One of the things we'll remember 2012 for will be the raft of social media buzzwords and phrases that came our way. Influencer marketing, neutral point of view, content curation, content marketing, brand journalism... these are just five of the many. Should we give much credence to such words? Do we even know what they mean? And what influence should they have on PR and how we do things? A quick review of these and other topics will set the scene for a forward look into 2013 to shine a spotlight on what PRs should be paying attention to in the coming year - and how that attention can pay dividends in the leadership role PR ought to assume in the broad business landscape.

1. HOW SOCIAL
DO YOU WANT YOUR PR?
Neville Hobson
@jangles
www.nevillehobson.com
www.nevillehobson.eu
January 24, 2013
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2. ABOUT NEVILLE HOBSON
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3.  “The Hobson & Holtz Report”
podcast, first episode on January 3,
2005
 Co-hosts: Neville Hobson (UK) and
Shel Holtz (USA)
 60-90 mins weekly every Monday,
recorded via Skype
 Two reporters: US, Singapore
 Downloads Q4/12: 24,000
 Global audience: USA, UK,
Canada, continental Europe,
Australia, China
 Two sponsors: Lawrence Ragan
Communications, CustomScoop
www.forimmediaterelease.biz
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4. ON OUR RADAR IN 2012
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5. http://dilbert.com/strips/comic/2013-01-09/
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6. http://gapingvoid.com/
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7. http://www.cipr.co/wiki-guide
http://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view
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8. To satisfy people's hunger for great content on any topic imaginable, there will need to be
a new category of individual working online. Someone whose job is not to create more
content, but to make sense of all the content that others are creating. To find the best and most
relevant content and bring it forward.
The people who choose to take on this role will be known as Content Curators. The future of
the social web will be driven by these Content Curators, who collect and share the best content
online for others to consume and take on the role of citizen editors, publishing highly valuable
compilations of content created by others. In time, these curators will bring more utility and order
to the social web.
In doing so, they will help to add a voice and point of view to organizations and companies that
can connect them with customers – creating an entirely new dialogue based on valued content
rather than just brand-created marketing messages.
Rohit Bhargava, Ogilvy
http://www.rohitbhargava.com/2009/09/manifesto-for-the-content-curator-the-next-big-social-media-job-of-the-future-.html
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9. Content Marketing – Elevator Pitch
 Traditional marketing and advertising is
telling the world you’re a rock star.
 Content Marketing is showing the world that
you are one.
Content Marketing – For Practitioners
 Content marketing is about delivering the
content your audience is seeking in all the
places they are searching for it.
 It is the effective combination of created,
curated and syndicated content
http://socialfresh.com/great-content-marketing/
Content Marketing Institute
http://contentmarketinginstitute.com/2012/06/content-marketing-
definition/
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10.  High-quality content offers organizations a
chance to be credible sources of information
on industry happenings. This is a trend that
is likely to live on for many years.
 As with any successful PR or marketing
initiative, you need to evaluate whether
there are sufficient internal resources or if
outside partners can help deliver your
company's vision in order to become the
trusted resource that you desire your
organization to be.
PR Week US
http://www.prweekus.com/can-brands-be-content-creators-on-the-level-
of-traditional-media-outlets/article/273596/
http://newsroom.cisco.com/home
CIPRsm http://www.coca-colacompany.com/

12. http://www.everycompanyisamediacompany.com/every-company-is-a-media-
/2010/03/welcome-when-every-company-is-a-media-company.html
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13. IN OUR FACE IN 2013
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14. http://www.stayonsearch.com/content-marketing-that-you-need-to-avoid-at-any-cost
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15. http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
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16. http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
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17. A Glimpse
Into the
Immediate
Future for the
Communicator
http://en.wikipedia.org/wiki/The_Scream

18. http://tomfishburne.com/2011/02/for-immediate-release.html
https://twitter.com/mikebutcher/status/252701561703251970
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19. CIPRsm https://twitter.com/jangles/status/293730314289811456

20. http://www.shiftcomm.com/2012/12/social-media-press-release-2-0/
http://ing-group.pressdoc.com/34147-consumers-
find-social-media-increasingly-trustworthy
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21. WHAT IS PUBLIC RELATIONS?
 Public relations is about reputation - the
result of what you do, what you say and
what others say about you
 Its aim is earning understanding and support
and influencing opinion and behaviour
 To establish and maintain goodwill and mutual
understanding between an organisation and
its publics
http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
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22. http://dilbert.com/strips/comic/2011-08-07/
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23. http://www.edelman.com/insights/intellectual-property/trust-2013/
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24. http://www.edelman.com/insights/intellectual-property/trust-2013/
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25.  Profound changes are underway.
 Skeptics will finish last.
 Focusing on adoption is a dead-
end strategy.
 Companies must be strategic.
 Companies must be decisive.
 Companies must act now.
Social software tools include wikis, blogs, microblogs,
discussion forums, social networks, social bookmarks,
tagging, crowdsourcing, and prediction markets.
http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
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26. Companies cannot survive (let alone
prosper) without recognizing that Social
as a phenomenon can allow us to
redefine our organisations to be
inherently more fast fluid and flexible by
its very design. Not by doing a little bit
more, or slimming down a bit here or
there, or by doing a few things a little bit
faster. No. We will not tweak our way into
the future.
Nilofer Merchant, author, “11 Rules for
Creating Value in the Social Era”
http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
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27. PR’S TIME TO LEAD
1. Provide clients with advice on
what to do, and then how to
communicate in the new
landscape
2. Aim to have the dominant
creative idea
3. Be comfortable with interpreting
data and insistent upon using it
4. Show, don’t just tell
5. Find the right balance between
global and local
http://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/
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28. Pity the PR person
who is not agile and
technically astute
Brian Kardon
CMO, Lattice Engines, New York
CIPRsm http://www.fastcompany.com/3000994/best-practices-b2b-pr

29. BE…
 Relevant  Ethical
 Measurable  Open
 Valuable  Professional
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30. HOW SOCIAL
DO YOU WANT YOUR PR?
Neville Hobson
@jangles
www.nevillehobson.com
www.nevillehobson.eu
January 24, 2013
CIPRsm

31. Content of this presentation deck is
Copyright 2013 Neville Hobson. Some
rights reserved.
Re-use permitted - read the Creative
Commons license for terms.
You can obtain a copy of the original
PowerPoint deck on request.
If you have questions or comment arising
from your use of this deck, contact Neville
Hobson:
 +44 7577 997 222
 neville@nevillehobson.com
 www.nevillehobson.eu
 www.nevillehobson.com
 @jangles
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32. NEXT SOCIAL SUMMER
 Google + Author Rank –
Steve Waddington – 21 February 2013
http://www.cipr.co.uk/events/2013-02-21/social-summer-google-and-author-rank
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