Course lecture slides for social media and PR lecture 1 of 2

1. SOCIAL MEDIA AND PR

2. WE TRY TO AMASS
FOLLOWERS AND LIKES
AS IT IT’S A ‘THING’. WE
TRY TO GET VIEWS
BECAUSE THAT’S HOW WE
JUSTIFY AND
SUBSTANTIATE OUR WORK.
BUT WHY? WHAT’S IT ALL
FOR? WHAT DOES IT
MEAN? WHAT DOES IT
MATTER?
Brian Solis

3. SOCIAL MEDIA AND PR
SOLIS’ SOCIAL MEDIA PR FORMULA -ART
▸ Actions
▸ Reactions
▸ Transitions
These impact outcomes, behaviors,
and actions.

4. FUNDAMENTAL SHIFT
PRESS RELEASES/
TRADITIONAL MEDIA
RELATIONS
SHARABLE ONLINE
CONTENT

5. SOCIAL MEDIA WANTS TO INFLUENCE THE
INFLUENCERS

6. SOCIAL MEDIA AND PR
‣ Key Performance
Indicators
▸ Identify Influencers
▸ See to engage
with ppl or
brands and move
towards a larger
strategic goal(s).
▸ Track data over
time

7. PR “PRACTICE IS
DOMINATED BY THE
PRESUPPOSITION THAT
THE PURPOSE OF PUBLIC
RELATIONS IS TO
MANIPULATE THE
BEHAVIOR OF PUBLICS
FOR THE ASSUMED, IF NOT
ACTUAL, BENEFIT OF THE
MANIPULATED PUBLICS AS
WELL AS THE
ORGANIZATION.” Grunig, 1989

8. SOCIAL MEDIA AND PR
GRUNIG’S 4 MODELS:
▸ Press agentry/publicity—“propagandistic” PR seeking “media attention in
almost any way possible”
▸ Public information—“journalists-in-residence” disseminating “generally
accurate information,” but “do not volunteer negative information”
▸ Two-way asymmetrical—the Bernays approach uses research and
sophisticated manipulation methods “to identify the messages most likely to
produce support of publics without having to change the behavior of the
organization”
▸ Two-way symmetrical—has “effects that a neutral observer would describe as
benefitting both organization and publics” through “bargaining, negotiating,
and strategies of conflict resolution to bring about symbiotic changes”

9. SOCIAL MEDIA AND PR
SOCIAL CAPITAL, CONFLICT,
AND COLLABORATION
EVERY TIME YOUR LIBRARY
PROMOTES SOMETHING OR ASKS FOR
A FAVOR, IT IS MAKING A
WITHDRAWAL. IF YOUR
WITHDRAWALS EXCEED YOUR
DEPOSITS, YOUR LIBRARY
EFFECTIVELY BECOMES A COMMUNITY
LEECH—AND IN SOME CASES, A
PARIAH. SPEND SOCIAL CAPITAL
WISELY.
-SOLOMAN, 2013

10. SOCIAL MEDIA AND PR
BENEFITS OF SOCIAL CAPITAL (ACCORDING TO TAYLOR, 2013)
▸ Trust—“information, knowledge and skills” sharing, as well as “support.”
▸ Shared norms and values—“understanding” of others’ “perspectives,” and “shared
language and common goals” with “a particular context.”
▸ Shared resources and knowledge—“wider access to resources and knowledge” for
“taking forward good practice.”
▸ Reciprocity—“it is likely that others in the network will reciprocate and give to that
relationship.”
▸ Resilience within relationships—“Strong networks are resilient in the face of
challenges,” and are accepting of “constructive conversations around difficult areas.”
▸ Co-ordination and co-operation for the achievement of common goals—as “best
professional practice extends beyond traditional organisational boundaries.”