Elise Marie Trent

ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

The Intersection of Integrated Communication and Digital Media: Implications for Public Relations

Agencies and Clients

The communication industry has been revolutionized by social media. Campaigns can be built or

broken in 140 characters, and CEOs can speak directly to consumers through blogs. Although technology

and communication mediums are ever-changing, “the success of individual messages and campaigns

depends on the experience and connections of the communicator constructing the message” (Kent, 2010,

p. 644). What public relations practitioners offer companies and clients is a well-developed skill set that

includes writing and relationship building. Public relations skill sets are well-adept for communicating

through new mediums and should be strategically called upon by companies. Ultimately, digital media

will affect public relations agencies and their clients in two primary ways: brand management and crisis

communications.

Microblogging and Brand Management

In 2005, Twitter didn’t exist. It is now on track to break 200 million users in 2011 and over 600

tweets are sent per second (Raby, 2010; Nalty, 2011). Twitter has also adapted to function via multiple

mobile phone platforms and is looking to continue growing. In Mid-February, Twitter launched a

refurbished translation center in order to reach more audiences and enable more users to communicate

on its platform (Parr, 2011). This microblogging site enables companies to interact with consumers and

create advocates for their brand; the audience will likely grow exponentially after additional languages are

supported on the platform.

The caveat with Twitter, and other real-time media platforms, is they have the ability to tarnish

brands and individuals in a few sentences. For example, Kenneth Cole tweeted “Millions are in uproar

in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo

-KC” (Barnett, 2011). The “-KC” signature at the end of tweets was meant to symbolize to consumers
 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

that Kenneth Cole himself had sent the tweet. The signature ensured Kenneth Cole felt the wrath of angry

consumers and media outlets (Barnett, 2011). Skilled, responsible communicators can harness the power

and uniqueness of Twitter’s 140 characters to reach young, mobile audiences and carry out integrated

communications plans.

Twitter’s real-time story telling ability is both a curse and blessing for organizations and their public

relations teams. Consumers are now chomping at the bit to voice opinions over issues and reach out to

companies in order to be heard. This vocalization requires attention and maintenance from companies to

not be left out of the conversation surrounding their brand. However, in order to successfully implement

integrated communications strategies, companies need to ensure they are conveying similar messages over

social media platforms as they are over print media, websites, and other publications.

Social Media and Crisis Communication

While social media are capable of damaging reputations over night, they can also help companies

repair a tarnished image. In 2009, two Domino’s employees filmed themselves contaminating food with

bodily fluids and uploaded the video to YouTube (CNET News, 2009). Domino’s President Patrick Doyle, as

well as many Domino’s consumers, were disgusted by this incident (CNET News, 2009). In response to this

crisis, Domino’s President Patrick Doyle chose to reply in a video message - the same medium as was used

in the original crisis situation. The messages conveyed in the employees’ YouTube video clearly contradicted

the brand’s mission and the president’s aims for the company. However, Patrick Doyle was able to express

his condolences for the incident via multiple sites and media platforms. This consistent message carried

over into print, broadcast and other outlets. The inherent nature of social media, and their pre-selected user

group, enabled Patrick Doyle to target the same segment of Dominos consumers that viewed the original,

damaging video in a timely fashion and for little financial cost.

Because of the 24/7 nature of social media, companies are able to respond faster in times of
 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

crisis. However, the ability to respond faster may ultimately create an expectation among consumers for

companies and organizations to do so. Companies need to integrate social media into pre-existing crisis

communication plans. The rapid speed of social media outlets is an invaluable tool to companies in times of

crisis, and crisis communicators need to be well versed social media practitioners.

Beyond Viral by YouTube guru Kevin H. Nalty explained, “the [YouTube] user base is broad in age

range (18 to 55), evenly divided between males and females, and spans all geographies. Fifty-one percent

of users go to YouTube weekly or more often and 52 percent of 18 to 34 year olds share videos often with

friends and colleagues” (p. 92). Because of the expansive audience, social media sites like YouTube should

not be overlooked in favor of Twitter or Facebook. Together, these platforms can lead to a comprehensive

crisis communication strategy. Creating a YouTube channel for a company or organization enables them to

release video statements that can be spread using sites like Twitter and Facebook.

YouTube also opens another communication channel for companies: comment threads. In an

interview with Kevin H. Nalty for Beyond Viral, encouraged readers to “Interact. Don’t upload a video

and walk away. Don’t ignore your comments or video responses, or ‘at replies’ on Twitter. You need to be

connected and responsive. People always notice when I leave a comment on their video response, or reply to

their comments on my video. They don’t forget that. It builds a strong and fruitful bond” (p. 251).

MyBarackObama.com: Brief “Best Practices” Case Study

Although social media are a relatively new phenomenon, they are having a powerful impact on the

communications industry and strong, positive examples have developed in the past several years. Barack

Obama’s successful utilization of social media during his presidential campaign has been touted by many

outlets and used as a case study on how to harness the power of social media for proactive communication

and brand development. At the 2010 PRSSA Conference in Washington, D.C., one of Barack Obama’s
 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

key social media advisors was selected as they keynote speaker and, in his presentation, he addressed the

grassroot, individual-driven tactics taken to create such a successful campaign.

The Dragonfly Effect by Jennifer Aacker and Andy Smith, also took an in-depth look at Obama’s

social media use - in particular, My BarackObama.com. His social media use convey integrated

communication tactics that broadcast similar messages across many mediums and presented voters with

a cohesive, well-developed political platform. His website allowed users to connect, communicate, and

donate with the click of a mouse. The website launched the day Obama announced his run for president and

operated on the mission “to provide a variety of ways for people to connect and become deeply involved.”

Aaker and Smith (2010) argue “MyBarackObama.com was not merely a website; it was a movement

that made politics accessible through social media that people were already using every day. It changed the

face of political campaigns forever; but, more importantly, it made getting involved as easy as opening up an

Internet browser and creating an online profile.” The Barack Obama campaign staff ’s successful integration

of social media with politics undoubtedly contributed to his presidential win and strategic decisions, such as

launching the site the day he announced his candidacy, should be viewed as guiding tactics when companies

and organizations look to apply lessons from his campaign to their own campaigns.

Conclusion

Barack Obama’s successful social media strategy plan adhered to the belief that “social media revolve

around what is essentially a central tenant of dialogue: the value of the individual” (Kent, 2010, p. 644).

Companies can successfully build brand equity and manage crises through social media if their experienced,

connected communications team remembers the value of individuals. Individuals can become self-

appointed advocates for your brand through positive interactions. However, public relations agencies cannot

maximize the value of social media for its clients without public relations practitioners who are operating

with well-developed core communication skills.

 Elise Marie Trent
ETrent@syr.edu • 703.927.8109 • 417 Comstock Avenue #208 Syracuse, NY 13210 • @EliseMarieTrent • www.EliseMarieTrent.com

References:

Aaker, J., & Smith, A. (2010). The dragonfly effect: Quick, effective, and powerful ways to use
social media to drive social change. Jossey-Bass.

Barnett, L. (2011, February 4). Kenneth Cole inflames Twitter with Egypt-themed tweet advertising
his spring collection. Los Angeles Times, community. Retrieved from
http://latimesblogs.latimes.com/chatter/2011/02/kenneth-cole-twitter-egypt-cairo.html

Kent, M. “Directions of Social Media for Professionals and Scholars.” In The Sage Handbook of Public
Relations. R.L. Heath, (Ed.). Thousand Oaks: Sage Publications, 2010. 643-655. Print.

Matyszczyk, C. (2009, April 15). Domino’s apologizes for booger-sandwich video. Retrieved February 10,
2011, from CNET News website: http://news.cnet.com/8301-17852_3-10220787-71.html

Nalty, K. (2010). Beyond viral: How to attract customers, promote your brand, and make money with
online video. Wiley.

Parr, B. (2011, February 14). Twitter turns to users to translate site into more languages. Retrieved
February 10, 2011, from http://mashable.com/2011/02/14/twitter-translate-center/

Raby, M. (2010, November 10). Twitter on pace to reach 200 million users by 2011. Retrieved February
10, 2011, from TG Daily website: http://www.tgdaily.com/software-brief/52284-twitter-on-pace-to-
reach200-million-users-by-2011