McNeil, Gray and Rice Public Relations

Social Media

McNeil, Gray and Rice is uniquely qualified to develop and execute a Social Media Public Relations Plan for your company.  With over 20 years in the public relations business, McNeil, Gray and Rice delivers unparalleled results.

Social media is a natural progression for the PR practice made available by technology and more specifically the internet.  Fundamental PR has been for years, and still is today, a highly strategic and focused discipline practiced, at least on the professional level, by PR educated, driven executives who prepare strategic and targeted material and distribute the material to relevant media, both print and online, who in turn furnish the material to the end reader.

The newswire enables the same material to be distributed to a far wider, though not as focused, audience. For example, a news release on a technical breakthrough in ceramic processing, which may be relevant for specifiers of fighter planes, and lands in a Google top 10 search listing, will not be relevant to the at-home soccer mom in Winnetka who may come across the same listing in an unrelated search.  In both cases, the PR professional prepares the material and a professional news organization delivers the information to the reader. 

With social media the writer is both the preparer and distributer, very often with no editorial, industry or professional background – and with no oversight or standards.  In many cases, this produces informative and useful information but also can result in the distribution of at times incorrect information.

Social media tactics are varied across a number of applications – from blogs to podcasts to social networks to many others.  Studies clearly demonstrate the powerful impact Social Media can have on the sales of products and services.  So the logical progression in the practice of PR that needs to be addressed in every PR plan is not whether Social Media should be considered as an element in the PR Plan, but rather how to assess and execute a sound PR strategy for your company in the far-flung world of the new Social Media.

Marketing Campaign Foundation

The Marketing Campaign Foundation is one of the cornerstones of Social Media Implementation.  It establishes a benchmark for measuring success and provides direction for the campaign messaging, visual content design, copywriting, and the seeding of the content on the various social media websites.  There are websites which can evaluate the efficacy of the SM plan.  Also, through Google Analytics and similar applications we can track website hits and other quantifiable data to evaluate the plan.

Social Media Technologies and Platforms

Social media marketing is all about targeting the right audiences and the right medium.  Some of the more popular social media software applications available, in no specific order are as follows:




Content Development

Fresh content is essential for an effective social media program.  There are numerous options for content development.  They are as follows:

Newsworthy editorial content developed to position company executives as “thought leaders” in a specific segment of the industry.  Content may be written in the form of an expert opinion, technical, or case study article.

Press releases
Announcements focusing on new solutions technological advancements and company announcements.

Websites that maintain an ongoing journal of information that is published in a chronological fashion and is updated regularly.  Readers have the opportunity to leave comments and other blog authors can interact via trackbacks and pingbacks.  Blog content is syndicated via RSS feeds.

Microblogging is a form of communication in which users can describe their current status in short posts distributed by instant messages, mobile phones, e-mail or the Web.

Online Video
A key business differentiator for companies to effectively communicate their products, services and benefits within the shortest possible time with a strategically designed video message.

A series of audio files that are released episodically and downloaded through web syndication.  The mode of delivery is what differentiates podcasts from other way of accessing media files over the Internet, Such as simple download or streamed webcasts.  Vodcasts incorporate the audio used in a podcast with photography and keywords strategically placed throughout to create a visual effect.

Short for web-based seminar, a webinar is a presentation, lecture, workshop or seminar that is transmitted over the Web.  A key feature of a webinar is its interactive elements – the ability to give, receive and discuss information.

Social Media Releases
A press release specifically designed for dissemination to specific social media platforms.

Bookmarking allows users to tag, save, manage and share web pages from a centralized source.  Tagging is a part of the social bookmarking practice in which content producers and social site users can classify, organize and search content by keywords.

Discussion Boards and Forums
Online discussion sites that are web applications managing user-generated content.  People participating in forum cultivate social bonds and interest groups for a topic may form from the discussions.

Integration with Traditional Marketing
The Social Media Campaign will support and complement the overall marketing strategy.

Social Media Campaign Management

Ongoing campaign management and support of social media network accounts and profiles across the various social media networks, blogger outreach and continued participation in news media and bookmarking web sites, is crucial for maintaining a social media marketing campaign campaign.  Campaign monitoring and measuring strategy for the social media marketing campaign will dictate how the campaign will be maintained over time.

Reputation Monitoring

A source of concern for all marketers in the social arena involves the posting of negative information about the company.  As part of the Social Media Campaign, GR will monitor what is being said and proactively address the key issues being discussed on the coal media platforms.

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