Presentation about How Social Media Changes PR & Why Lawyers Should Care.
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How Social Media Changes PR & Why That’s Good for Lawyers
Applicable Experience • 25+ Years Journalism • 25+ Years PR • 10+ Years Social Media
80-Year Broadcast Era • Messaging • Targets • Top-down • One-directional • A day was fast
Decade of Disruption • Monolog-to-dialogue • Institutions upended • Gatekeepers bypassed • Lost of control
New Conversational Era • SocNets • Citizen feedback • Conversation scales • Influence change
Changes to PR • Negative image • Distrust of marketing messages • Cheap, scalable new tools • Direct conversations become scalable • We’re all media companies, now
PR in Conversation Era • Peer-to-peer nets • Speed of web • Personal credibility • Here to stay
PR’s Changing Role Broadcast • Send messages • Control • Customer as target • Make people want Conversation • Listen & respond • Engage • Customer as heart • Serve wants
Rob La Gesse ‘We essentially changed how we market. We cut expenses & tripled revenue & users.’
From Dell Hell to Listen & Respond
Richard Binhammer ‘How can any organization not want to connect more closely with its customers?’
Scott Monty ‘PR people must overcome their instincts to send mass emails, invites & releases.’
Kevin O’Keefe Lexblog • 17 years of obscure law practice • ‘96 starts answering q’s online • ‘99 sells PrairieLaw.com to AOL • ‘03 starts Lexblog. 7000 members • Global reputation thru social
Scott Cook ‘A brand is no longer what we tell consumers it is. It’s what they tell us it is.’
Tom Foremski “Every company is now a media company.”
Chris Brogan ‘Before, it was only big business, the media or government who had a voice. Now, it’s anyone.’
KD Paine ‘Social Media provides an infinite number of potential media outlets.’ .
Takeaways • Join the conversation. Do it now. • Begin by listening • SM is business intelligence • It’s all media—you included • Join relevant communities
Takeaways • Post interesting or useful content • Go where customers hang out • Humanize your brand • Point to other content • Tell stories [nonfiction]
Parting Thought This is the dawn of the Conversational Age. Lawyers, like PR professionals, are are great conversationalists. This is your time. Have fun.
Shel Israel firstname.lastname@example.org @ShelIsrael blogs.forbes.com/shelisrael Tweet/FB/LI: shelisrael