![Page 1: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/1.jpg)
Presented By: Deirdre Breakenridge
Social Media & PR: Eight New Strategic Practices for the PR Champion
![Page 2: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/2.jpg)
Public Relations Expanded!
The Opportunity …
![Page 3: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/3.jpg)
Our World is Constantly Changing
PR needed a new model; a better approach to communications in the social media landscape.
![Page 4: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/4.jpg)
Our World is Constantly Changing
![Page 5: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/5.jpg)
When Traditional Meets Social Media
![Page 6: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/6.jpg)
A Customized Story
![Page 7: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/7.jpg)
Good Communications Starts on the Inside
![Page 8: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/8.jpg)
![Page 9: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/9.jpg)
Putting the Public Back in Public RelationsSolis • Breakenridge
![Page 10: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/10.jpg)
Calling the Socially Career Minded
Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
![Page 11: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/11.jpg)
PR + PR 2.0 Creates the Hybrid
![Page 12: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/12.jpg)
PR + PR 2.0 Creates the Hybrid
![Page 13: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/13.jpg)
Roles and Responsibilities of the Hybrid
• Strategic communicator• Social media professionals • Market analysts • Web marketer • Customer service rep• Relationship marketer • Viral marketer • Listener/Conversationalist• Research librarian
![Page 14: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/14.jpg)
Roles and Responsibilities of the Hybrid
![Page 15: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/15.jpg)
PR Expanded: Eight New Practices …
![Page 16: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/16.jpg)
PR Expanded: Eight New Practices
![Page 17: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/17.jpg)
PR Expanded: Eight New Practices PR Practice #1: The PR Policymaker
Diane Gomez, PR Manager, PRSATwitter: @gomezdm• Developed policy objectives• Coordinated other departments involved in policymaking• Audited social media properties• Used the policy matrix comparison• Communicated policy to employees • Responsible for implementing policy feedback
![Page 18: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/18.jpg)
PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator
Michael Brito, VP, Edelman DigitalTwitter: @Britopian• Supports internal collaboration• Knows sharing is fundamental for internal innovation• Uses Base Camp for internal project management• Implements real-time tools such as Yammer, to create groups based on topics• Uses content library for consistency
![Page 19: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/19.jpg)
PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator
![Page 20: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/20.jpg)
PR Expanded: Eight New Practices PR Practice #3: The Internal Collaboration Generator
Jason Kintzler, Founder, PitchEngineTwitter:@JasonKintzler• Understands how new technologies are being applied in practical ways • Gains a broad understanding of most popular tools and how they will help to address a client's specific needs• Spends about 30 minutes a day looking at new technologies (after hours) • Takes the time to beta test many new technologies
![Page 21: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/21.jpg)
PR Expanded: Eight New Practices PR Practice #4: The COMMS Organizer
Priya Ramesh, PR Director, CRT/tanakaTwitter:@NewPR• Uncovers and addresses what customers think and feel• Closes the gap between what you uncover and what’s done with the information • Uses a monitor/listen/ response strategy• Educates customer service team on how to respond with the appropriate brand tone
![Page 22: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/22.jpg)
PR Expanded: Eight New Practices PR Practice #5: The Pre-Crisis Doctor
Mary Demming Barger, CEO at The Barber GroupTwitter:@MDBarger• Thinks proactively about crisis for an small international food brand• Realizes what happens in the US will be heard globally• Plans for crisis with a detailed comment response chart• Determines the timing of the message via different social channels• Breaks down the levels of crisis
![Page 23: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/23.jpg)
PR Expanded: Eight New Practices PR Practice #6: The Relationship Analyzer
Deirdre Breakenridge, CEO, Pure PerformanceTwitter:@dbreakenridge• Moves beyond building to analyzing relationships• Visualizes the strengths and weaknesses of relationships through technology• Increases the levels of relationships toward advocacy and loyalty• Uses different channel strategies to grow relationships for long term
![Page 24: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/24.jpg)
PR Expanded: Eight New Practices PR Practice #7: The Reputation Task Force Member
Sentiment Co.
Reppy Maniger, Director, Sentiment on SteroidsTwitter:@ReppyM• Builds the human face of the company• Educates peers on the brand values and voice• Is a member of the brand police and ethics committee• Believes in relentless sentiment monitoring • Grows reputation management team from department to department to every employee
![Page 25: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/25.jpg)
PR Expanded: Eight New Practices PR Practice #8: The Master of the Metrics
Valerie Mehran Simon, Marketing, Social Media at Summit Medical Group Twitter:@ValerieSimon• Pauses frequently and asks, “So what?”• Capitalize on social networks to fill the inevitable hiring needs• Integrates a social component to employee referral programs• Assesses speed or length of recruiting cycle, quality if the hire, and changes in cost of traditional recruiting events
![Page 26: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/26.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
ARE YOU READY?
![Page 27: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/27.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 28: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/28.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 29: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/29.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #4: The COMMS Organizer
![Page 30: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/30.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 31: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/31.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Listening Across the Organization
Hub and Spoke Models
![Page 32: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/32.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
1. Use content generated through programs available for departments to share with community members across different social platforms
1. Identify compelling content or social objects that interest a community
Content Development is a Two Prong Approach:
Existing
New
SHARE!
![Page 33: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/33.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Department Calendar System
![Page 34: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/34.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Universal Sharing System
![Page 35: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/35.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Create a Playbook!Department Calendar System
Universal Sharing System
![Page 36: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/36.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
The Purpose Brief = Strategy
• Sponsoring Department/Program• Social Media Purpose Brief Date• Type of Social Media Initiative • Strategy/Purpose of the Initiative • Goals/Objectives• Target Audience• Execution/Maintenance
![Page 37: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/37.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
The Gatekeeper System
![Page 38: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/38.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 39: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/39.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #5: Pre-Crisis Doctor
![Page 40: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/40.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 41: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/41.jpg)
The Comment Response Chart
You can’t read this.It’s just a wake up call!
![Page 42: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/42.jpg)
The Comment Response Chart
Action = Reaction = Action
![Page 43: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/43.jpg)
The Comment Response Chart
If Correct Propagate General Co. QSpecific Dept. QPersonal QPeer Q
Levels of Escalation
![Page 44: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/44.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 45: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/45.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 46: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/46.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Practice #8: Master of Metrics
![Page 47: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/47.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 48: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/48.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 49: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/49.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 50: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/50.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Inform
Inspire
Engage
![Page 51: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/51.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Goals / ObjectivesHigh Level/Impact- Lead- Sales- Registration- Authority- Crisis Mitigation- Sentiment/Reputation- Recruit Talent
Low Level Participation- Fans- Followers- Tweets/Retweets- Impressions- Comments
![Page 52: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/52.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
Measure Over Time… And, Measure Apples to Apples
![Page 53: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/53.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
![Page 54: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/54.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
The PR Agency of the Future
![Page 55: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/55.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
“What Stands Between You, The Hybrid & Eight New Practices?
![Page 56: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/56.jpg)
THE MAKING OF THE HYBRID PROFESSIONAL
No One…Only You.Start from the Inside Out!
![Page 57: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/57.jpg)
Thank You! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: [email protected]: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridge
![Page 58: TSC12 - Deirdre Breakenridge - Pure Performance Communications](https://reader035.vdocument.in/reader035/viewer/2022081412/54046c878d7f72a4768b46ff/html5/thumbnails/58.jpg)