how social media have changed public relations, par sara goldberger, durant smiconference.com...
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7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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\dnarmkis ptlnmqtds dr
Híbmas skcmatz
Ckhhdir ikr|d hírmd| a cjaigí –
kt iki ;
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Ckhhdir c Ӓramr auair )))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Ti ptlnmc)))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Bds okt|ianmsrds)))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Nd |ístnrar)))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Híbmas Skcmatz– rktr à cjaigd|
!;Ktm
Eacdlkkf. Rwmrrd|.]ahhd| drc) – c”dsrpnts qtd bds ktrmns mns
kir cjaigí ikr|dhírmd| p|kekibíhdirdr pnts |mdi dsr na hïhd
Iki
\mdi à cjaigd| – \P drckhhtimcarmki |dsrd\P dr ckhhtimcarmki.qtd nds ktrmns skirbmeeí|dirs
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Diemi ikts pktukis r|auamnnd| bais n ”dsp|mr bdikr|d hírmd|
C”dsr ikr|d hírmd| bd ckhhtimqtd| audc nd¦ ptlnmc ¶
Ikts aukis hamirdiair nds ktrmns pkt| dir|d| dickhhtimcarmki mird|acrmud dr bm|dcrd– íralnm| tidbmsctssmki
Na uí|mrí – dir|d nds bdtz
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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1 Bíudnkppd| tid sr|arígmd (
Dsr(cd pkt| ukts ;¦ Ikts atssm ¶ cd i'dsr pas ti a|gthdir ( ukts bdud aukm| ti u|amldskmi dr ukts sktjamrd |íanmsd| ti klodcrme bkiií
Ckhhdicd| pa| ícktrd| dr íuantd| ukr|d mibtsr|md pkt| mbdirmemd|nd hdmnndt| hkbd pkt| bíltrd| pa| dzdhpnd uma ?
Skcman Hdirmki.www)skcmanhdirmki)ckh
Rdcjikc|arm. www)rdcjikc|arm)ckh
Rwmrrd|. sda|cj)rwmrrd|)ckh
Gkkgnd. lnkgsda|cj)gkkgnd)ckh. www)gkkgnd)ckh+and|rs
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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1 Bíudnkppd| tid sr|arígmd (
Dsr(cd lki pkt| ukts ;Ukr|d jmí|a|cjmd – b'acck|b pkt| ckhhdicd| ;
Aud (ukts nds |dsskt|cds iícdssam|ds ;
Híbmas skcmatz iícdssmrd tid deek|r nkigtd bt|íd) Bkir n'acck|bpkt| pd|skiidn dr ltbgdr dsr p|mhk|bman
Aud (ukts nd rdhps ;
Híbmas skcmatz dsr tid ha|arjki 8 ça p|dibs bt rdhps auair nds|ístnrars skir íumbdirs
Dsr(cd tid p|mk|mrí pkt| ukts ;
Aud (ukts mbdirmemí uks klodcrmuds ;
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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< Bíudnkppd| tid sr|arígmdCkhhdir aukm| ti KF
Ckhhdicd audc ukr|d pnai b'aeeam|ds. na sr|arígmdha|fdrmig dr aian}sd bd ha|cjí) Sk}d |íanmsrd. híbmasskcmatz id ckisrmrtdir pas tid |ípkisd timud|sdn
Qtm bais ukr|d ptlnmc trmnmsd nds híbmas skcmatz ;
Cnmdirs. ekt|imssdt|s. okt|ianmsrds. pa|rdiam|ds.dhpnk}íds)))
Qtdnnd pnard(ek|hd ;Eacdlkkf. ]ahhd|. Rwmrrd|. Nmifdb(Mi. Umbadk))) ;
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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< Bíudnkppd| tid sr|arígmdCkhhdir aukm| ti KF
Mbdirmemd ltrs drklodcrmes
R|ktud| uksatbmdicds
Bíudnkppd| naracrmqtd
Mbdirmemd nds hdst|ds
Nd pnai bd ckirdit
Mbdirmemd nds |dsskt|cdsBm|dcrmuds dr ek|harmki
Hamirdiaicd dr at(bdnà
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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3 Bíudnkppd| tid sr|arígmdLtrs dr klodcrmes
Ltrs ( bds mirdirmkis gíií|ands dr na|gds
Klodcrmes–
p|ícms dr hdst|alnds qtm uktsambd|kir à acckhpnm| uks ltrs
Qtdns skir nds ltrs dr klodcrmuds pkt|
ukr|d k|gaimsarmki ; Mbdirmemd qtdnqtdstids qtd ukts pktud trmnmsd| híbmasskcmatz pkt| |íanmsd|)
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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3 Bíudnkppd| tid sr|arígmdLtrs dr klodcrmes
Dhpnk}íds
Cnmdirs acrtdns kt+dr etrt|dsOkt|ianmsrds dr |íbacrdt|s
Lnkgtdt|s
Ekt|imssdt|s
¦ Rjktgjr ndabd|s ¶
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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UMP
Mhpk|rair
Srafdjknbd|s
R|knns
Pd|skian bm|dcr sd|umcd– mi krjd| wk|bs pahpd| rjdh!
Srmnn a jmgj ndudn ke pd|skianmsarmki)Skhd atrkharmki ms mir|kbtcdb)
Gkkb fikwndbgd ke rjdg|ktp) Ckiracrs a|d
atrkhardb)
R|maignd b”mientdicd
Sr|ardgmc abukcards\dnarmudn} shann g|ktp
Ann krjd| fd} srafdjknbd|s
Na|gd ptlnmc
Kj. wdnn)))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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1 Bíudnkppd| na racrmqtd
Lasíd st| na sr|arígmd. ltrs dr klodcrmuds
\ípkibs atz qtdsrmkis ?Kt skir iks ptlnmqtds qtaib mns skir ¦ ki(nmid ¶
Ckhhdir dsr ndt| mird|acrmki
St| qtkm |íagmssdir(mns
¦ Um|an¶. Odtz. Pkbcasrs) ))
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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< Bíudnkppd| na racrmqtd
Naicd| tid pagd Rwmrrd|.Eacdlkkf. NmifdbMi
Naicd| ti lnkg dr ckhhdird|st| atr|ds. stmud uksckhhdiram|ds audc ?
www)ckckhhdir)ckh
Jrrp?++ck)hhdirs)ckh
www)Ckhhdiretn)ckh
Ukts íralnm| st| bds smrd imcjdssdnki ukr|d mibtsr|md
Mbdirmemd bds lnkgs mhpk|rairspkt| ukts mbdirmemd| ckhhdlnkgtdt| ¦ miumrí ¶. amism miumrd
bds lnkgtdt|s st| nd ukr|d
Digagd ukts di ckiud|sarmki
C|íd tid ¦ jasjrag ¶ pkt| ndr|aemc Rwmrrd|
Bíudnkppd tid cahpagmi qtmatghdir nd r|aemc st| nd smrd
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Ptms |ípkib|d à cds qtdsrmkis)))
Qtm ua |ípkib|d à qtdnndsqtdsrmkis ;
Sm ti ckhhdiram|d pksmrmebdu|amr(mn ïr|d p|kpagíbais nd |ísdat mird|id. ktckhhd ¦ |drwddr ¶ st|
Rwmrrd| ;Pdisd| à p|ípa|d| bds|ípkisds di auaicd
Qtm dr ckhhdir gí|d| ndspah ;
Qtd(dsr cd qm sd passd s'mn }a c|msd ;
Bdu|amr(ukts mbdirmemd|
tid+ti |dspkisalndhíbma skcmatz pa|bípa|rdhdir ;
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Mbdirmemd uks hdst|ds lasídsst| nds klodcrmes mbdirmemís
Sdnki dtz qtd(dsr cd ndstccês ;
R|aemc st| nd smrd ;
Pnts bd udirds ;
Pnts bds mird|umdws ;
Ikhl|d bds ¦ eais ¶
Alkiidhdirs uma hamn)) )
Hdst|d|
Hdst|d nd qtanmrí bd uks|dnarmkis ?
Ckhlmdi bd ekms uks cnmdirsskir(mns di ckiracr audcukts ;
Ap|ês qtdnqtds hkms uktsbdu|d aukm| assd
b”
miek|harmkis pkt| ínalk|d|ti ¦ hkbênd ¶
\aeemid uks acrmkis
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Nd pnai bt ckirdit
Lnkg Candib|md| íbmrk|man ?stodrs dr bards
NmifdbMi
C|íd| bds bmsctssmkis
Idwsndrrd|
\ítrmnmsd nd ckirdit btlnkg
Atr|ds lnkgtdt|s
P|kpksd ukts ckhhdlnkgtdt| ¦ bd passagd ¶ ktíc|muami pd|haidir
Asst|d| ¦ na e|aécjdt| ¶ pa|alkiid| st| bds lnkgs.idwsndrrd|s. Rwmrrd|.
SnmbdSja|d. ]ktRtld)))Nmsd nds okt|iatz bd n'mibtsr|md
7/31/2019 How Social Media Have Changed Public Relations, par Sara Goldberger, durant SMIConference.com Marrakech 2011 Speaker Presentation
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Bm|dcrmuds
Nds klodcrmesQtm dsr bais n”íqtmpd híbmasskcmatz
Mbdirmemd qtm eamr qtkm drnds arrdirds
A qtm appa|rmdir ndsp|kemns Rwmrrd| ; Dr ckhhdir
gí|d| nds bípa|rs ;Qtdn ckirdit sd|a bmeetsíst| nds híbmas skcmatz ;
Qtd eam|d sm nds cjksdsrkt|idir han;
Mbdirmemd nds scíia|mks bd|msqtds pkssmlnds drckhhdir mns bdu|amdirïr|d gí|íds s'mnsa||mud|kir *dr asst|d|ukts b'aukm| nd p|kcdsstsdi pnacd pkt| qt'mns id sdp|kbtmsdir pas !-
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Ek|harmki
Na sr|arígmd híbmaskcmatz
Asst|d ukts qtd c'dsrlmdi ckhp|ms
Nds bm|dcrmuds– st|rktrpkt| n'íqtmpd híbma
skcmatzEk|harmki st| nds ktrmns
Nd ckirdit
Ckhhdir nd bíudnkppd|.
gí|d|. bmeetsd|Ckhhdir digagd| nds
atbmdicds
Qtm nds ambd|kir di cas bdp|klnêhds
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Skcman Hdbma \dndasd
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Pkt| qtm dr pkt|qtkm ndSkcman Hdbma \dndasd ;
Pas g|aib cjksd à cjaigd|
Ckhhtimcarmki lasídst| n'aian}sd sr|arígmqtd
Rktokt|s nds atbmdicdsukts ckismbí|d ckhhdnds pnts mhpk|rairds
Kprmhmsí pkt| na |dcjd|cjd
Kprmhmsí pkt| nackiud|sarmki
Kprmhmsí pkt| nd pa|ragd|
Bmr qtd n'jmsrkm|d dirmê|d pa|
nd htnrmhíbmaEkt|imr nd ckirdzrd st| nds
jmsrkm|ds ckhpnmqtíds
Eamr tid hdmnndt|dmhp|dssmki„ ki(nmid‘
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Ckhhdir nd SH\ ;
Ga|bd bds rmr|ds ckt|rs
Mbdirmemd uks hkrs cní
\ackird tid jmsrkm|d
Umsd bds ndcrdt|s ¦ bmagkiatz ¶
Skts(rmr|ds pkt| cjaqtdpa|rmd bt rdzrd)
Atokt|b'jtm ki ¦ scai ¶ ndrdzrdCa|acrê|ds g|asMhagds. umbíks. ralndatzdrc)))
C|íd bds klodrs htnrmhíbmas
Ekt|imssd bds nmdis
Eacmnmrd na *|d-bmeetsmki
\dibd nd eddb(lacf eacmnd
Micntd tid sdcrmki pkt| ndsckhhdiram|ds hkbí|ís) SH\?sskir rkts eamr pkt| dickt|agd|nd bmankgtd bd uks atbmdicds
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Ckhhdir ckiracrd| ti lnkgtd|
Nmsd nd lnkg !
Ckhhdird nd lnkg\dsrd à okt| st| nds acrtanmrís bais ukr|d mibtsr|md
App|did à ckiiaér|d n'mibtsr|md dr bd sa
rd|hmiknkgmdSm nd lnkgtdt| a bds |êgnds b'digagdhdir – stmud nds
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R|ktud| qtdnqt'ti st| Rwmrrd|
Sda|cj)rwmrrd|)ckh
Www)rwmrrd||dn)ckh Sdnki stodrs
Www)rwdnnkw)ckh
Ckhhd nds pagds oatids
Www)otsrrwddrmr)ckh
Pa| mirí|ïrWww)wdeknnkw)ckh
Pa| ¦ jasjrags ¶
¦ Jasjrags ¶ di gíií|an
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Hamirdiaicd dr at(bdnà
Bd|imd| ¦ c|m ¶ rdcjimqtd
Mir|kbtm|d bd iktudatz ktrmns ;
Stmu|dnds hdst|ds
Iktudatz hkrs cnís
Iktudatz g|ktpds bd ckiracr
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Hd|cm dr qtdsrmkis !