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A presentation for the PRSA International Public Relations Conference in Washington DC #PRSAICON - 12 October 2014

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Page 1: All Business is Social: The Bigger Opportunity for Public Relations

1 | 09.04.2023October 2014

Page 2: All Business is Social: The Bigger Opportunity for Public Relations

2 | 09.04.20232 | 09.04.2023

All Business is Social

PRSA International Conference

Stephen Waddingtonwadds.co.uk @wadds #PRSAICON

Page 3: All Business is Social: The Bigger Opportunity for Public Relations

3 | 09.04.2023

Stephen Waddington

Director, Ketchum Europe

President, Chartered Institute of Public Relations

Author and blogger

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4 | 09.04.20234 | 09.04.2023

#1 Shift to social

@wadds #PRSAICON

Page 5: All Business is Social: The Bigger Opportunity for Public Relations

5 | 09.04.2023

Welcome to the party

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6 | 09.04.2023

The Business of Influence

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7 | 09.04.2023

Leaders

Elders

Experts

Public

Influencers

Friends and family

Deference to reference

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8 | 09.04.2023

Friends and family

Influences

Public

Experts

Elders

Leaders

Deference to reference

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9 | 09.04.2023

The audience answers back

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10 | 09.04.2023

Media relations Influencer relationsCommunity

managementSocial Business

Evolution of public relations

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11 | 09.04.202311 | 09.04.2023

#2 Ethics and governance

@wadds #PRSAICON

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12 | 09.04.2023

Social media guidelines

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13 | 09.04.2023

Wikipedia

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Wikipedia

#1 Anyone can join the Wikipedia community and edit and contribute to content on the site.

#2 If you are concerned about the accuracy of a Wikipedia article but have a conflict of interest you must address this via the community.

#3 Head to the Talk page for the Wikipedia article concerned and draft your response.

#4 Escalate with kindness and don’t be an idiot.

#5 You can freely contribute articles related to your profession, hobbies and interests, where you do not have a conflict of interest.

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15 | 09.04.2023

Social media competitions

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16 | 09.04.202316 | 09.04.2023

#3 Media relations

@wadds #PRSAICON

Page 17: All Business is Social: The Bigger Opportunity for Public Relations

17 | 09.04.2023

Media relations Influencer relationsCommunity

managementSocial Business

Evolution of public relations

Page 18: All Business is Social: The Bigger Opportunity for Public Relations

18 | 09.04.2023

Media on Twitter

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19 | 09.04.2023

Insights via Twitter

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20 | 09.04.2023

Keyword insights

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21 | 09.04.2023

Optimize content

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22 | 09.04.2023

Branded newsrooms

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23 | 09.04.2023

Analytics

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24 | 09.04.2023

Analytics

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25 | 09.04.202325 | 09.04.2023

#4 Influencer relations

@wadds #PRSAICON

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26 | 09.04.2023

Media relations Influencer relationsCommunity

managementSocial Business

Evolution of public relations

Page 27: All Business is Social: The Bigger Opportunity for Public Relations

27 | 09.04.2023

YouTubers

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28 | 09.04.2023

Instagramers

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29 | 09.04.2023

Tools: Traackr

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30 | 09.04.202330 | 09.04.2023

#5 Social communities

@wadds #PRSAICON

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31 | 09.04.2023

Media relations

Influencer relations

Community management

Social Business

Evolution of public relations

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32 | 09.04.2023

Brands as media

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Community management

Research/Insight•Web analytics•Web research•Search insight•Social networks•Conversation• Influencers

Strategy•Define goals and objectives

•Devise means of motivation and engagement

Content•Format•Function•Content optimisation

Channels•Facebook•Twitter•LinkedIn•Google+

Engagement•Community management

•Campaign lifecycle•Social lifecycle

Evaluation•SMART Objectives•The Barcelona Principles

•Valid Metrics

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34 | 09.04.2023

Pinterest

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35 | 09.04.2023

Google+

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Facebook

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37 | 09.04.2023

LinkedIn

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38 | 09.04.2023

Real-TimeContent Ideation

and Creation

Short Form Video

Search and Social

Optimized Content

Social Posts

Shareable Visuals &

Infographics

Blogger Collateral

Offline Event Support

Shift to realtime

Page 39: All Business is Social: The Bigger Opportunity for Public Relations

39 | 09.04.2023

Paid, Earned, Shared & Owned

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40 | 09.04.2023

Reorganizing teams

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41 | 09.04.202341 | 09.04.2023

#6 Social business

@wadds #PRSAICON

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42 | 09.04.2023

Media relations

Influencer relations

Community management

Social Business

Evolution of public relations

Page 43: All Business is Social: The Bigger Opportunity for Public Relations

43 | 09.04.2023

Social brands

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44 | 09.04.2023

Social brands

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Social business

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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53 | 09.04.202353 | 09.04.2023

#7 Organizational design

@wadds #PRSAICON

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54 | 09.04.2023

Disruptors

Page 55: All Business is Social: The Bigger Opportunity for Public Relations

55 | 09.04.2023

Specialist team

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56 | 09.04.2023

Hub and spoke

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57 | 09.04.2023

Social business

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58 | 09.04.2023

baby: no profiles and still find social media all a bit baffling and new-fangled

child: on the most popular networks and push out marketing content

teenager: social media as a communication and marketing channel

young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems

grown up: the truly social organisation. Mature work-flow

Growing pains

Page 59: All Business is Social: The Bigger Opportunity for Public Relations

59 | 09.04.2023

Thank you

Public relations is modernizing and heading for the high ground

Be brave and challenge your organisation. Do the best work that you can

There has never been a more exciting time to work in our business

Page 60: All Business is Social: The Bigger Opportunity for Public Relations

60 | 09.04.2023

Future information

http://wadds.co.uk/2014/09/23/modernise-public-relations-agency-communication-team/
Page 61: All Business is Social: The Bigger Opportunity for Public Relations

Please complete the survey for this session in the Conference mobile app.

Download the mobile app at http://ddut.ch/prsa

Thank you!

Survey

http://ddut.ch/prsa
Page 62: All Business is Social: The Bigger Opportunity for Public Relations

62 | 09.04.202362 | 09.04.2023

All Business is Social

PRSA International Conference

Stephen Waddingtonwadds.co.uk @wadds #PRSAICON


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