'Public Relations and Social Media\r'

' figure 1: BDI Logo An try on on the ghastly furrow add’s utilisation of mixer media for state-supported dealings purposes. major(ip) Assessment: How is tender media being use by not-for-profit ecesiss for PR purposes? Choose atomic number 53 not-for-profit face operating in Australia and cover †with reference to public relations and new-fangledfangledborn media theory †how the scheme is using tender media to neck their identify s ownholders and fraternity groups online. The implement of public relations has castn a sort in recent years, and now intromits legion(predicate) and varied nebs; including new media.The term ‘new media’ encompasses a variety of non-traditional methods including amicable media. This essay discusses the use of br separately media in a public relations capacity, to assist in managing an organisation’s cay stakeholders and community groups online. The focus organisation is the char cut throu gh and through wreak (BDI), a notfor-profit organisation and an â€Å"educational, query, clinical and community-oriented facility offering specialist expertness in mood disorders” ( sinister quest for bring in, 2012).When con lookring how an organisation uses social media, it is crucial to understand who the key stakeholders are and similarly what constitutes social media joyrides. slightly of the nominate’s key stakeholders (otherwise know as the specific tar charter audience) include health professionals, donors/sponsors and government agencies. So, with some of the key stakeholders defined, what then is social media? social media, as a whole, is online media with which you †the user after part participate.Mayfield (2008) states that social media of all sympathetic shares most (or all) of the following characteristics †elaborateness, absolvedness, conversation, community and connectedness. The dense cross take has use several social medi a tools to get their message out to the wider community. The use of these new media tools, specifically social media tools, assists not-for-profit organisations such as The Black frump launch in managing their key stakeholders and community groups online. Social media is profligate befitting an effective tool for public relations purposes and The Black bounder Institute has mplemented a variety of tools such as wikis, social cyberspaceing, blogging, video, an inter diligent web place and applications suitcapable for iPhone, iPad and iPod. habitus 2: Social Media The Black trail Institute engages in wikis such as The Mental health Wiki. The Mental Health Wiki (2012) which claims to be â€Å"a collaborative, open plan for capturing high quality information in the psychical health field” is open to anyone notwithstanding the site entirely allows suitably qualified people to break. So how does this wiki swear out The Black Dog Institute manage their key stakehold ers?Through participation, the represent is able to demonstrate their expertise in the range of mental health therefore enhancing their temper among other health organisations. Wikis are a potential destination for online rapscallion 2 of 7 PRN101 †study assigning research and thus by contributing to such, the organisation is able to continuously improve relationships mingled with themselves and their stakeholders (medical professionals) As a fundamental go away of public relations is to build in return beneficial relationships, the contributions supplied by the contribute on the Mental Health Wiki would be sociable by other health tuition professionals.This overtureibility is a key in building such relationships, and in turn, the institute has access to other organisation’s research material. On the flip side however, it is valuable for the institute to consider the sub judice ramifications of contributing to such a assemblage. Flynn (2012) states that s ocial media content raise be subpoenaed and used to support (or sink) an organisation in the consequence of litigation, therefore it is important that the institute adheres to laws bear on PR such as copyright, secretiveness and the Trade Practices Act.Facebook is a social networking site offering community, conversation and connectedness and is some other largely accessible social media tool with which The Black Dog Institute has engaged. Their active Facebook site allows community groups to interact and continue connected with the institute. The site offers news feeds, events, videos and the selection for like minded people to contribute to the site through ‘posts’ †discussions. inscribe 3: BDI FaceBook Page According to Solis (2009) social networking is not just about socialising, it’s about leveraging the network to growth visibility for expertise, reputation and activity.As you can see with the image, the Black Dog Institute’s Facebook v arlet includes a picture of their facility, but is this the kind of visibility we refer to in PR? To cast up their visibility (or exposure) the institute utilises social network i. e. Facebook to promote upcoming events, high muckamuck associations, and other online presences such as websites/ peep and to provide another avenue to access their products for sale. By using social networking to expatiatement their visibility, the institute develops another avenue to increase donations and much needed funds.Page 3 of 7 PRN101 †Major Assignment Blogging is another social media tool that has been adopted by The Black Dog Institute, through the use of peep †a micro-blogging site. Their Twitter blogs allow readers to ‘ roll’ information that is relevant to them and with the dynamic disposition of blogging; the institute gains a genuine sagacity into the opinions of their public. In price of public relations, blogging assists the organisation to maintain a cons tant and up-to-date connection with its publics.The Black Dog Institute embraces that connection and continues to build a network (or community) of like minded people and proceed connected with their audiences. With one of the most important functions of public relations being to wee understanding, blogging sites such as Twitter allows The Black Dog Institute to create this understanding. well-nigh media tools do not allow participation from an organisation’s public, however through blogging a two-way process is encourage thereby creating a mutual understanding.It is important to acknowledge that a forum involving two-way conversation can again place the organisation in a compromising position †both its’ legally and socially responsible position. Therefore maintaining an ethical show up to the blogging process, with a deliberate course of action, can help to reduce this vulnerability. phone number 4: YouTube Videos are another social media tool that an org anisation can use to go along connected with their public. Sites like YouTube are becoming increasingly popular with individuals and organisations alike.The Black Dog Institute has a YouTube channel, where subscribers can transfer videos and also comment on videos uploaded by others. The institute joined the YouTube ‘phenomenon’ in September, 2011. At present there are only two videos available on their stimulate channel, however when you search the term ‘ foul wienerwurst institute’ several others require been uploaded (as indicated in the above image). This indicates an increasing sense of the institute through an often socialize and light hearted forum. Videos offer the institute the probability to present their organisation in an dependable and accurate way.Further development of their YouTube channel can be achieved Page 4 of 7 PRN101 †Major Assignment through commenting on other contributor uploads regarding the institute and its activi ties from other users. Other tools utilised by the institute, which are a little out of the cathode-ray oscilloscope of this essay, include an iPod/iPad application †â€Å"The Black Dog Pedometer”. This tool gives the institute’s stakeholders/community access to not only a pedometer but also a connect to learn more about the institute and also a donation option.In terms of public relations, the pedometer application increases the organisations image as an authority on the face of mental health and mood disorders. The institute also has a website developed specifically for teenagers †www. biteback. org. au which as a whole is not a social media tool; however the blog component of the site offers fundamental interaction and participation by subscribers. The Bite butt website allows the BDI public relations team to take a proactive approach to their subject of expertise, offering an engaging and interactive forum for their younger community groups.As you can see throughout this essay, social media assists the Black Dog Institute in its’ public relations plans. Tools previously outlined such as wikis, social networking, blogging and videos assist the institute in building and improving relationships with their key stakeholders and to increase awareness and visibility of their organisation. As the pulsation of social media continues, further opportunities may develop for the institute. Trimester 1, 2012 Page 5 of 7 PRN101 †Major Assignment Reference List: Figures Figure 1: Black Dog Institute Logo †www. lackdoginstitute. org. au (accessed 30 April, 2012) Figure 2: Social Media †http://masoncadeagency. com/wpcontent/uploads/2011/07/SMO_Social_Media_Optimization. jpg (accessed 3 May, 2012) Figure 3: Black Dog Institute Facebook page †http://www. facebook. com/blackdoginst (accessed 5 May, 2012) Figure 4: YouTube screenshot †gettable: http://www. youtube. com/results? search_query=black+dog+institute+& oq=black+dog +institute+&aq=f&aqi=&aql=&gs_l=youtube. 3… 16614. 20473. 0. 21177. 22. 19. 1. 2. 2. 1. 30 3. 2779. 5j7j6j1. 19. 0… 0. 0. (accessed 6 May, 2012)Bibliography Texts: Ali, M 2006, Public Relations †Creating an IMAGE, Heinemann, Oxford, GB Chaffey, D & Smith, PR. 2010, emerchandising eXcellence †Planning and optimizing your digital marketing, Butterworth-Heinemann, Oxford, UK. Flynn, N, 2012, Social media handbook †policies and best practices to effectively manage your organizations social media presence, posts, and potential risks. Wiley, Australia Harrison, Kim 2011, strategic Public Relations †A functional Guide to Success, Palgrave Macmillan, South Yarra, Australia Lee, R & Kotler, P. 011, Social Marketing †Influencing Behaviors for Good, 4th edition. Sage, California Rix, P, 2011, Marketing †A Practical Approach, McGraw Hill, North Ryde, Australia. Solis, B & Breakenridge, D. 2009, Putting t he Public Back in Public Relations †How Social Media Is Reinventing the develop Business of PR, Pearson Education, New Jersey Page 6 of 7 PRN101 †Major Assignment eBooks and PDFs: Junee,T 2012, PRN101_Social_Media_2012-2 [Slide]. THINK: APM College of Business, Sydney Mayfield, A. 2008 What is Social Media? v1. 4 updated 1 August 2008 http://www. crossing. co. uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_eb ook. pdf (accessed 3 May, 2012) Weblinks: Black Dog Insitute. 2012. About Us: Black Dog Institute. obtainable: http://www. blackdoginstitute. org. au/aboutus/overview. cfm (accessed 6 April, 2012) Harris, A. 2012. Be Social Media Savvy. on tap(predicate): http://www. pria. com. au/priablog/be-social-media-savvy (accessed 7 April, 2012) Mental Health Wiki. 2012. Register: Available: http://www. mentalhealthwiki. org/deki/plugins/register/register. php (accessed 2 May,2012) Facebook. 012. Key Facts. Available: http://newsroom. fb. com/content/default. asp x? NewsAreaId=22 (accessed 1 May, 2012) YouTube. 2012. face results for Black Dog Institute. Available: http://www. youtube. com/results? search_query=black+dog+institute+=black+dog+instit ute+=f===youtube. 3… 16614. 20473. 0. 21177. 22. 19. 1. 2. 2. 1. 303. 2779. 5j7j6 j1. 19. 0… 0. 0. (accessed 18 April, 2012) Black Dog Bite Back. 2012. Blogs: Available: http://www. biteback. org. au/ (accessed 2 May, 2012) Page 7 of 7 PRN101 †Major Assignment\r\n'