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PR in a digital media landscape


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Lecture @creative days arranged by Lundaekonomerna 2 of april 2012.

Published in: Business, Technology
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PR in a digital media landscape

  1. 1. PR in i digital medialandscapeCreative Day, 2 april 2012Fredrik Pallin, Springtime
  2. 2. Hi, my name is Fredrik Pallin
  3. 3. My agenda for today What is PR? How has a digital media landscape changed our business? How to work with PR in social media You’ll find my presentation at:
  4. 4. What is PR? PR is the practice of managing the communication between an organization and its publics. PR = “earned media” PR results in 3rd party credibility
  5. 5. What is PR?Bought channels Own channelsOffline/online ads Your staffRadio Your webTV NewslettersDirect mail FacebookSponsorship Your officeEvents/Failrs Twitter Earned channels Publicity Blogs Ambassadors Etc
  6. 6. Choice of channels Reach Control
  7. 7. What’s it like to work with PR in a digital media landscape?
  8. 8. Well, you have to adapt to these changes
  9. 9. How has social mediachanged our way tocommunicate?
  10. 10. Media yesterday  News created by predefined structures.  In order to be a sender you had to belong to a company or organization  Recipients clearly defined.  The only exchange took place through letters to the editor.
  11. 11. Media today: The customer as co-producer of social media
  12. 12. Media On Demand We no longer look at broadcasted TV - we watch what we want when we want to see it. On demand. At our hands.
  13. 13. All we need is… in our hand.
  14. 14. Something has happened in few years We don’t by CD:s We don’t rent DVD:s We don’t watch broadcasted TV The radio has moved to our pockets MTV is no more Music Television We’re shifting from paper to pads
  15. 15. What is common with all these changes?The personal recommendation is the most important factordriving sales.
  16. 16. We love to share and show off what we experience
  17. 17. The audience is engaged – are you? How do you take advantage of this engagement? Can you both contribute and benefit from the same time? How do you take home the synergies?
  18. 18. So what’s it like to work with PR today? New arenas New opinion leaders New tools New rulesNew opportunities!
  19. 19. Let’s go back to the year of 2003
  20. 20. From static web pages to dialogue pages
  21. 21. Is blogs a threat to journalism?
  22. 22. The blog as plattform for journalists
  23. 23. From blog till journalism and vice versa
  24. 24. What companies has time with social media?
  25. 25. Who has time for Facebook? Over 4.5 million active users in Sweden
  26. 26. Distributing press releases now and then
  27. 27. WHAT’S NEXT?
  28. 28. Building constant presence more important.
  29. 29. ”The handcraft” social media is more important than everImpact Social networking Traditional campaigning Time
  30. 30. Your homepage is less important
  31. 31. Your toolbox – act where the audience are
  32. 32. Where is social media organized?
  33. 33. Example: TeliaSTYRGRUPP:Catharina Ljungberg, Bredbandstjänster; Josefin Lundmark, Mobilitetstjänster; Maria Öhman, BuS;Christina Carlmark, Kundrelationer; Anders Meyer, Digitala Kanaler; Claes Larsson, Com Bredbandstjänster;Niklas Henricson, Com BuS; Charlotte Züger, Com Mobilitetstjänster Månadsmöten Nätverksansvarig: Andreas Eriksson, Bredbandstjänster Veckomöten Alla externa Forum på Bloggar på Facebook Facebook Twitter Iphone-bloggen YouTube Newsroombloggar /forum Unga vuxna N&NKarin Nordlund Karin Nordlund Szofia JacobssonSzofia Jacobsson Anna Fridlund Anna Fridlund Ola Johansson Matilda Forslind Minna LaurellKundrelationer Kundrelationer Digitala kanaler Digitala kanaler Mobilaffären Mobilaffären Marknadskom. Marknadskom. Communication Varannan Varannan Varannan Varannan vecka Efter behov TBD vecka vecka vecka Varje Efter behov vecka med More
  34. 34. Changes in society  Aware, informed and educated customers  Customers control their own production resources  Customers have the ability to organize and coordinate communication and resources  Customers are connected to each other and social contexts  Increased speed of contacts requiring faster response  Producers are consumers and vice versa  What does this mean for you communicators?
  35. 35. How can you use social media? Knowledge Perspective Relationships Identity-adding Value-adding Product development Customer Support Business intelligence Crisis management Viral campaigns Branding Customer Care
  36. 36. An interaction between content and trust over time You choose a company as you choose friends. Those you can identify with, you become fans of.
  37. 37. Thanks for listeningFredrik Pallin@pallin0708-114 115fredrik.pallin@springtime.nuYou’ll find my presentation at: