Introduction to Public Relations - Lecture Notes PDF

Introduction to Public Relations Dr. Alaa Fawzy, PhD Assistant Professor/ Coordinator of International relations Faculty of Mass Communication, Cairo University Lec 5 Social Media & Online Public Relations: Main Concepts and New Practices MAIN CONCEPTS What is The key differences between iden...

Introduction to Public Relations Dr. Alaa Fawzy, PhD Assistant Professor/ Coordinator of International relations Faculty of Mass Communication, Cairo University Lec 5 Social Media & Online Public Relations: Main Concepts and New Practices MAIN CONCEPTS What is The key differences between identity – image – reputation? Example - APPLE: The brand strategy is built on a strong emotional connection with consumers. “Our products make you special,” the idea is embedded in all of Apple’s advertising campaigns and user communications. The company does not focus on products in its branding. It focuses on the qualities you will acquire with its products such as inspiration, creativity, and originality. This message is enhanced by graphics and colors of monochrome and metallic fine lines while its products is associated with luxury, style, and sophistication. Activity 1/ think and share 5 minutes Who is the most trusted person in your life? And why?  What is brand trust? The definition of brand trust is the confidence that customers have in your brand’s ability to deliver on what it promises. As a brand consistently meets the expectations it has set in the minds of customers, trust in that brand grows. Brand trust can also be affected by how well a brand lives by the values it proclaims to have. What are the New Online PR’S Practices?  Online Public Relations Online Public Relations (E-PR, Digital PR) is a form of web-based public relations that employs all the resources provided by online media. Cutlip, Center and Broom  Practice #1: The PR Policymaker ❑ POLICY is a set of rules or guidelines used by an organization or a group of people in order to achieve particular set goals, therefore, public relations policy are principle guidelines set by an organization with an objective to achieving management functions of that particular organization. Activity 1/ Case Study 5 minutes Gartner PR Policy Just Read The Case Study (Not for study)” A third party is an entity that is involved in some way in an interaction that is primarily between two other entities.  Practice #2: The Internal Collaboration Generator ❑ The Internal Collaboration Generator, is the PR person who works strategically to evaluate how social collaboration can start internally, beginning with team or department sharing and innovation. ❑ Responsibilities: ✓ Designing the action plan that moves the organization toward a newer internal communications mode. ✓ Making employees feel like they are recognized for moving forward with a new communications process. ✓ Cementing some benchmark wins to prove to upper management that the communications change management program is well on its way. ✓ Making sure that the change rooted in the organizational culture.  Practice #3: The PR Technology Tester ❑ The PR Technology Tester (PR Tech Tester) is the PR person who takes the time to research, test, and implement technology as a part of his function. Activity 2/ Discuusions 5 minutes How can artificial intelligence serve public relations? Artificial Intelligence solutions for PR ❑ Speech-to-text technology: this can assist with media interview transcripts and searching within podcasts or press conferences using speech-to-text technology. ❑ AI-assisted contact recommendations: though they haven’t been perfected yet, tools exist to proactively identify reporters who are writing about your industry, enabling you to target media most likely to cover your news, rather than manually building traditional media lists on categories and keyword searches. ❑ Predictive analytics: tools that help you customize story angles for journalists based on interests, past coverage, personalities and trends and predicting the probability of a journalist covering your story. ❑ Video authenticity monitoring: There are even tools that can be used to monitor for “deep fake” videos that could negatively impact your client’s brand reputation. ❑ Natural language generation (NLG): as evidenced by the first press release written by AI, machines can produce content using NLG, and translate it into multiple languages for broader distribution. These technologies require refinement, but they are developing quickly. ❑ Sentiment analysis: Tools are also being developed to carry out advanced sentiment analysis on social media posts, media clippings and more. ❑ Attribution for earned media: PR tech tools, like Cision Impact and Onclusive, even promise to attribute sales outcomes to earned media coverage if, for example, a prospective buyer reads an article about your client and then downloads a white paper. This technology is still in its infancy but could be a game changer for an industry hungry for an objective way to prove ROI (Return on Investment). For PR professionals, following are the basic categories of technology: ✓ Social Media Monitoring and Measurement Tools. ✓ Website Analytics and Measurement. ✓ Collaborative Social Media Platforms (social networks, micro media video sharing, photo sharing, niche networks, and so on). ✓ Content Management Systems/Blog Platforms. ✓ Social Media Releases versus News Wires with PR 2.0 Capabilities  New Terms ❑ Niche Networks: a social media platform that focuses on a specific interest group or demographic. They are different from the popular social media platforms of Facebook, Twitter, Instagram, YouTube, LinkedIn, Snapchat and Tik Tok, in that they do not cater to all audiences. This exclusivity yields many benefits when targeting specific audiences or building a professional network. Just Read The Example (Not for study)”  New Terms ❑ News Wire: an electronic news-service that delivers up-to-the-minute news, usually via the internet, to the media and the public. ❑ PR 2.0: the new wave of public relations that uses social media elements such as blogging, viral marketing, social networking, and search engine optimization.  Practice #4: The Communications (COMMS) Organizer ❑ The COMMS Organizer is the PR professional who must educate and redirect an organization to implement a new communications process. ❑ No longer can companies solely rely on the push or broadcast method to distribute their messages. Now, it’s your responsibility to make sure your company’s stakeholders are pulling information from the organization. ❑ You create new types of stories by developing, and coordinating content through different channels.