This document discusses how social media has changed the rules of public relations and reputation management. Some key points: 1) Social media has shifted trust away from traditional authorities and media toward friends/peers, as people trust user-generated content more. 2) The rise of social media means that audiences now expect to participate in conversations with brands in real-time. It has also blurred the lines between PR, marketing and advertising. 3) For reputation management, social media needs to be monitored across platforms like search and social to address issues quickly before they spread widely and permanently online. Speed, reach and credibility are now more important due to social influence.

1. IAB: REPUTATION MANAGEMENT 22 JUNE 2010

2. PR WEEK AWARDS 2009 BEST NEW CONSULTANCY

3. SOCIAL MEDIA EXPLAINED A SHIFT IN TRUST The Age of Deference The Age of Reference Most trusted source The man on the street Friends and family Alternative opinions Celebrities Est. authorities Elders Leaders Leaders Elders Experts Celebrities Alternative opinions Friends and family The man on the street Least trusted source Source: Admap * Sept 2003

4. SOCIAL MEDIA EXPLAINED EDELMAN TRUST BAROMETER 35% TRUST TV NEWS 34% TRUST NATIONAL NEWSPAPERS 37% TRUST THIER FRIENDS AND PEERS

5. THE NEW RULES OF PR WHY HAVE THE RULES CHANGED? AUDIENCES AUDIENCES AUDIENCES AUDIENCES BRAND AUDIENCES MEDIA AUDIENCES AUDIENCES AUDIENCES AUDIENCES AUDIENCES AUDIENCES AUDIENCES AUDIENCES

6. THE NEW RULES OF PR WHY HAVE THE RULES CHANGED? AUDIENCES AUDIENCES AUDIENCES AUDIENCES MEDIA BRAND AUDIENCES AUDIENCES AUDIENCES AUDIENCES MEDIA AUDIENCES AUDIENCES AUDIENCES MEDIA AUDIENCES AUDIENCES AUDIENCES

7. THE NEW RULES OF PR WHY HAVE THE RULES CHANGED? “The internet has made public relations public again. Mainstream media still key, but no longer exclusively so. Social Media in all its forms now allows organisations to communicate directly with their key audiences.”

8. THE NEW RULES OF PR REPUTATION MANAGEMENT TODAY Traditional media Reputation management sits here Search Social media

9. THE NEW RULES OF PR HOW HAS SOCIAL MEDIA SHIFTED THE RULES? Reputation Platforms Media SPEED Customers REACH Employees Social Media Analysts CREDIBILITY Community PERMANENCE Regulators

10. THE NEW RULES OF PR CASE STUDY: THE NEW RULES IN PRACTICE Vs.

11. THE NEW RULES OF PR CASE STUDY: THE NEW RULES IN PRACTICE

12. THE NEW RULES OF PR CASE STUDY: THE NEW RULES IN PRACTICE

13. THE NEW RULES OF PR WHY DOES SOCIAL MEDIA MATTER? Social Media content can appear on search results within minutes SPEED 7bn searches a month. Consumers primed and looking for information on your brand. Opinions are VIRAL REACH Trust in Peer-to-Peer communication is high and comparable to traditional media CREDIBILITY Once indexed Google content exists forever. Popular content will remain high in search rankings PERMENANCE

15. Companies communicated to journalists via press releases

16. Companies had to have significant news before being allowed to write a press release

17. Jargon was okay because the target media all understood it

18. PR effectiveness was measured by the thickness of the clipping book

20. You are what you publish – PR departments are content producers not just content facilitators

21. People want authenticity, not spin - participation, not propaganda

22. One way interruption marketing replaced with delivering content at the precise moment your audience needs it

23. Mainstream masses to mass-niches

24. Online, the divisions between PR and marketing are increasingly blurred

26. The employees had posted messages on a Facebook group:

27. Mocking passengers

28. Calling planes “old bangers”

29. Revealing cockroach infestations

30. Alleging engine maintenance issues

32. British Airways staff at Gatwick Airport had posted messages on a Facebook group:

33. Branding the £4bn T5 at Heathrow a ‘disaster’

34. Called passengers ‘smelly and annoying’

35. Mocked high-value US passengers’ accents

37. It is a snapshot of activity, and only through ongoing monitoring can you identify which blogs, groups or forums are the most influential and identify how they connect to each other and the mainstream media

39. But there is no solution that can effectively analyse the complexities and subtleties of human conversations