Session 8:

Online Public Relations

El caso Nestle
Link
Video 1
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Video 2
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Activity 1: Watch the video

-What was wrong in the Nestles strategy?

-What would you do if you were the community manager?

-What would you do since the Relation Public field?
Typing Online Public Relations in the Googles
search box, we get 238,000,000 results.

Wikipedia: Public relations (PR) is the practice
of managing the spread of information
between an individual or an organization and
the public. Public relations may include an
organization or individual gaining exposure to
their audiences using topics of public interest
and news items that do not require direct
payment.

Corporate communication, public relations
and Journalism sources are considered
synonyms to refer the way how enterprises use
the strategic communication to reach their
public, both internal and external.


Public Relations - Definitions
Public Relations Society of America (PRSA):
Public relations helps an organization and its
publics adapt mutually to each other. Public
Relations broadly applies to organizations as a
collective group, not just a business; and
publics encompass the variety of different
stakeholders.

Marla Aaron MRM Worldwide: Public
relations is communicating your
organizations messages at the right time
and in the right place to the right
audience. With the proliferation of tools
and technologies, we can measure the
value of those efforts and how they align
with a business overall mission.


Public Relations - Definitions
Renee Blodgett Magic Sauce Media: Public
Relations in its true sense is about human
connections and the art of mastering human
connections at a deep level.

In the early days of PR, it was about
relationships with not just the press but
communities in various forms the difference
was that these audiences were not online.
When played from a place of passion and
purpose, public relations in the new world
will not only take social media, branding and
marketing to the next level, but will elevate
the people and products that are changing
the world.

Public Relations - Definitions
Toby Bloomberg Bloomberg
Marketing/Diva Marketing: Traditionally, PR
has focused on cultivating the media and
celebrities, whove the reach and credibility,
to tell the stories of an agencys clients.

However, in the new media world, where
digital conversations among peers can
capture a higher Google ranking than a main
stream media publication, who influences
opinion has been expanded. At the end of
the day, PR is still about building
relationships with the people who can
convey that third party endorsement. That
person just may surprise you because it
could be you!

Public Relations - Definitions
Heidi Cohen Riverside Marketing Strategies: PR is the
part of a marketing and communications strategy that
crafts an organizations message(s) to its diverse publics
including customers, prospects, investors, employees,
suppliers, distributors, media/journalists, social media
networks, the government and the public.

Given communications and media evolution, these
messages can be communicated one-to-many, one-to-one
and/or many-to-many across owned media, third party
media and/or social media via online and offline vehicles.
These communications and their distribution must be
search-friendly. Since every individual is essentially a
publisher complete with a media platform from which to
broadcast his message, organizations must monitor the
social media landscape for keywords and brand mentions,
be prepared to respond to emerging news 24/7, and have
a crisis management plan ready.

Public Relations - Definitions
Public Relations - Definitions




http://www.cipr.co.uk/
Chartered Institute of Public Relations

Chartered Institute of Public Relations

Public Relations - Definitions
Public relations is about reputation the result of what you do, what
you say and what others say about you. Public relations is the
discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behavior. It is
the planned and sustained effort to establish and maintain goodwill
and mutual understanding between an organization and its publics.





Relaciones Pblicas trata de la reputacin el resultado de lo que
haces, lo que dices y lo que otros dicen acerca de ti. Las Relaciones
Pblicas es la disciplina que se ocupa de la reputacin, con el objetivo
de ganar la comprensin y el apoyo y la influencia en la opinin y el
comportamiento. Es el esfuerzo planificado y sostenido para
establecer y mantener la buena voluntad y la comprensin mutua
entre una organizacin y sus pblicos.

Public Relations - Definitions
Link
Activity 1:

-Dividing the class into two groups,
each groups receive two different
articles related to Public Relations.

-Those groups appoint a leader and
divide their groups into subgroups (4)
and appoint a leader too.

-Each subgroup have 45 minutos to
write a summary and 15 minutes to
prepare an explanation.

-Create a PowerPoint presentation
about the topic the group have read.

Group 1: Community managers: PR management on the net

The proliferation of the community managers job offers alike
multiplicity of the preparation courses for that profession have
converted Community Manager position into the wish job
and the area of new development possibilities. Taking into account the
actual socioeconomic situation, the rise of this new job opportunity has
caused that unemployed professionals of
diverse areas related to the communication, marketing and computer
science are competing for the above mentioned position.

However, in the most of the cases, the Community Manager is the
position for internship students. There is a knowledge gap regarding to
this professional figure developed within the management of Public
Relations in the online sphere. Therefore, it is worthy to examine who
really is Community Manager in terms of the functions this position
demands to employ and which place does he occupies in the
corporation structure. The present article aims to address the above
questions.
Group 2: Public Relations. 2.0: Using Social Media in the
communication online strategy of brands Spanish cities

Public relations have evolved over time adapting to different
communication trends that have prevailed in each historical period.
Today, thanks to Web 2.0, traditional public relations have adapted
to this interactive medium facilitating communication and
interaction with audiences.

In this new digital landscape, Internet has become an indispensable
means of communication campaigns, not only to publicize products
and services, but also people and territories. It is increasingly
common to find city communication campaigns that create a
territory brand to promote itself abroad, profit and notoriety.

The use of social media in these city brands campaigns are an added
value as they allow interaction and participation of different
audiences, opening the door to the world to make known the reality
of these cities.
Good Luck!