All the links are here: https://www.prweek.com/article/1524815/eugene-egg-revealed-cracking-campaign-mental-health https://darmano.typepad.com/logic_emotion/2013/10/content.html https://www.edelman.com/post/edelman-cloverleaf-forecast https://www.slideshare.net/EdelmanInsights/edelman-cloverleaf-forecast https://marxcommunications.com/guide-to-digital-public-relations/ 1 CMNS 2180 — Read Think Engage Package Week 7– Public Relations and Social Media Disruption This week, we will apply many of the ideas we’ve been exploring about spreadability, personal engagement and social capital to the professional practices and goals of the Public Relations field. We’ll look at a couple of tools developed by leaders in this field to guide PR strategic planning and communication. Part A — PR and Social Media Disruption Read/Listen 1. Read the short article on The Egg. You can read around to get the full story online as well, if you haven’t heard it before 2. Read Lipschultz, Ch. 4 (Your textbook). 3. Finally, listen to my Podcast A — PR and Social Media Disruption. There are slides to follow if you like. Engage. For you, to help you learn. Not for submission. Spend some time searching out examples of Public Relations campaigns or communications on social media that you think are brilliant … or brilliant disasters. And reflect on why, given the ideas we are exploring in the class. Hopefully, you’ll have some time in class to share and compare these examples. Part B — Power and Change through Social Media Communication Read/Listen 1. Read Armano — The Five Content Archetypes (it’s short) 2. Read The Edelman CloverLeaf Forecast and the Detailed Slideshow on the same. 3. Listen to my Podcast B — Edelman’s Tools for managing social media disruption. There are slides to follow along. Engage. For you, to help you learn. Not for submission. Spend some time looking for examples online of each of the 5 kinds of Content Archetypes Armano identifies. Perhaps you can even find all five associated with the same brand? Journal — Submit. This week, I want you to reflect on how operating within the new media ecology, with a shift from valuing content to valuing influence (ability to build social capital) presents both opportunities and risks, from a Public Relations point of view, for Brands. Pick one or two of the transformations in the media ecology for PR listed here, and reflect on the opportunities and risks they present. You can bring in an example or two from your thinking in the Engage boxes to help. You can also bring in further material from the course to help explain. 2 Transformations: ? Emphasis on ‘Direct engagement’ — but through the mediation of sharing economy — the value judgements that assign capital for sharing specific content. ? Communication must happen in and through audiences, not to them. ? Content is ‘flat’ – it blurs interpretive boundaries between news, promotion, entertainment — these are less salient than ‘sharable’ ? Importance of ‘owned to earned’ pathway ? Rationale for publication grounded in ability to ‘drive sharing’ Write about 200-250 words. Congratulations! You’ve finished this week. Example of an industry response to changing nature of PR work: 5 Archetypes of Content Cloverleaf MOBILE SOCIAL SEARCH https://darmano.typepad.com/logic_emotion/2013/10/ content.html PR Goal: Develop ‘Strategies that extend the lifecycle of a Narrative’ ‘Ecosystem Disruptions’ that make storytelling different and challenging: • Social personalization — often mobile, content flowing through lens of friends • Media proliferation/fragmentation — infinite content, finite attention • Advertising Frustration — ad blocking, bots, changes to monitization Influence in Media Ecosystem: •Platforms are technology hubs where most content discovery now starts. These dominate the digital day and include social networks / messaging services, search engines and personalized news curators •Publishers are groups of content creators. These include traditional and digital-native news organizations, platformsavvy influencers plus content and digital experiences built by brands https://www.edelman.com/post/edelman-cloverleafforecast 1 Develop social storylines. 2 Embrace distributioncentric thinking. 3 4 Drive to earned media. Create a single narrative. 5 Focus on creating canonical content. Uploaded Jan 9, 2019. 52M likes in 9 days To surpass Kylie Jenner ‘The pressure of social media is getting to me,’ the egg discloses in the commercial, after introducing itself. ‘If you’re struggling, too, talk to someone.’ ? Industry must understand new media ecology frameworks and redefine its practice ? Relationships within production, distribution and circulation of meaning must be rethought around ideas of influence, storytelling and sharing. ? Traditional Categories of paid, earned, shared and owned media are blurred ? Ecology that privileges sharing/influence over content (social capital in sharing, not the content) ? PR is less about content than about ‘compelling advocacy’ Press Releases and Media Relations Process: 1. Step One: Defining Public Relations Problems; Media Storytelling through shareable online content Less Process more Engagement: 1. Convergence of Journalism, PR, Marketing, Advertising skills and practices 2. Interactive vs. control relationship to content/communication 3. Work with and through participatory content creation, interpretation, remixing and sharing 4. More direct audience wrangling vs. Media Relations and traditional gatekeeper persuasion 2. Step 2: Planning and Programming; 3. Step 3: Taking Action and Communicating; and 4. Step 4: Evaluating the Program (Broom & Sha, 2013, pp. 261–359). ? Emphasis on ‘Direct engagement’ — but through the mediation of sharing economy — the value judgements that assign capital for sharing specific content. ? Communication must happen in and through audiences, not to them. ? Content is ‘flat’ – it blurs interpretive boundaries between news, promotion, entertainment — these are less salient than ‘sharable’ ? Importance of ‘owned to earned’ pathway ? Rationale for publication grounded in ability to ‘drive sharing’ ? ‘Gaining social capital really means becoming a strong, consistent member of the online community’ (Solomon, 2013, p. 35). Benefits of Securing Social Capital: • Trust • Shared norms and values • Shared resources and knowledge • Reciprocity • Resilience within relationships • Coordination and cooperation ? Role of employees as brand ambassadors. Enhances community participation and network access but risks of message dilution and drag ? Social Media storytelling skews to the emotive, relies on creating a sense of personal connection which can cross lines ? Challenge to ensure PR does not, as it is driven by sharing, disconnect completely from the overall strategic planning goals for the organization/brand Purchase answer to see full attachment Tags: public relations mental health Content is Flat User generated content is uploaded by users for the purposes of learning and should be used following our company’shonor code & terms of service.