Integrating social media into PR campaigns

Another great CIPR NW event at UCLAN’s Media Factory last night. Robin Wilson from McCann Erickson took us through ways of integrating social media into PR campaigns.

Background bits

News now happens in real time (Hudson river crash was tweeted 1st) / There’s been a DECLINE in TRUST – in organisations, politics, etc / There’s a need for 24-7 real time reputation management / There are more grandparents than high school children on Facebook (UK)

Managing online reputations


Which available assets can be used as content?

What is the story you want to create?


LISTEN all the time and track what is being said about the brand

ASSESS whether you should get involved in the conversation

INTERACT with people, engage in two-way conversation

Planning social media strategies

Watch this video – clever AND funny (in a #prgeek kind of way)

It’s all about two-way dialogue – as PRs, we always talk about third party endorsement being more powerful than advertising. This is even more obvious and important now.

When planning a PR campaign, think about what assets you have to share and remember to be human (not overly corporate/unnatural)

Blogger engagement

Read the blog / look at the style and work out how the blogger likes to work / email them to introduce yourself, commenting on something they have posted and offering more information on something that your client is doing which could be of real interest to them. Simples.


Tips for successful online PR:

1 – monitor all online conversations (who’s saying what when?)

2 – develop processes

3 – respond in real time

4 – integrate and develop (work with the other agencies and understand what they do)

Key words: listen, respond, be human, be authentic, be honest, be transparent, engage in dialogue

Recommended reading: Groundswell (free copy for the best 140-character summary of this post)

This entry was posted in General, Online, PR. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s