New Media or Traditional PR?

Presentation to GRAPE(Grand Rapids Area Professionals for

Excellence)September 23, 2009

Tim Penning, APRAssociate Professor

Grand Valley State University

New Media Excitement

• Platforms• Web sites

• Blogs

• Wikis

• YouTube

• Networks• Facebook

• Twitter

• Topic specific online communities (Ning)

…New Media…

• Sharing/Bookmarking

• Digg

• Delicious

• Buzz

• Aggregating

• RSS

• Mobile apps

Transformation

• 1 many

• 1 1

• Many many

Proclamation…

Organizationpublics

Feedback…

Organizationpublics

Conversation

Org

Public

PublicPublic

Public

Host

Org

Public

Public

Public

Public

Public Relations Defined

• Management function

• Identify, establish and maintain mutually beneficial relationships

• With ALL publics

• **It is NOT “spin,” and it is more than publicity

History/Models of PR

• Press Agentry/Publicity

• Public Information

• 2-way asymmetrical

• 2-way symmetrical

PR vs Marketing

• Relationships with all publics

• Sales to customers

…or…

• Communal relationships

• Exchange relationships

PR and Social Media

• Conversations, not proclamations

• Relationships, not sales

• Mutual benefit, not self interest

• Listen and respond

• Share

Questions?