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Telling the Right Story in an Uncontrolled World

Telling the Right Story in an Uncontrolled World. Ann Duginske. Interactive Media News Finds Consumers Participatory News Experience Public Relations Professionals are forced to adapt. Changing Environment. Source: www.SocialMediaReady.com. Controlled Media Advertising

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Telling the Right Story in an Uncontrolled World

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  1. Telling the Right Story in an Uncontrolled World Ann Duginske

  2. Interactive Media • News Finds Consumers • Participatory News Experience • Public Relations Professionals are forced to adapt Changing Environment Source: www.SocialMediaReady.com

  3. Controlled Media • Advertising • Television, Radio • Uncontrolled Media • Social Media • Press Interactions • “Controlled media is easy…you can write a great ad and know that is the messaging people will hear and that is great, but it’s not effective anymore. Now, if I can get a blog post or letter to the editor with positive messaging, that is effective.” • Josh Morby, Partner Nation Consulting, Milwaukee Controlled Vs. Uncontrolled

  4. Uncontrolled Media affects even traditional Media • A National survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations found: • “Among the journalists surveyed, 89% said they turn to blogs for story research, 65% to social media sites such as Facebook and LinkedIn, and 52% to microblogging services such as Twitter” (Cision, 2010). Uncontrolled World

  5. Join the Conversation • Participate, generate, coordinate the conversations around your organization • Compelling Content • “You need compelling content, plain and simple. When controlled media is not even noticed because people are fast forwarding through commercials with Direct TV, you have to have compelling content that your audience won’t want to skip over,” Morby explained. What can PR do to keep Up?

  6. 2008 Barack Obama’s Campaign • Social Media • Web sites for Voters • Users could comment, post, share on everything • YouTube, LinkedIn, Barack Obama’s Blog, and My.BarackObama.com • http://www.youtube.com/watch?v=Ri7AUw4swTI&feature=related Example to Learn From

  7. “Uncontrolled media is not going away, and as any PR person out there will tell you, you can’t ignore it. A good PR person can use uncontrolled media to their advantage, and use controlled media to build positive uncontrolled media bases,” • Josh Morby, Partner Nation Consulting, Milwaukee Get Used to an Uncontrolled World!

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