vocus uc2010hybrid1
TRANSCRIPT
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FROM PR PAST TO SOCIAL MEDIA POWERDeirdre Breakenridge
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The Hybrid: New Landscape
Public relations is not dead is just being reinvented without:
• Mass communication • Broadcast model• One way messaging • Corporate walls• Questionable ethics
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The Hybrid: New Landscape
Public relations is not dead is just being reinvented with the:
• Bottom up listening approach• One-to-one interaction fosters two way
conversations• Meaningful communication = valuable
resource• PR poised to earn newfound recognition
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A Communications Model – With Noise
NOISE
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A New Model - No Noise
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The Hybrid: Traditional Meets Social Media
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The Hybrid: Traditional Meets Social Media
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The Hybrid Model
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The Hybrid: Our Seat at the Boardroom Table
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Success for the PR Professional
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Success for the PR Professional
Where are you on the Social Technographics Ladder?
•Creators: make social content go.•Conversationalists: update status on networks•Critics: respond to content from others.•Collectors: organize content for themselves or others•Joiners: connect in social networks•Spectators: read blogs, watch videos and listen to podcasts• Inactives: neither create nor consume social content
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Success for the PR Professional
Roles/responsibilities of the Hybrid:
• Strategic communicator• Social media expert • Sociologist• Market analyst/expert • Web marketer • Customer service representative • Relationship marketer • Viral marketer • Conversationalist/listener• Research librarian
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Success for the PR Professional
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Success for the Hybrid Professional
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Success for the Hybrid Professional
Characteristics/Traits of the Hybrid
• Commitment• Perseverance• Experience through experimentation• Proactive• Skilled listener/sharer• Relationship driven • Connector (Agent Zero – From Trust Agents)• Critical/analytic thinker• Strategic communicator
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Hybrids Must Show Value
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Hybrids Must Show Value
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THE MAKING OF THE HYBRID
ARE YOU READY?
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THE MAKING OF THE HYBRID
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Traditional PR:
• News Releases• Newsletters• Case Studies• Special Events• Speeches • Media Kits• Speakers Bureaus• Public Service Announcements
PR 2.0:
• Social Media Releases• VNR 2.0• Podcasts/Video Podcasts• Blogs/Vlogs• Wikis• Widgets• Polls/Interactive Surveys• Word Clouds
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Traditional Coverage Included:
•Wall Street Journal• CNN • Fox & Friends• Bloomberg TV• The Today Show• 94 WYSP Philadelphia• KSRO Radio Sonoma County• 101 WRIF Radio• Big 105.9 in Miami
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The IT Department
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“What stands between you and Social Media Power”
YOU MAKE THE DIFFERENCE!
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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/dbreakenridge