Subscribe: PR BOOKS
http://prbooks.pbwiki.com/rss2.php
Added By: Feedage Forager Feedage Grade B rated
Language: English
Tags:
bailey edited  bailey  edited new  edited  marketing  media  new media  new  richard bailey  richard  social media  social 
Rate this Feed
Rate this feedRate this feedRate this feedRate this feedRate this feed
Rate this feed 1 starRate this feed 2 starRate this feed 3 starRate this feed 4 starRate this feed 5 star

Comments (0)

Feed Details and Statistics Feed Statistics
Preview: PR BOOKS

PR BOOKS



Recommended sources for public relations



 



Richard Bailey edited PR and New Media (2012)

Tue, 17 Apr 2012 20:09:47 +0000

'Digital is forcing many enterprises to rethink their business models - from product to sales to customer service to marketing - as it enhances and amplifies their ability to connect with customers, partners, influencers and employees.' (p24)
Chapter 3: Eb Adeyeri - Inspiring and Facilitating Creativity
'For PR and marketing professionals, just having the creative idea is never enough. It has to be sold to someone higher up, who often doesn't have a creative mindset.' (p.30)
Week Ten: Developing a Social Media Strategy
Social media strategy 2012.pptx
Based on Solis (2010) chapters 20 & 21
'Whosays what to whom in what channel with what effect' (Lasswell) becomes'Who says what, in which channel, to what effect; then ascertain who hears what, shares what, with what intent, where, to what effect' (Solis and Breakenridge 2009).
7Cs Compass Model (Shimizu 2004)
Corporation and competitor






Richard Bailey edited PR and New Media (2012)

Tue, 17 Apr 2012 19:20:12 +0000

Week Six: Writing reports and proposals
Report and proposal writing.ppt
Week Seven: Content strategy
Week Eight:
Class social media influence league table
Rank
Real name
Twitter name
# followers
Klout
PeerIndex
1
2
3
4
5
6
7
8
9
10

Social Media MBA Chapter 2 (Jeremy Woolf: Bridging the Social Media Gap)
'Web 2.0 technologies have enabled three old and fundamental human desires; namely
to share
to collaborate
'The first step - once you understand the online conversation - is to examine people's roles and responsibilities as you prepare to get involved.' (p.23)
'Digital is forcing many enterprises to rethink their business models - from product to sales to customer service to marketing - as it enhances and amplifies their ability to connect with customers, partners, influencers and employees.' (p24)
Chapter 3: Eb Adeyeri - Inspiring and Facilitating Creativity
'For PR and marketing professionals, just having the creative idea is never enough. It has to be sold to someone higher up, who often doesn't have a creative mindset.' (p.30)
Week Ten: Developing a Social Media Strategy
Based on Solis (2010) chapters 20 & 21
'Whosays what to whom in what channel with what effect' (Lasswell) becomes'Who says what, in which channel, to what effect; then ascertain who hears what, shares what, with what intent, where, to what effect' (Solis and Breakenridge 2009).
7Cs Compass Model (Shimizu 2004)
Corporation and competitor
Commodity
Cost
Communicaiotn
Channel
Consumer
Circumstances
Compass points:
N = needs
W= wants
S = security
E= education
Four Csfora social operating system (Heuer 2009)
Context:how we frame our stories
Communications:the practice of sharing our stories; listening, responding, growing
Collaboration:working together to make things better
Connections:the relationships weforge and maintain
Framework of values:
Be human
Be aware
Be honest
Be respectful
Be a participant
Be open
Be courageous
Four Cs of Community (Armano 2008)
Content:Quality content attracts audiences necessary to build communities
Context:Understanding how to meet people where they are and creating the right experience at the right time
Connectivity:Designing experiences to support interactions
Continuity:Providing an ongoing, valuable and consistent user experience
Four Cs of Social Media (Mishra 2009)
Content:social media transforms consumers into creators
Collaboration:aggregation of individual actions into meaningful collective results
Community:social media enables sustained collaboration around shared ideas
Collective intelligence:the Social Web empowers us to aggregate individual actions
"People don't build relationships witheach other in avacuum. A vibrant community isbuilt around a social obejct that is meaningful toits members. The social object can be a person, a place, a thing or an idea."
Social Marketing Compass
The brand: at the centre of the compass.
The players: these determine how, when, why and to what extent our activity is intermediated across the social web. They include:
advocates/stakeholders
traditional media
new influencers / trust agents
champions
Platform: every initiativerequires a platform upon whichto connect, communicate and congregate. They include:
mobile
social dashboards
apps
forums and groups
blogs
social networks
Channels: eg
search engineoptimisation (SEO)
syndication
user generated content
Emotions







Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:37:19 +0000

Give them a safety net
Empower them to get the job done ('our social media spokespeople need the authority to make decisions and comments in real time' p.20)
'The first step - once you understand the online conversation - is to examine people's roles and responsibilities as you prepare to get involved.' (p.23)
'Digital is forcing many enterprises to rethink their business models - from product to sales to customer service to marketing - as it enhances and amplifies their ability to connect with customers, partners, influencers and employees.' (p24)
Chapter 3: Eb Adeyeri - Inspiring and Facilitating Creativity
'For PR and marketing professionals, just having the creative idea is never enough. It has to be sold to someone higher up, who often doesn't have a creative mindset.' (p.30)




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:20:22 +0000




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:17:54 +0000

'Consumers increasingly want to deal with corporations on a human level, on their terms, and on their turf.' (p.19)
Toolkit
Determine who the social media spokespeople are
Give them a safety net
Empower them to get the job done ('our social media spokespeople need the authority to make decisions and comments in real time' p.20)
'The first step - once you understand the online conversation - is to examine people's roles and responsibilities as you prepare to get involved.' (p.23)
'Digital is forcing many enterprises to rethink their business models - from product to sales to customer service to marketing - as it enhances and amplifies their ability to connect with customers, partners, influencers and employees.' (p24)




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:09:46 +0000

7
8
9
10
Media MBA Chapter 2 (Jeremy Woolf: Bridging the Social Media Gap)
'Web 2.0 technologies have enabled three old and fundamental human desires; namely
to share
to collaborate
and to create.' (p17)
'People are inherently social creatures and increasingly demand social interaction from the companies they buy from, work for, partner with and so on.' (p18)
'Consumers increasingly want to deal with corporations on a human level, on their terms, and on their turf.' (p.19)
Toolkit
Determine who the social media spokespeople are
Give them a safety net




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:04:27 +0000

7
8
9
10
Social Media MBA Chapter 2
'Web 2.0 technologies have enabled three old and fundamental human desires; namely
to share
to collaborate
and to create.' (p17)




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 20:00:26 +0000

Week Six: Writing reports and proposals
Report and proposal writing.ppt
Week Seven: Content strategy
Week Eight:
Class social media influence league table
Rank
Real name
Twitter name
# followers
Klout
PeerIndex
1
2
3
4
5
6
7
8
9
10




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 19:39:46 +0000

See blog post.
Week Five: Social media monitoring - practical examples
Week Six: Writing reports and proposals
Report and proposal writing.ppt
Week Seven: Content strategy
Week Eight:




Richard Bailey edited PR and New Media (2012)

Tue, 20 Mar 2012 19:36:34 +0000

Resources
PR and new media module handbook 2012.doc
Journal article:
Wright, D and Hinson, M (2010)How New Communications Media Are Being Used inPublic Relations: A Longitudinal Analysis,Public Relations Journal Vol. 4, No. 3, Summer 2010 (pdf)

Week One
Introductions
Richard Bailey | www.prstudies.com | @behindthespin
Stuart Bruce | www.stuartbruce.biz | @stuartbruce



Richard Bailey edited PR and New Media (2012)

Tue, 06 Mar 2012 21:00:41 +0000

David Meerman Scott (2010)The New Rules of Marketing and PR(2nd edition) Wiley
Week Three: Big data, big ideas
Guest lecture by David Phillips (@davidghphillips) PowerPoint file
Week Four: Social media monitoring - tools and techniques
See blog post.
Week Five: Social media monitoring - practical examples
Week Six: Writing reports and proposals
Report and proposal writing.ppt







Richard Bailey edited PR and New Media (2012)

Thu, 16 Feb 2012 08:27:03 +0000

Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.
On the Web, the lines between marketing and PR have blurred.'
Scott, DM (2010: 23-24)
David Meerman Scott (2010)The New Rules of Marketing and PR(2nd edition) Wiley
Week Three: Big data, big ideas
Guest lecture by David Phillips (@davidghphillips) PowerPoint file
Week Four: Social media monitoring - tools and techniques




Richard Bailey uploaded P1020152.JPG

Thu, 16 Feb 2012 08:25:20 +0000

(image)






Richard Bailey edited PR and New Media (2012)

Wed, 08 Feb 2012 18:48:24 +0000

Flavio Oliveira | @flavioliveirabr
Eric Ongeri | @er85on
David Phillips |Leverwealth |
Mohd Umair | @omindsin
Malina Istatkova | @LinskyIstatkova
The Cluetrain Manifesto (1999/2009)
www.cluetrain.com
Page xiv
1. Markets are conversations



Richard Bailey edited PR and New Media (2012)

Tue, 07 Feb 2012 20:12:54 +0000

'It sounds so deceptively simple - 'be interesting' - but these two words should be adopted as a mantra by every wannabe crowd surfer. As with interesting people, interesting companies are the ones that are admired and talked about. Interesting companies have opinions and are not afraid to voice them.'
(2008 p 150)
'Interesting businesses such as Unilever, Innocent, IKEA, 42 Below and JetBlue keep the crowd engaged and involved by always being interesting.. and benefiting from a virtuous circle in which the more interesting they become, the more likely they are to attract interesting people with interesting ideas, to recruit the most interesting employees, to be written about in the most interesting media and talked about on the most interesting blogs. They save millions of pounds on advertising because they can rely on positive world of mouth to maintain their profile. Now that's interesting.'
(2008 p 151)
Week Two: The New Rules of Marketing and PR
PR and social media (presentation)
The Old Rules of PR
'The only way to get ink and airtime was through the media
Companies communicated to journalists via press releases
Nobody saw the actual press release except a handful of reporters and editors
Companies had to have significant news before they were allowed to write a press release
Jargon was okay because the journalists all understood it
You weren't supposed to send a release unless it included quotes from third parties, such as customers, analysts, and experts
The only way buyers would learn about the press release's content was if the media wrote a story about it
The only way to measure the effectiveness of press releaseswas through "clip books," which noted each time the media deigned to pick up a company's release
PR and marketing were separate disciplines run by different people with separate goals, strategies and measurement techniques
None of this is true anymore. The Web has transformed the rules, and you must transform your PR strategies to make the most of the Web-enabled marketplace of ideas.'
Scott, DM (2010: 11-12)
The New Rules of Marketing and PR
'Marketing is more than just advertising.
PR is for more than just a mainstream media audience.
You are what you publish.
People want authenticity, not spin.
People want participation, not propaganda.
Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.
Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web
PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the Web.
Marketing is not about your agency winning awards. It's about your organization winning business.
The Internet has made public relations public again, after years of almost exclusive focus on the media.
Companies must drive people into the purchasing process with great online content.
Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.
On the Web, the lines between marketing and PR have blurred.'
Scott, DM (2010: 23-24)
David Meerman Scott (2010)The New Rules of Marketing and PR(2nd edition) Wiley







Richard Bailey edited PR and New Media (2012)

Wed, 01 Feb 2012 15:09:30 +0000

Kalin Karov | @kalinkarov
Flavio Oliveira | @flavioliveirabr
Eric Ongeri | @er85on
David Phillips |Leverwealth |
Mohd Umair | @omindsin
The Cluetrain Manifesto (1999/2009)
www.cluetrain.com
Page xiv
1. Markets are conversations



Richard Bailey edited PR and New Media (2012)

Wed, 01 Feb 2012 15:08:02 +0000

Introductions
Richard Bailey | www.prstudies.com | @behindthespin
Stuart Bruce | www.stuartbruce.biz | @stuartbruce
Claudia Hernandez | @clausma
Kalin Karov | @kalinkarov
Flavio Oliveira | @flavioliveirabr

Eric Ongeri | @er85on
David Phillips |Leverwealth |
The Cluetrain Manifesto (1999/2009)
www.cluetrain.com



Richard Bailey edited PR and New Media (2012)

Wed, 01 Feb 2012 10:30:13 +0000

Richard Bailey | www.prstudies.com | @behindthespin
Stuart Bruce | www.stuartbruce.biz | @stuartbruce
Claudia Hernandez | @clausma
Eric Ongeri | @er85on
David Phillips |Leverwealth |
The Cluetrain Manifesto (1999/2009)
www.cluetrain.com
Page xiv
1. Markets are conversations



Richard Bailey edited PR and New Media (2012)

Wed, 01 Feb 2012 10:04:07 +0000

Week One
Introductions
Richard Bailey | www.prstudies.com | @behindthespin
Stuart Bruce | www.stuartbruce.biz | @stuartbruce
Claudia Hernandez | @clausma
Eric Ongeri | @er85on

The Cluetrain Manifesto (1999/2009)
www.cluetrain.com
Page xiv
1. Markets are conversations



Richard Bailey edited PR and New Media (2012)

Wed, 01 Feb 2012 09:52:59 +0000

Week One
Introductions
Richard Bailey | www.prstudies.com | @behindthespin
Stuart Bruce | www.stuartbruce.biz | @stuartbruce

The Cluetrain Manifesto (1999/2009)
www.cluetrain.com
Page xiv
1. Markets are conversations