prsa workshop highlights
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The Renaissance is Now
2009 Communications Summit
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Building a Digital Tapestry: How to Activate Social Media Platforms
Panelists 1. Tara Hall- AS at The Marketing Arm
2. Mike D. Merrill- SAE at New media Gateway
3. Brian Penrod- Program manager for interactive media for Susan G. Komen.
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Tips for creating a sustainable conversation online1. Consider what the audience wants to hear 2. Once the conversation is started, NEVER stop3. Get organized. Plan an editorial calendar or strategy
-when’s the best time to reach your audience?
You’ve set up your brands Twitter/Facebook, now what?- Social media is not one size fits all.- Every brand has a personality, every personality is unique.
- Ex. Southwest Airlines- Keep the conversation going in an authentic way that represents
your brand- Have a crisis communication action plan
Building a Digital Tapestry: How to Activate Social Media Platforms
cont…
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Measuring the Effectiveness of Social and Traditional Media Campaigns
Speaker: Linda Rutherford, VP of Communication and Strategic OutreachShow me the results!
-What did we get for our effort and expense?
Why Measure- Pinpointing results is essential for the client
-they become supporters when they see results- Serves as a comparison to your competitors
Monitoring Tools- Radian6 Vocus or Google Reader
*ROI on social media can sometimes be small, can we afford not to participate?
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• Shift from print to online news has affected the way in which journalists receive news– Embargoed information is no longer acknowledged
• Relationships between editorial and advertising– Is it changing?
• How has social media changed the pitch?– E-mail is still relevant but new platforms allow quicker, more concise
interaction
The Shift of Journalism: The Many Hats Journalists Now Wear