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How Social Media Changes PR & Why Lawyers Should Care

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Presentation Transcript

  1. How Social Media Changes PR & Why That’s Good for Lawyers

  2. Applicable Experience • 25+ Years Journalism • 25+ Years PR • 10+ Years Social Media

  3. Where PR Started

  4. 80-Year Broadcast Era • Messaging • Targets • Top-down • One-directional • A day was fast

  5. Decade of Disruption • Monolog-to-dialogue • Institutions upended • Gatekeepers bypassed • Lost of control

  6. New Conversational Era • SocNets • Citizen feedback • Conversation scales • Influence change

  7. Changes to PR • Negative image • Distrust of marketing messages • Cheap, scalable new tools • Direct conversations become scalable • We’re all media companies, now

  8. PR in Conversation Era • Peer-to-peer nets • Speed of web • Personal credibility • Here to stay

  9. PR’s Changing Role Broadcast • Send messages • Control • Customer as target • Make people want Conversation • Listen & respond • Engage • Customer as heart • Serve wants

  10. A Few Good Stories

  11. The Rackspace Weapon

  12. Rob La Gesse ‘We essentially changed how we market. We cut expenses & tripled revenue & users.’

  13. From Dell Hell to Listen & Respond

  14. Richard Binhammer ‘How can any organization not want to connect more closely with its customers?’

  15. Ford Gets Social

  16. Scott Monty ‘PR people must overcome their instincts to send mass emails, invites & releases.’

  17. 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

  18. Thought Leaders

  19. Scott Cook ‘A brand is no longer what we tell consumers it is. It’s what they tell us it is.’

  20. Tom Foremski “Every company is now a media company.”

  21. Chris Brogan ‘Before, it was only big business, the media or government who had a voice. Now, it’s anyone.’     

  22. KD Paine       ‘Social Media provides an infinite number of potential media outlets.’ .

  23. Takeaways

  24. Takeaways • Join the conversation. Do it now. • Begin by listening • SM is business intelligence • It’s all media—you included • Join relevant communities

  25. Takeaways • Post interesting or useful content • Go where customers hang out • Humanize your brand • Point to other content • Tell stories [nonfiction]

  26. Parting Thought This is the dawn of the Conversational Age. Lawyers, like PR professionals, are are great conversationalists. This is your time. Have fun.

  27. Shel Israel shelisrael1@gmail.com @ShelIsrael blogs.forbes.com/shelisrael Tweet/FB/LI: shelisrael