Presentations text content in Engaging the media through social media
Slide1Instagram
Engaging the media through social media
Jason PohlJuly 15, 2016
Slide2Where we’re going
Introductions
How
it used to be
Why it’s better now
How journalists do journalism
How journalists use social media
How (good) PR folks use social media
The practice
Misperceptions and solutions
Questions
?
Slide3About Me
Slide4About You
Name
Department/organization
Explain your most memorable (good or bad) experience trying to pitch a story to a news organization? How did social media use factor into that experience?
Slide5How it used to be (and why it’s better now)
P
ress
releases
N
ews organization
(Some) people (might) see it.
Slow
Less interactive
Difficult to control your message
Difficult to see to what extent the messaging was working
Limited audience
Slide6How Media approach things today
Story generation
Facts, round-ups
Social
Reader-based
Immediate
REACH!
RESULTS!
Slide7News values
ImpactTimelinessProminenceProximityUnusualConflictCurrency Human interest
Slide8How journalists use SOCIAL MEDIA
News gathering toolTwitter alerts (breaking)Reciprocal connection with community Personality and branding Article sharingSelf promotionWhat the community is talking about
Slide9How I collect and share news
INTERACTION.
Slide10Personality and branding
How I use use social media
Slide11How you can use social media to:
Share thoughts/events/other news items that are interestingResearch what else is happening in the fieldNetwork with other people (journalists) interested in similar fieldsVoice, brand, and control of your message
Slide12Different ways to conceptualize this
Social Mediated
C
risis
C
ommunication
T
heory
Situational Crisis Communication Theory
Image Repair Theory, uses and gratification, credibility, among others
Implications for public relations, crisis communications, journalism, emergency management, community planning, sociology, risk assessment, linguistics
…
HAVE A PLAN AND KNOW WHY YOU HAVE THAT PLAN
Slide13Social Mediated Crisis Communication MOdel
Distinguishes among multiple publics
Social media content creators
Social media followers
Social media inactives
Five primary factors that dictate how an organization will and should communicate
Crisis origin
Crisis type
Organizations infrastructure
Crisis message form
Crisis message source
Slide14Blog-mediated crisis Communication model
Slide15Social Mediated Crisis Communication Model
Slide16Put another way
…
Slide17So what?
Increasing amount of research offering very real
solutions
for what crisis communicators and planners should be doing (Veil et al., 2011)
Establish risk and crisis management policies and process approaches
Plan
pre-event
logistics
Partner
with the
public
L
isten
to the public’s concerns and understand the
audience
C
ommunicate
with honesty, candor and
openness
Collaborate
and coordinate with credible
sources
M
eet
the needs of the (traditional) media and remain
accessible
Communicate
with compassion, concern, and
empathy
A
ccept
uncertainty and
ambiguity
P
rovide
messages of self-
efficacy
Slide18What this looks like in practice…
Slide19What this looks like in practice…
“We can have conversations with the citizens, and they with one another, in a public forum for all to see. Through this type of dialog you start to understand your community and what is important to them,” a practitioner told the authors. “That is invaluable.” —JeffCO folks discussing integrated media plan and the incident management team
Slide20Cut through the misinformation
Slide21Ongoing challenges
DO NOT ABANDON TRADITIONAL CHANNELS. PERIOD.
Scoops and exclusivity
Twitter is not just a 140-character press release
Make people care about the other stuff
Have a plan and actually use it. If policy says ONLY info will be posted on Twitter, make sure that’s the case – and make sure your local media know that.
IT MUST BE TWO-WAY
If there’s an error, CORRECT IT. Though not ideal, media often will run with the tweets as an “official” source, so PROOF IT.
Slide22The demise of journalists? No way.
“
The long and short of it is that there is no replacement for face-to-face
contact
…
and
any chief or commander or PIO who thinks they can replace that with social media is making a grave mistake.
”
Media STILL have greater reach
Major breaking: Tens of thousands of engaged minutes
Pageviews
, go-to source for information
Daily engagement and seen as the go-to source for information
http://www.poynter.org/2011/with-social-media-police-and-reporters-grapple-over-control-of-message/134489
/
Slide23Remember this?
Impact
Timeliness
Prominence
Proximity
Unusual
Conflict
Currency
Human interest
Personality, reliability, frequency, value
Slide24Misperceptions and reasons for failure
“I don’t have time to troll Facebook/Twitter/LinkedIn/
.”
The other time excuse: “I’m posting 9-5 and nobody is paying attention.”
“Nobody will see this when there’s so much going on all the time.”
“I tagged the
hashtag
to get more likes on my stream account profile.”
“I need to get this tweet approved and my boss is away.”
INCONSISTENCY
Slide25@BPGlobalPR
Slide26@BPGlobalPR
Slide27@BPGlobalPR
Slide28Questions?
Jason Pohl
Public safety journalist
Fort Collins Coloradoan
Twitter: @
pohl_jason
Cell: 970-222-5929
Email:
JasonPohl@coloradoan.com
Slide29References
Benoit, W. L. (1995).
Accounts, excuses, and apologies: A theory of image restoration
strategies
.
Albany, NY: State University of New York Press.
Benoit, W. L. (1997). Image repair discourse and crisis communication.
Public Relations
Review
,
23(2), 177-186.
Coombs, T. W. (2007). Crisis and risk communication special section introduction.
Public
Relations
Review,
33, 117.
Coombs, T. W. (2015). What equivocality teaches us about crisis communication.
Journal of
Contingencies
and Crisis Management.
23(3), 125-128.
Hughes, A. L. (2012). The evolving role of the public information officer: An examination of
social
media in emergency management.
Journal of Homeland Security and Emergency Management,
9(1), 1-22.
Liu, B. F., Jin, Y.,
Briones
, R.,
Kuch
, B. (2012). Managing turbulence in the blogosphere:
Evaluating
the blog-mediated crisis communication model with the American Red Cross.
Journal of Public Relations Research,
24, 353-370.
Wan, S.,
Koh
, R.,
Ong
, A., Pang, A. (2015). Parody social media accounts: Influence an impact
on
organizations during crisis.
Public Relations Review,
41, 381-385.
Engaging the media through social media
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