This is a summary of my deck from the PRmoment Future PR Toolkit event in London sponsored by Prime Research. The seminar explored how public relations practitioners are using tools to do a better job. I used tools to see if I could better understand the European Refugee crisis. My thesis was that our view of the humanitarian disaster is biased by politicians. Half a day's work exploring networks and geotagged images surfaced first and second person stories from across the continent of refugees. The International Organisation of Migration reports that 473,887 had arrived in Europe by sea so far in 2015. The European Union last week agreed quotas for 120,000 people. You don't need tools to tell you that the numbers don't add up.

1. Stephen Waddington @wadds
Using tools for listening and
understanding publics
European Refugee Crisis
Your Future PR toolkit - PRMoment
24 September, 2015

2. Evolution of public relations
Media
relations
Influencer
relations
Brands as
media
Community
management
Social
Business

3. Mapping workflow
Workflow
Publicity / media
Planning
Insights
Management
Content
Channel
Monitoring
Analytics
Branded / owned
Influencer relations
Community

4. Introducing PRstack

5. Planning process
Research
Insight
Strategy
CreativityContent
Channels
Evaluation

6. Social media research and insight
Landscape audit
(test a hypothesis)
Social media audit
(markets, issues and
topics)
Characterize publics
(Who, what, where
and when?)
Insights
(Motivation and
content)

7. Landscape audit

8. Markets, topics and issues

9. Characterise publics

10. @hghazian, Istanbul, 8 September, 2015

11. @elmasriT, Jordan, 12 September, 2015

12. @lisa_azzurra, Röszke (Hungary), 15 September, 2015

13. @shadirahimi07, Saltzburg (Austria near German border), 17 September, 2015

14. @artulaitala, Röszke (Hungary), 18 September, 2015

15. @RupertsStreet, Calais (France), 18 September, 2015

16. @VladaRH, Tovarnik (Croatia near Serbian border), 19 September, 2015

17. @AdrianTorres_G, Brussels, 19 September, 2015

18. Fares Lababidi, Athens, 22 September, 2015

21. Thank you
Listening to publics is easier than ever thanks to social networks and
tools
Develop a rigorous process. Check prstack.co for tools and how-to
case studies
You’ll find a list of freemium tools mapped against workflow at
wadds.co.uk/prtoolbox
I’m @wadds on Twitter or Stephen.Waddington@Ketchum.com