Choose C or D or BOTH for maximum value and learning
8:30 a.m. to 11:30 a.m.
MORNING POST-CONFERENCE WORKSHOP C
Continental breakfast will be provided at 8:00 a.m. for the morning workshop attendees.
How To Use And Integrate Social Media Releases Into Your Government Communications Campaigns, Including Blogs, Websites & Social Networks
In this workshop, you will learn about one of the hottest topics in Public Relations (PR) today, the Social Media Release (SMR).
The Social Media Release is similar to the traditional news release in that its goal is to provide journalists with information with which they can craft their story. However, rather than being limited to text, the SMR incorporates multimedia elements. Photos, video and audio can all be included, as well as links to additional resources.
The "social" aspect of the release is the addition of a system allowing users to comment on it, as well as the ability to easily share the release and use or embed its multimedia components on blogs, websites and social networks. From being a static medium designed for one-to-many communications (from one point of origin to many possible readers), the SMR turns news releases into a kind of many-to-many communications tool allowing people to interact with, comment on, share, and redistribute the content of the release. It can be an ideal way for government agencies to communicate with both professional and traditional journalists and new, citizen journalists like bloggers.
This workshop will consist of a brief overview where you will learn about the origins of the SMR and how it was originally used. We will walk through examples of the social media release that are available today, including examples of successful and unsuccessful uses of the SMR in communications campaigns.
In the second portion of the workshop, we will discuss the ideal types of media to include in an SMR. At this point, we will also discuss when it is or is not appropriate to use an SMR to communicate a message, or whether a traditional release or other methods will suffice.
By the end of the session, you will take away an understanding of:
- How to use SMR's to maximize your communications including examples of successful and unsuccessful uses of the SMR in communications campaigns
- When it is appropriate to use a SMR
- What you should include in a SMR to leverage the power of this communications tool
- The Future of the SMR and how to begin using this new communications tool right away
Attend this session to learn why you need to integrate the use of SMR's into your government organisation now, and gain insight into the future of one of the most widespread topics in PR today.
As this will be an interactive workshop, participants are strongly encouraged to bring a laptop computer so that we can more easily explore and experiment with these online tools.
WORKSHOP LEADER: Parker Mason, Web Content Specialist at CNW Group, has been actively involved in social media and blogging since 2005, and currently manages the BlogCampaigning.com, a blog devoted to exploring the intersection of PR, Politics, and Technology.