Understanding social narratives: PR as narrative seminar

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Public relations as narrative: Understanding social narratives Ann Longley Group Head of Social Media , Hays September 2013

description

A presentation given to MA students in PR at the Laban Centre, London for Greenwich University.

Transcript of Understanding social narratives: PR as narrative seminar

Page 1: Understanding social narratives: PR as narrative seminar

Public relations as narrative: Understanding social narratives

Ann Longley

Group Head of Social Media , Hays

September 2013

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Social media has democratised publishing

Image source: Time Magazine, 2006

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Changing the ways we tell stories

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Today, no one narrative source can control a story

And with social media they can take on a life of their own….

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As they are are now made up a plurality of voices

Expressed across a wide range of social formats and channels

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Story telling may now be participatory

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And it is spawning new narrative genres

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It is changing our view of history

The Library of Congress is archiving Tweets to preserve history

http://blogs.loc.gov/loc/2010/04/how-tweet-it-is-library-acquires-entire-twitter-archive/

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Transforming traditional institutions

It is sometimes referred to as the 5th Estate – by offering transparency it can enable greater accountability.

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And our relationship with traditional media

Some news stories may now break first on social media

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One thing for sure, it is changing role of media

Source: https://witness.theguardian.com/

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For brands, the way to overcome media fragmentation is with strong creativity

['The secret to creativity is knowing how to hide your sources.' Albert Einstein]

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SO WHO IS DOING A GOOD JOB TELLING SOCIAL NARRATIVES?

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RedBull excels at brand story-telling

http://www.youtube.com/user/redbull

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The Australian government has reinvented PSAs

Source: http://www.youtube.com/user/DumbWays2Die

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Whilst the department of Health effectively used video bloggers to engage a youth audience

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What do these examples all have in common?

They leverage social graphs and encourage social sharing

http://www.touchgraph.com/navigator http://www.touchgraph.com/navigator

Source:http://www.touchgraph.com/navigator

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One thing that hasn’t changed is the aim of storytelling - or its importance

How many people are talking about this = social proof.

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THANK YOU

[email protected]

@annmargaret