Jason Pohl July 15 2016 Where were going Introductions How it used to be Why its better now How journalists do journalism How journalists use social media How good PR folks use social media ID: 597362
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Slide1
Engaging the media through social media
Jason PohlJuly 15, 2016Slide2
Where we’re going
IntroductionsHow 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
?Slide3
About MeSlide4
About You
NameDepartment/organizationExplain 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?Slide5
How it used to be (and why it’s better now)
Press releases News 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 audienceSlide6
How Media approach things today
Story generation
Facts, round-ups
Social
Reader-based
Immediate
REACH!
RESULTS!Slide7
News values
ImpactTimelinessProminence
Proximity
Unusual
Conflict
Currency
Human interestSlide8
How journalists use SOCIAL MEDIA
News gathering toolTwitter alerts (breaking)
Reciprocal connection with community
Personality and
branding
Article sharing
Self promotion
What the community is talking aboutSlide9
How I collect and share news
INTERACTION.Slide10
Personality and branding
How I use use social mediaSlide11
How you can use social media to:
Share thoughts/events/other news items that are interesting
Research
what else is happening in the field
N
etwork
with other people
(journalists) interested in similar fields
Voice, brand, and control of your messageSlide12
Different ways to conceptualize this
Social Mediated Crisis Communication Theory
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 PLANSlide13
Social Mediated Crisis Communication MOdel
Distinguishes among multiple publicsSocial 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 sourceSlide14
Blog-mediated crisis Communication modelSlide15
Social Mediated Crisis Communication ModelSlide16
Put another way
…Slide17
So 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-
efficacySlide18
What this looks like in practice…Slide19
What 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 teamSlide20
Cut through the misinformationSlide21
Ongoing challenges
DO NOT ABANDON TRADITIONAL CHANNELS. PERIOD.Scoops and exclusivityTwitter 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.Slide22
The 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
/Slide23
Remember this?
Impact
Timeliness
Prominence
Proximity
Unusual
Conflict
Currency
Human interest
Personality, reliability, frequency, valueSlide24
Misperceptions and reasons for failure
“I don’t have time to troll Facebook/Twitter/LinkedIn/Instagram.”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
@BPGlobalPRSlide26
@BPGlobalPRSlide27
@BPGlobalPRSlide28
Questions?
Jason Pohl
Public safety journalist
Fort Collins Coloradoan
Twitter: @
pohl_jason
Cell: 970-222-5929
Email:
JasonPohl@coloradoan.comSlide29
References
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.