PUR 3000 Final Exam Study Guide CHAPTER 10 Social Media Social media is the new PR and Marketing frontier Internet World Wide Web WWW is the most exciting revolutionary part of the Internet Invented in 1989 by Tim Berners Lee By 2012 the number of Internet users had doubled in 5 years to 2 27 Billion Asia dominating that growth Digital Divide between haves have nots is closing 74 of whites go online 61 African Americans do 80 of Hispanic English speaking Americans do PR agencies boast online departments that help clients access the Internet Journalist s primary customers for PR embrace Internet as primary source of research and reporting Internet use by PR practitioners will grow b c 1 The demand to be educated rather than sold 2 The quest for conversation 3 The need for real time performance 4 The need for customization Websites serve as an organizations first face to the public allow an organization to speak its own voice Aim of website is to be sticky provide information that visitors are looking for measured by time spent on website how many pages looked through To create a winning website 1 What is our goal 2 What content will we include 3 How often will we edit 4 How will we enhance design 5 How interactive will it be 6 How will we track use 7 Who will be responsible Website developers most concerned about SEO search engine optimization the tweaking of keywords copy design so that a site comes up toward the top of internet search results The key is to identify promote and repeat searchable keywords and phrases that will propel a site up the search list Email 90 of adults surveyed use email least popular form of communication among teenagers Texting IM ing social media site messaging etc much higher rated Has improved organizational communications ease effectiveness makes it a good alternative to face to face but its still best Email newsletters for external use customers investors media 1 No more than one page 2 Job relevant information 3 Link content 4 Regular dissemination Email newsletters better than print b c 1 More immediate interactive than print 2 Allow for feedback 3 internal or external use Texting started slowly but now the most widely used data service Blogs basically an online diary Backbone 60 of bloggers is hobbyists 8 is corporate blogs Blogs gain respect through sneezers early adopters in a social group Blog phenomenon important for PR professional s b c it reflects the need for respected third party endorsers of products services Social Networks also called social software social computing and web 2 0 Expanding opportunities for PR practitioners must be proficient in FB twitter LinkedIn YouTube Facebook biggest social networking service with one billion members growing 5 every month Founded in 2004 by Mark Zuckerberg Average user spends 20 minutes on their site per visit 104 billion value PR embraces social media Intranets a pervasive internal communications phenomenon Allows communicators management employees to exchange information quickly effectively Monitoring the Internet is another frontline of PR Internet is free wide open international anonymous the perfect place to ruin an organizations reputation PR specialists must monitor Blogs Rouge Websites Urban Legends Social Media Analytics Content sourcing and methods standardize evaluations Reach and impressions more difficult to come by in social media Engagement business outcomes like sales other outcomes like blog posts video comments retweets Influence and relevance subjective human research Opinion and advocacy qualitative measure Impact and value financial results and reputation impact CHAPTER 11 Employee Relations Edelman study rethinking employee engagement to drive better results isn t easy Management must be willing to answer several questions in attempting to lift employee morale commitment engagement Learning from best practices Fortune magazine says worlds best company to work for is Google free food is important so is candor Management communications with employees must be candid clear credible PR responsibility to organize effective believable persuasive internal communications especially in midst of economic uncertainty Employee loyalty is low because of today s economy layoffs etc employees are expendable and there is no such thing as lifetime employment 60 of corporate CEO s reported spending more time communicating with employees 1 5 employee s give full discretionary effort on the job In general todays staff is younger increasingly female more diverse ambitious career oriented less complacent and less loyal to the company than in the past Employee public made up of numerous subgroups senior managers first line supervisors staff and line employees union laborers per diem employees contract workers others For effective employee communications management must ask Is management able to communicate effectively with employees Is communication trusted and does it relay appropriate info to employees Has management communicated its commitment to its employees and to fostering a rewarding work environment Biggest problem is that employees don t know where they stand in the eyes of management lack of understanding leads to discontent miscommunication problems and grass is greener Particularly true in times of unemployment How to achieve trusted communication in uncertain times 1 Willingness to express dissent feed back to management 2 Visibility proximity of upper management no rank distinctions 3 Priority of internal and external communication release info to employees 4 Attention to clarity benefit booklets 5 Friendly tone sense of family 6 Sense of Humor good environment workplace Internal Communications just like external communications it needs credibility Overriding challenge for the internal communicator convince employees that it not only desires to communicate with them but also wishes to do so in a truthful frank direct manner Employees want to know candidly how they are doing Trust in organizations would increase if management 1 Communicated earlier and more frequently 2 Demonstrated trust in employees by sharing bad good news 3 Involved employees in the process by asking for their ideas and opinions Smart companies realize well informed employees are the organizations best goodwill ambassadors Employees want facts not wishful thinking Being candid treating people with dignity addressing their concerns and giving them the opportunity to understand and share in the realities of the
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