diferentiation and positioning

● the organization must decide on a value proposition: how it will create a differentiated value for
targeted segments and what position it wants to occupy in those segments
● position of a product:
● the way the product is defined by consumers on important attributes. ● consumers usually associate
attributes with benefits expected); the place the product occupies in consumers’ minds relative to
competing products.

value proposition

a value proposition refers to the value a company promises to deliver to customers should they choose
to buy their product.
a value proposition is part of a company's overall marketing strategy.
the value proposition provides a declaration of intent or a statement that introduces a company's brand
to consumers by telling them what the company stands for, how it operates, and why it deserves their
business.

a value proposition stands as a promise by a company to a customer or market segment.

the proposition is an easy-to-understand reason why a customer should buy a product or service from
that particular business. a value proposition should clearly explain how a product fills a need,
communicate the specifics of its added benefit, and state the reason why it's better than similar
products on the market.

let’s see and comment some good exemples

https://www.garyfox.co/value-proposition-examples/

positioning & event property

● the share-of-mind
● a brand in marketing parlance is termed as “event property” in event marketing
● “event property” is a characteristic which belongs to peo (professi̇ onal employer organi̇ zati̇ on), that
cannot be stolen or copied by competitors ● for example-miss india is the event property of femina, part
of toi, own the event and the property, irrespective of contestants, judges, venues, clients etc.
● event property helps to pre-plan the event
● the challenge is retaining the event property with the augmentation of the competition
● bringing value, threading the property to the event brings in lot of exclusivity

7. CRISIS MANAGEMENT

First: let’s define “crisis”

• A crisis is any event, issue or situation that threatens to undermine the relationship between your
brand and your audience or any event, issue or situation that may negatively affect the reputation of
your brand or business.

A crisis is a people-stopping, show-stopping, products topping, reputation defining, and trust-busting

event that creates victims and/or explosive visibility. ~ jim lukaszewski

WHY MANAGING AN ONLINE CRISIS FROM THE VERY BEGINNING IS SO IMPORTANT

The majority of the world’s population are computer savvy and they prefer to utilize technology and
simple language to communicate with people online.
Organizations should use social media to influence the public during a crisis to interact and share
factual information. Research proves that internet data boost after learning of a crisis because it is a
critical moment for the community.

Social media in the distribution of news. Traditional news reporters depend on online sources to get
facts about top news stories.

7.1 MANAGING A CRISIS CHECKLIST

all the previous points can be summarized on the following ones:

7.2. REASONS WHY CRISIS COMMUNICATION IMPORTANT

● people remember how a crisis was handled longer than the details of the crisis
● long-term damage to an organization is done before and after a crisis than during it
● proactive crisis communications helps minimize damage, improve morale, encourages healing
● need for communication grows the longer the crisis is prominent
● news media helps set community, region, national and world agendas
● news media has significant long-term impact on public perception and organizational reputation

TRADITIONAL CRISIS TRIGGERS

• Internal
● brand communication mistake
● product quality
● workplace injury
● labour dispute
● closure
● environmental abuse
● discrimination
● leadership ethics
● litigation
● supply chain
● etc

• external

● nationalism
● natural disaster
● ngo activism
● competitor assault
● hostile takeover
● customer complaint
● whistleblower
● etc

7.4 TYPES OF CRISES SUDDEN VS. SMOLDERING

sudden (35%)

● establish the facts and use consistent messages

● speed is crucial (possibly full-time coverage)
● updates every 30 minutes for first few hours, then hourly thereafter even if it means telling them there
is nothing new to report

smoldering (65%)

● much more likely to occur

● more difficult to identify in early stages
● administration usually avoids, ignores or misunderstands the potential severity
● mismanagement or human errors are usually involved
● sometimes go away on their own
● reflect on the quality and ability of management, and are taken personally by administrators

7.5 DIFFERENT TYPES OF CRISIS

● facilities crisis: damage to a facility caused by an explosion, fire or natural disaster

● community crisis: adverse conditions from a cause outside of your organization
● employee crisis: includes death or injury of employees
● consumer crisis: impact from a defective product within the organization
● image crisis: includes unlawful or ill-perceived activities such as sexual misconduct, drug use,
indictment or arrest

characteristics of online crisis

RESPONSE TO A CRISIS: MOVE FAST

● recognise the issue

● acknowledge the urgency of the situation
● demonstrate it is being taken seriously
● express empathy for those affected

A RAPID RESPONSE IS ESSENTIAL

❖ organizational leaders use social media sites to:

➢ announce vital information

➢ access the community quickly
➢ deny false information
➢ provide factual information to protect the
company’s brand name.

7.6 HOW TO USE SOCIAL MEDIA DURING A CRISIS

social media is needed in crisis management. an organization must know the following to be effective in
online communication:
● purpose for the social media site
● habits of the key audiences
● their relationship with traditional media
● stay engaged with the site
● integrate crisis management into the communication plan

the organization must know the purpose and the type of audiences who will visit the site before
choosing a strategy to engage visitors.

social media monitoring is crucial during a crisis!!!

● google alerts can help us reach any mention of our brand or ongoing crisis, so we can respond
quickly.
● hash tags (#), (key words) enhance an organization’s ability to track and monitor comments and the
level of interactions effectively during a crisis.
● organizations may utilize hash tags as a fundraising source to aid disaster victims.
organizations create hash tags to maximize messages, categorized content or to search for content
that may be negative and that can cause harm to the organization.

ROLE OF SOCIAL MEDIA : Ignite, amplify, deepen, sustain.

twitter: moving fast

● twitter will allow us to find who’s talking about us, possibly, the fastest.

● there could even be a hashtag that has been created and that we need to monitor to follow what’s
going on.
● twitter moves real fast, meaning we need to control what is going on in there, the sooner the better.

facebook: post and groups

during a crisis many organizations use facebook to:

● dispel rumors more efficiently than traditional sources.

● post pictures and videos
● engage with supporters, family and friends.
● express and share emotions, feeling and
thoughts about the crisis

facebook: dark groups

● allows leaders to send direct a message to all group members instantly
● control the message and information presented within the group
● censor information

youtube videos

● there are more than 1 billion videos watched on youtube each day
● video communication is an essential element in crisis communication
● give a visual picture of the spokesperson as he displays empathy in a credible response
● can be controlled
youtube allows the user to create video messages, conduct training sessions, etc.

blogging

blogs are useful to:

● allow ordinary people to have a voice in a crisis

● share news and post new releases
● share ideas, and dispel rumors
● get information out quickly
● send messages

bloggers are considered to be the backbone of social media blogs quickly become official news
channels during a crisis. organizations regularly monitor blog pages during crisis to aid rescue victims
as a communication channel. organizations use bloggers to post their vision for the company, and
create updates during each stage of a crisis.

linkedin

● organizations should monitor this site because most professionals engage here and they do discuss
crisis in news groups.
● this professional site has a lot of power and influence during a crisis because of the type of users.
organizations can gather news from a number of sources to monitor a crisis early and frequently.

7.7 CRISIS CHALLENGES

• can strike from anywhere

• harder to manage the longer it takes us to react• shorter & sharper • travel faster & further
• stay longer

who’s most at risk?

• consumer goods & services

• energy & natural resources
• professional/local services
• financial services
• internet & e-commerce
• government
• high profile individuals

it’s real important to prepare for a crisis before it happens

• plan proactively

• consider communications logistics

• anticipate the need for extra staff

• include contingencies

• include first-responders in you planning

establish the right one

Concern, commitment, control, confidence, competence.

7.9 PREPARING FOR A CRISIS
● social media crisis communications plan
● develop plan & protocols
● crisis & issues definitions
● goals & measurement
● online stakeholders & influencers
● policies & protocols
● content, channels & tools
● team & r&rs
● contacts

7.10 IDENTIFY VULNERABILITIES

Behavioural, operational, societal, strategic, financial, technological, legal.

crisis/issue categories
POLICIES/PROTOCOLS
• messaging
• first response
• ongoing external communications • employee communications • online influencers
• online conversations
• local considerations

SOCIAL MEDIA CRISIS TEAM: SKILLS

● listen to audiences
● develop & evaluate social media programs listen to analyse online discussions manage online
discussions
● develop & distribute content
● create & manage online advertising
8.REPUTATION MANAGEMENT

8.1 ONLINE REPUTATION MANAGEMENT:

what are you already doing?

● increasing visibility of the company- published materials in search engines to push down negative
content.
● publishing original positive content online, to outperform negative results in a search.
● actively managing entries on wikipedia, the world’s encyclopedia. ● submitting news stories to
authoritative websites in order to promote presence and suppress negative content.
● organizing, as required, legal take- down‘cease-and-desist’ requests for libelous content.
● working to achieve mentions of the brand in third party size that rank highly in google.
● surf third-party websites to engineer and place positive comments or lash out against negative ones.
● proactively offer free products and services to prominent commentators and reviewers.
● proactively responding to public criticism stemming from recent changes or crisis.
● using social media as a channel for reputation-building and service delivery. important!
MANAGING VISIBILITY
REAL-TIME INFORMATION SERVICE

summary;

however social media can also precipitate reputational crises

Social media is real-time media ideal for crisis situations when people need clear information fast:
reputational damage can be limited during a crisis by using social media to provide a useful and timely
information service.

THREE KEY TOOLS TO MANAGE A REPUTATION CRISIS:

Word`ress blog as communication hub.

Twitter feed for quick updates

Youtube channel for executive interviews.

HAVE A PLAN!! 4 POINTS

1. Manage Issues
2. Plan & prevent
3. Crisis Response
4. Post-crisis response
8 ways to build reputation with social media

1. own a star system

2. be a star system

3. take a bite out of apple

4. make everything sharable

5. host a hub

6. reward referrals

7. realign marketing- with reasons-to-recommend

8. don’t tell the stories, be stories

9. SOCIAL MEDIA & PR

- A BRAND SHOULD ALSO GET OTHERS TO TALK ABOUT IT INSTEAD OF CONSTANTLY

TALKING ABOUT ITSELF.
- PEOPLE LIKE AND THINK OF THOSE WHO KNOW A PARTICULAR SUBJECT AND
FOLLOW PEOPLE ON SOCIAL MEDIA WHO THEY TAKE AS AN EXAMPLE OR WHO LIVE
THE LIFE THEY WANT TO LIVE.
- INSTEAD OF DIRECT ADVERTISING, SUGGESTING A BRAND OR PRODUCT BY HIGHLY
INFLUENTIAL PEOPLE ON SOCIAL MEDIA IS FREQUENTLY USED TODAY AS THE
METHOD THAT MOST EFFECTIVELY INFLUENCES THE PURCHASING BEHAVIOR OF
CONSUMERS

THIS METHOD IS CALLED INFLUENCER MARKETING.

• INFLUENCER IS DERIVED FROM THE WORD “INFLUENCE,” WHICH MEANS EFFECT.

• PEOPLE WITH STRONG INFLUENCE ARE DEFINED AS «INFLUENCERS.» THIS POWER OF

INFLUENCE IS USUALLY ASSOCIATED WITH BEING A TRENDSETTER OR SPECIALIZING IN A
PARTICULAR FIELD.

• IN SOCIAL MEDIA, PEOPLE WITH MANY FOLLOWERS WITH THEIR CREATIVE, ENGAGING,
AND SINCERE PERSONALITIES ARE CALLED INFLUENCERS.

• SINCE INFLUENCERS GENERALLY GREATLY INFLUENCE SPECIFIC CATEGORIES (SUCH AS

FASHION, TECHNOLOGY, GASTRONOMY, AND TRAVEL), THEY ALSO ATTRACT THE ATTENTION
OF BRANDS.

BRANDS CAN DIRECTLY TARGET THEIR CUSTOMER GROUPS, AS IT IS CLEAR WHAT TOPICS
THE FOLLOWERS ARE INTERESTED IN.

• ESPECIALLY WHEN INFLUENCER MARKETING IS DONE WITH CREATIVE SETUPS THAT DO

NOT SMELL ADVERTISEMENTS, THE RESULTS ARE MUCH MORE SUCCESSFUL.
• SINCE INFLUENCER MARKETING CAMPAIGNS CAN BE MADE AS "HIDDEN ADVERTISING",
THEY HAVE A MORE SIGNIFICANT IMPACT ON CONSUMERS THAN OTHER MARKETING
MODELS.

• IF WE TAKE THE DATE OF THE INTRODUCTION OF SOCIAL MEDIA INTO OUR LIVES, THE
MARKETING CONCEPT WITH INFLUENTIAL PEOPLE CAN BE CONSIDERED A VERY NEW
METHOD.

• BRANDS HAVE BEEN USING CELEBRITIES IN THEIR CAMPAIGNS SINCE THE BEGINNING OF
MARKETING.

• THE MOST SIGNIFICANT DIFFERENCE BETWEEN INFLUENCERS AND CELEBRITIES IS THAT

THEY COME TO THE CONSUMER MORE SINCERELY, MORE ACCESSIBLE, AND MORE
RELIABLE.

• NO MATTER HOW CREATIVE THE ADVERTISEMENTS WITH CELEBRITIES ARE, EVERYONE

KNOWS THAT CELEBRITIES PLAY IN THE ADVERTISEMENT OF THAT BRAND FOR A CERTAIN
FEE.

• THIS INEVITABLY LOWERS THE CONSUMER'S PROPENSITY TO BUY

THOSE WHO DO INFLUENCER MARKETING PROFESSIONALLY ARE INTERESTED IN THE

CORRECT TARGETING OF THE CUSTOMER BASE, WHETHER THE CAMPAIGNS SMELL LIKE
ADVERTISEMENTS, WHICH BRAND WILL BE MORE EFFECTIVE ON WHICH SOCIAL MEDIA
PLATFORMS, HOW TO CREATE MORE IMPACT, AND WHICH SHARING TYPES SHOULD BE
CHOSEN.

• TOMOSON RESEARCH CONDUCTED IN 2014 SHOWED THAT COMPANIES THAT DO

INFLUENCER MARKETING CORRECTLY PROVIDE THREE TIMES OR MORE RETURN RATES
THAN THE GENERAL AVERAGE

10.1 WHY IS INFLUENCER MARKETING SO EFFECTIVE AND POPULAR?

IT REMOVES THE ADBLOCK.

• 47% OF INTERNET USERS STARTED USING ADBLOCK (AD-BLOCKER).

• ADBLOCK USAGE RISES TO 70% IN THE Y GENERATION, WITH THE HIGHEST PURCHASING
POWER AND THE LARGEST POPULATION.

ADBLOCK: A COMPUTER PROGRAM THAT PREVENTS ADVERTISEMENTS FROM BEING

DISPLAYED ON A SCREEN, FOR EXAMPLE WHEN YOU VISIT A WEBSITE.

THESE STATISTICS, WHICH CANNOT BE IGNORED, SHOW THAT MOST CONSUMERS BLOCK
ALL ADVERTISEMENTS THAT APPEAR ON SOCIAL MEDIA AND INTERNET PAGES WITHOUT
EVER SEEING THEM.

EVEN THOUGH CONSUMERS CAN BLOCK ADVERTISEMENTS ON SOCIAL MEDIA AND

INTERNET PAGES, NO ONE CAN BLOCK INFLUENCERS.

WHAT INFLUENCERS DO DOES NOT SMELL.

• INFLUENCERS PRODUCE AND SHARE CONTENT WITHOUT DESTROYING THEIR PROFILE

IDENTITIES WHILE PROMOTING THEIR PRODUCTS.

• BECAUSE THEY ALSO WANT TO PRESERVE THEIR NATURALNESS, STRONG BOND WITH
THEIR FOLLOWERS, AND A RELATIONSHIP OF TRUST.

• THESE NATURAL SHARING THEY MAKE ENABLE PEOPLE TO OBJECTIVELY HEAR THE
BRAND MESSAGE FROM THE VOICE THEY TRUST RATHER THAN THE BRAND'S VOICE.

INFLUENCER MARKETING EASILY INFLUENCES CONSUMERS BECAUSE IT IS BASED ON

HUMAN RELATIONS, NOT COMMERCE.

• IT REACHES THE TARGET AUDIENCE DIRECTLY.

• TRAVEL, PERSONAL CARE, WELLNESS, FAMILY LIFE, PREGNANCY AND MOTHERHOOD,

PHOTOGRAPHY, FASHION, MAKEUP, ETC. IN MANY SUBJECTS, SUCH AS EACH INFLUENCER
HAS AREAS WHERE THEY HAVE A SPECIAL EFFECT.

• WORKING WITH INFLUENCERS WHO HAVE GAINED FOLLOWERS IN THESE AREAS

ACCORDING TO THE PRODUCT CATEGORY DIRECTLY CAPTURES THE CONSUMER IN THE
DEMOGRAPHIC STRUCTURE TO BE REACHED.

IT MOBILIZES POTENTIAL CUSTOMERS.

• 74% OF CONSUMERS SEARCH THE PRODUCT THEY WILL BUY OR THE SERVICE THEY WILL
BENEFIT FROM ON SOCIAL MEDIA BEFORE MAKING ANY PURCHASE, AND 92% BELIEVE
PEOPLE'S EVALUATIONS ABOUT THAT PRODUCT (EVEN IF THEY DO NOT KNOW THOSE
PEOPLE).

CONSUMERS OF THE DIGITAL AGE CARE MORE ABOUT THE EXPERIENCES OF THE PEOPLE
WHO HAVE USED THE PRODUCT, RATHER THAN WHAT THE BRAND SAYS ABOUT ITSELF.

AS POSITIVE EXPERIENCES ARE SHARED BY INFLUENCERS, THEY MANAGE TO TOUCH

POTENTIAL CUSTOMERS AS WELL AS CURRENT CUSTOMERS

IT PROVIDES A LOT OF SUCCESS WITH LITTLE COST.

• EVEN START-UPS WITH SMALL BUDGETS CAN BECOME MILLIONDOLLAR COMPANIES AFTER
SUCCESSFUL INFLUENCER MARKETING CAMPAIGNS.
10.SEO & SOCIAL MEDIA & PR METRIC

● in early 2003, katie paine praised a new concept: “totally measurable results from your pr agency!”
● she wrote, “seo-pr combines jarboe’s search engine optimization wizardry and o’donnell’s pr and
writing skills to get your product or firm top listed in search engines and track the results.”
● she added, “they use special web pages as well as data from webtrends and other tracking software
to tell the client not just how many visitors clicked on a press release, but what they did when they got
there.”
● most communications professionals still use a model of communication developed back in 1939
● harold lasswell developed this model at the beginning of world war ii. ● as chief of the experimental
division for the study of war time communications at the library of congress, lasswell analyzed german
propaganda films.
● lasswell said five elements impacted the effectiveness of communication: ● who said it?
● what was said?
● in which channel was it said?
● to whom was it said?
● what effect did it have?

lasswell model:

lasswell is one of the "four fathers of communication". (others: paul lazarsfeld, carl hovland, kurt lewin )

lasswell, one of the most influential political scientists in american politics, has researched propaganda
and communication tools.

lasswell argued that propaganda is linked to democracy and saw it as the only tool to ensure the
participation of the masses.

he said that propaganda is more economical than techniques such as violence and bribery and that
propaganda can be used for both good and bad purposes.
lasswell posed the fundamental problem of political science in 1936:

he brought the question of “who gets what, when, how” to the field of communication in 1948.
he formulated it as "who says what, through which channel, to whom, and with what effect".

according to the model, communication is straight, linear, and unidirectional.

the purpose of communication is that the sender can create the desired effect on the receiver.

the sender, message, medium, and receiver that lasswell has positioned in the communication process
have also been sources of other communication research and theories.

we can urge that google news had reversed the classic model of communication

● who: identify your target audiences, including the public as well as the press.

● seeks what: find relevant search terms that your target audiences are likely to use.
● in which channel: use one of the press release distribution services crawled by google news.
● from whom: edit your press release - particularly the headline and first few sentences - and make
sure that it actually includes your target terms.
● with what effect: add links intended to help people find interesting, related content, when applicable,
and measure your results.

why is it important?

— 80% of consumers find your website by first writing a query into a box on a search engine (google,
yahoo, bing)
— 90% choose a site listed on the first page
— 85% of all traffic on the internet is referred to by search engines — the top three organic positions
receive 59% percent of user clicks. — cost-effective advertising
— clear and measurable roi
— operates under this assumption: more (relevant) traffic + good conversions rate = more sales/leads

what is seo?

• seo = search engine optimization

● refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve
high search engine rankings for targeted search terms.
● refers to the “industry” that has been created regarding using keyword searching a a means of
increasing relevant traffic to a website

what is seo algoritm?

● top secret! only select employees of a search engines

● reverse engineering, research and experiments gives seos (search engine optimization
professionals) a “pretty good” idea of the major factors and approximate weight assignments
● the seo algorithm is constantly changed, tweaked & updated ● websites and documents being
searched are also constantly
changing
● varies by search engine – some give more weight to on-page factors, some to link popularity

company know for certain

a good seo strategy

● research desirable keywords and search phrases

(wordtracker, overture, google adwords)
● identify search phrases to target (should be relevant to business/market, obtainable
and profitable)
● “clean” and optimize a website’s html code for appropriate keyword density, title tag optimization,
internal linking structure, headings and subheadings, etc.
● help in writing copy to appeal to both search engines and actual website visitors
● study competitors (competing websites) and search engines
● implement a quality link building campaign
● add quality content
● constant monitoring of rankings for targeted search terms

think about the words users would type to find your release and then conduct keyword research

● google’s webmaster guidelines say: “think about the words users would type to find your pages, and
make sure that your site actually includes those words within it.”
● like consumer research, keyword research can help you find out what people think about your kind of
product, what language they use when they search for the topic, what attributes are important to them,
and what promise would be most likely to make them buy your brand.

enter your brand name and up to 4 competitors into google trends to see your share of search

by default, google trends shows you the web search trends for the past 12 months. now, click on the

web search tab and select news search.

this shows you the news search interest in these terms.

now, click on the past 12 months tab and select the past 7 days.

now, scroll down and look at the related queries for these terms.
the engineers who developed the google news algorithm seem to have used the inverted
pyramid

• the headline is the most important seo factor.

headlines should be clear, concise and more than 2 and less than 22 words long.

• subheads are weighed slightly more heavily than body

copy.

subheads must stay true to the story, may contain relevant

synonyms, and can be from 50 to 160 characters long.

• the lead paragraph is weighed more heavily than later

paragraphs.

write press releases primarily for readers, not for search

engines.

● in addition to optimizing press release headlines and subheads, optimize the lead paragraphs, too
● search experts say the natural- language processing algorithms scan at least the first hundred words
or so of news articles.
● they say journalists would be wise to include two or three of the most searched keywords that relate
to their subject in the first few sentences.
● if your press release is picked up by google after distribution, you will likely see the listing of the
release on page 1, 2, or 3 in google. we have personally seen some of our press releases get picked
up by google and reside on page 1 and page 2 for over a week.
● the instructions below are in regards to promoting a freemium via a press release. a freemium is a
free product you create in order to build your email list and create relationships with your readers.

Headline Optimization

● develop a 100-character or so headline for your press release that includes your primary keyword.
● when writing a headline for your press release, incorporate your primary keyword and the name of
your company. search engines like keywords in titles, and adding your company name will help in
branding purposes. also, if your release gets picked up by a major source like google news, your
company’s name will be page-one in that search engine for as long as the release remains up.

• subhead + summary optimization

• follow up on the promise of your headline with a 200- character subhead. this will also be used as
your summary, which press release sites request. add your secondary keyword phrase in the subhead
of the press release. this way you’ll be hitting multiple keyword phrases while maintaining a solid
written flow.

• lead paragraph optimization

● your lead paragraph needs to set the tone for the entire
press release.
● as your lead paragraph is ranked just below your headline and subhead in importance, the first 250
words of content in your press release are what
google will use to determine how relevant your information is, compared to the rest of its search results.
use the first 250 words to set the tone of the rest of your release and make sure you include your
primary and secondary keywords several times.
● and keep the content newsworthy.

• body copy optimization

• for press releases getting distributed through the internet, make the body copy at least 300 words in
length. this way, if you’re including keyword phrases throughout, you make it possible to get indexed by
google. if your release isn’t at least 300 words long, google will not pay attention. 300 words is also
short enough to digest by the person who’s reading it, especially if you break it up into bullet points.

● link optimization
● when a distribution site will allow it, link your keywords and your press release’s title back to the
landing page for your report. on free press release sites, this is less likely of a feature but paid press
release sites often allow it. google will understand that the linked word is more important than other
generic, unlinked words.
● when linking, always link back to the product’s landing page when possible. for additional tracking,
create a unique url for each landing page that you can point to from your press release.

add links to help people find interesting, related content on your site and measure your results

● the primary reason to add links to a press release is to help people find interesting, related content on
your site, when it’s available.
● but, you can also use google’s free campaign url builder tool to help you measure your results.

you need to use a press release distribution service or have a newsroom that’s indexed by google
news

several press release distribution services are indexed by google news, including: • businesswire.com.

• prnewswire.com.

• globenewswire.com.
if you primarily publish press releases on your site or within a particular section url of your domain, then
it may be crawled if your site is popular.

on jan. 27, 2022, seo-pr conducted an a/b/c/d or multivariate test for a product launch by
sitelogic

sitelogic launched a series of digital marketing certification courses.

● a. first version of our press release was posted to their blog.

● b. second version of our press release was distributed via

business wire.
● c. third version of our press release was distributed via ein presswire.
● d. fourth version of our press release was used while pitching journalists, bloggers, and podcasters.

the four versions used different photos, videos, and tracking links. meta tags for pr professionals

META TAGS FOR PR PROFESSIONALS

title tag

–most important tag, needs to be highly relevant

–no more than 65 characters

–working with it/programmers

description tag

–thesis of press release or boilerplate

–no more than 25 words remember redundancy!

- seo process

• seo should be process driven

• what is the campaign objective?

• audience segmentation

• keyword development

• keyword research via paid search trends

–free tools available

–utilizing google’s adwords

 - link development

working with publications to include a link to your web site within online articles

link development is very important

–helps with overall site placement

–adding links from online communities, blogs, forums, etc

helps drive additional web traffic

easy to track via web analytics

- advantages and disadvantages of seo

• advantages

● traffic driver
● highly targeted
● potentially low cost • dynamic

disadvantages

● lack of predictability
● time for results to be
implemented
● complexity and dynamic nature
● ongoing investment
● poor for developing awareness in comparison with other media channels