Presented by Kristie Aylett, APR, on June 25, 2009, at the annual PRCA Tool Kit in Mobile, Ala. Workshop is sponsored by the Public Relations Council of Alabama.

1. Kris Ayle AP
tie tt, R
TheKARD Gro P
up R/Ma ting
rke
2 8 2 -5 5
2 -8 6 6 0
ka ka c ns
@ rd o ulting o .c m
J 2 ,2 0
une 5 0 9
Copyright 2009, The KARD Group

2. It’s a Different World
19 9
9 20
09
 Ma sm d rule
s e ia s  Ma sm d in tro le
s e ia ub
 Fa s p g rs m m s
xe , a e , e o  Bla kb rrys s a p ne
c e , m rt ho s
 “ u’ g t m il”
Yo ve o a  Se rc e ine
a h ng s
 Y2 o ho n
K n rizo  So ia ne o
c l tw rking
 Ave g 8ho
ra e urs  Ave g 75ho
ra e urs
online o
/m nth o nline o
/m nth
 C lum ine s o
o b ho ting  Ira se c n
n’ le tio

3. Or Is It?
 Ma e ryd y P ta tic re a e c .
ny ve a R c s m in ffe tive
 Ne sre a e
w le s s
 Ne s tte
w le rs
 Bro hure
c s
 Sp c l e nts
e ia ve
 P lic tio
ub a ns
P s s
R till trive fo m na e e ro
s r a g m nt le

5. Complex
 “ t’ d a w thisq tly a ho eit g e a a
Le s e l ith uie nd p o s w y.”
 Ins nt
ta
 No m re“ a icho
o mg ur” is ues te e a r c is
to s ta m nt fte ris
 Mira leo theHud o (US Airw ys15 9
c n sn a 4)
 Firs p toup a e toTw r 1 m
t ho lo d d itte inutea r la ing
fte nd
 Citize jo
n urna m-- a a ur vid o p to
lis m te e , ho s
 Ong inga e ryw re
o nd ve he
 All d y, e ry d y, g b l
a ve a lo a
 Rum rsg vira Truth a g o ne sd e n’
o o l. nd o d w o s t.
 C to e no c m la o
us m rs w o p in nlinevs c llingho
. a tline.

6. Simple
 P licRe tio isp rfe tly s dfo as c l w rld
ub la ns e c uite r o ia o ,
p rha sm retha a o r c m unic tio d c line
e p o n ny the o m a ns is ip .
 Theo o eo g o P isg o re tio hip .
utc m f o d R o d la ns s
 Theb s P c m sfro p yinga ntio toke p lic ,
et R o e m a tte n y ub s
e a ingthe , a le rningfro the .
ng g m nd a m m
 Four-Ste P c s o Re e rc P nning Im le e tio
p ro e s f s a h, la , p m nta n
a Eva tio
nd lua n
 Ta tic b s d o s te y.
c s a e n tra g
 Stra g b s d o re e rc
te y a e n s a h.

7. Grunig’s Four Models of PR
 P s Ag ntry
re s e
 P Ba
T rnum
 C le rity s
e b tunts
 P licInfo a n
ub rm tio
 Go rnm nt a e ie
ve e g nc s
 One a As m tric l
-W y ym e a
 P s re a e , ne s tte , s ticW b s s
re s le s s w le rs ta e ite
 Tw -W y Sym e a
o a m tric l
 Fe d a k , c nve a n
e b c o rs tio

8. Customer Relationships
 Ong ingC m unic tio
o o m a n
 Dire t Sa s
c le
 Ble te ’ $ 0inve tm nt re ulte in 4 % inc a ein s le in
nd c s 5 s e s d 3 re s a s
2 0 . W It Ble ?
0 6 ill nd
 De Outle ha s ld m retha $ m n in P sa a c s o s
ll t so o n 3 illio C nd c e s rie
thro h Tw r.
ug itte
 C to e Se e
us m r rvic
 @ Co c s a s o Tw r
m a tC re n itte
 Ma ting P m tio C nte ts
rke , ro o n, o s
 Tig r W o sYo
e od uTub vid o
e e

9. Media Relations
 C nve e e
o rg nc
P rint, online vid o p to , b g
, e , ho s lo s
 Ne s o la ffs
w ro m yo
 Onlinene s o s
w ro m
 So ia Me iaRe a e , w linksto o
c l d le s s ith nlinec nte
o nt
 Go g Ne sAle , a m te m nito
o le w rts uto a d o ring
 He A Re o r Out (HARO)
lp p rte
 Fre 3 d ily e a o m d q rie
e x a m ils f e ia ue s

10. Employee Relationships
 Buildc m unity
o m
 Sha kno le g
re w d e
 Intra ts
ne
 Virtua to nha
l w lls
 E-ne s tte
w le rs
W ikis
 Blo s
g
 No jus m na e e
t t a g m nt
 Ya m r.c m= Tw r-likes rvic fo inte l c m s
m e o itte e e r rna o m .

11. Fund Raising
 Onlinep ym nt s te s s p d fundra ing
a e ys m im lifie is
 Org niza nshe p rtic a ra em ne thro h
a tio lp a ip nts is o y ug
ind ua W b p g s e w le rs
ivid l e a e , -ne s tte
 In 2 0 , Am ric n C nc r So ie ra e $ 11,0 0in its
08 e a a e c ty is d 2 0
4 a
th
nnua virtua Re y fo Lifeo Se o Life
l l la r n c nd .
 Tys n Fo d inc a e d na n to fo db nksb s do
o o s re s s o tio o a ae n
num e o c m e toitshung r re f b g
b r f o m nts e lie lo .
 Ta e le Fa e o k us rsvo o ho it d e
rg t t c b o e te n w ivid d
$ m n d na n a o 10o a tio .
3 illio o tio m ng rg niza ns

12. Research Tools
 Te hno ti.c m
c ra o  SurveyMo y.c m
nke o
 Blo p e o
g uls .c m  Ale .c m
xa o
(C nve a n Tra ke
o rs tio c r)  C m e .c m
o p te o

13. Social Networking Sites
 MySp c –76m n U.S. us rs a ra e4hrs o
ae illio e , ve g /m nth
 Fa e o k –
cb o
 Mo tha 2 0m
re n 0 illio a tiveus rs
n c e
 Mo tha 10 m n lo in d ily
re n 0 illio g a
 Tre e o g w a o o e us rs
m nd us ro th m ng ld r e
 Bus s p g s
ine s a e
 Ad rtis
ve ing
 Linke In –b ine sne o
d us s tw rking 3 m n s ng
, 6 illio tro
 Ning–nic c m unitie
he o m s

14. Twitter
 A fre m ro e s g s rvic tha lim m s a e to
e ic -m s a ing e e t its e s g s
14 c ra te
0 ha c rs
 Tw e c n b s nt a re e d viatheW b s , m b
e ts a e e nd c ive e ite o ile
p ne te m s a e e .
ho , xt e s g , tc
 Es b he Ma h 2 0
ta lis d rc 0 6
 Ea a o te inc ete h, IT, b g e
rly d p rs lud c lo g rs
 Bre kingne s c n jo
a w , itize urna m
lis
 Earthq ke
ua s
 Mira leo theHud o
c n sn
 Ira Ele tio
n c n

15. Some Statistics
 Tw r us g iss iking
itte a e p
 13 % jum in uniq vis rsin o ye r
74 p ue ito ne a
 Fe rua 2 0 = 4 ,0 0
b ry 0 8 75 0
 Fe rua 2 0 = 7 m
b ry 0 9 illion
 Ap 2 0 –Tw r e rsm ins a
ril 0 9 itte nte a tre m
 @ a lus vs @ C
p k . NNBRK in ra efo 1 m n fo w rs
c r illio llo e
 Op h s nsup
ra ig
 Ne us rss ikeb m s re a ina tive
w e p ut o t m in c

16. What’s Twitter good for?
 C m unic tew ke p lic
o m a ith y ub s
 C to e
us m rs
 Em lo e
p ye s
 Sha ho e
re ld rs
 Allo c to e toc m unic tee s w yo
w us m rs o m a a ily ith u
 Re p nd q kly to s rvic is ue
so uic e e s s
 Re e fe d a k o p g m , a tivitie
c ive e b c n ro ra s c s
 Drivetra to W bs
ffic e ite
 Buildre uta n b b ingre tio hip
p tio y uild la ns s

17. Glossary of terms
 Tw e = (n) am s a ep s dtoTw r
et e s g o te itte
 ToTw e = (v) top s am s a etoTw r
et ot es g itte
 Fo w= tos n uptore e s m o e e sup a s
llo ig c ive o e ne ls ’ d te
 RT = Re e t, tofo a s m o e e stw e toyo o n
Tw e rw rd o e ne ls ’ e t ur w
fo w rs
llo e
 DM = Dire t Me s g , ap tem s a es nt tos m o w
c s a e riva e s g e o e ne ho
fo w yo up a s DMsd n’a p a o yo p fileo in
llo s ur d te . o t p e r n ur ro r
p lics a .
ub tre m
 @ us rna e= Ho tore r toa the Tw e r. A re ly
e m w fe no r e te p
m s a eb g w @ a theus rna e
e s g e ins ith nd e m.
 # = Ha hta , as b l us dtos p m nito
s g ym o e im lify o ringo r
s a hingac nve a n thre d(#Gus v, #p
e rc o rs tio a ta rville)

18. Glossary of terms
 Fa rite –Ma
vo s rkingatw e top s rveit
et re e
 Yo fa rite a p rt o yo p file
ur vo s re a f ur ro
 Sho ningaURL a d s
rte d re s
 Tinyurl.c m
o
 Bud url.c m
o
 Auto -DMs= a m ticm s a e p rha stha
uto a es g , e p nkingnew
fo w rs Ofte c us sne a re c n.
llo e . n a e g tive a tio
 Auto e t = a m ticup a sd c e
-tw e uto a d te o um ntingne W b
w e
c nte he d s e .
o nt, a line , tc

19. Getting started
 Sig up o
n nlinea w w itte o
t w .tw r.c m
 Mus b linke to a e a a c unt
t e d n m il c o
 Lim d to o a c unt p r e a
ite ne c o e m il
 C a ap file
re te ro
 Ava r (p to lo o o o r im g ) tha w a p a ne to
ta ho , g , r the a e t ill p e r xt
yo tw e
ur e ts
 Bio (b f d s rip n o a c unt; b c m sm ta g
rie e c tio f c o e o e e ta )
 P te t yo a c unt o no
ro c ur c o r t
 To re tric a c s to yo up a sto o
s t c es ur d te nly us rsyo a p ve
e u p ro .

20. Getting started
 Find o r us rs
the e
“ Findp o le o tio o m in m nu
ep ”p n n a e
 w w e rc
w .s a h.tw r.c m
itte o
w w e w o
w .tw llo .c m
 w w e llo .c m
w .w fo w o
 w w a ytw e s o o w w c ltw e s o
w .ne rb e p .c m r w .lo a e p .c m
 Re wp file o us rsw fo wthes m p o leyo
vie ro s f e ho llo a e ep u
do
 Id ntify ha hta tha inte s yo a find o rsw
e s g t re ts u nd the ho
fo wtha c nve a n
llo t o rs tio

21. They’re tweeting about you
 J t g t b c fro USS Ala a ab ttle hip
us o a k m bm a s
 Bo g ingo m to yc trip fro LittleRo k to P B,
ys o n o rc le m c C
FL in fe w e . P nnings pin Mo ilefo USS
w e ks la to b r
Ala a a Sug e tio fo o r s p ?
b m. g s ns r the to s
 TheSc utsd
o riveto Mo ile Ala a a to a a w
b , b m , d y nd ill
s e o theBa s USS Ala a ato ht!
le p n ttle hip b m nig
 Ab a theUSS Ala a a Kid a lo
o rd b m. s re vingit.
 To a is"b y'sd y" in Mo ile Ala a afo g nd o .
dy o a b , b m r ra s ns
W a g ingto vis theb ttle hip USS Ala a ain
e re o it a s bm
Mo ileBa
b y.

22. Now it’s up to you
 Ig rethec nve a n
no o rs tio
 Mo r it
nito
 P rtic a a e a e
a ip te nd ng g
 Em o e yo e p ye s c to e , vo
p w r ur m lo e , us m rs lunte rs e . to
e , tc
b c m truea b s a o .
eo e m a s d rs
Yo c nno c ntro thec nve a n o s p it.
u a t o l o rs tio r to

23. Next step? Do some research
 Id ntify s c l m d us rsa o yo e p ye s
e o ia e ia e m ng ur m lo e
 Fo ac m itte ?
rm o m e
 As ta e a ie e a o the us o s c l m d
k rg t ud nc s b ut ir e f o ia e ia
 W h s sd the vis
hic ite o y it?
 W t w uld the w nt to re e fro yo o tha s ?
ha o y a c ive m u n t ite
 Stud s s a p a nsto findb s fits
y ite , p lic tio et
 De lo s c l m d p lic fo yo o a tio
ve p o ia e ia o y r ur rg niza n
 Sc na : An e p ye b g a o w rk
e rio m lo e lo s b ut o
 Id ntify o rsin yo ind try w us s c l m d
e the ur us ho e o ia e ia
 W t d yo like d likea o the a p a h?
ha o u , is b ut ir p ro c

24. Kris Ayle AP
tie tt, R
TheKARD Gro P
up R/Ma ting
rke
2 8 2 -5 5
2 -8 6 6 0
ka ka c ns
@ rd o ulting o .c m
@ Kris TK
J 2 ,2 0
une 5 0 9
Copyright 2009, The KARD Group