Traditional Media Goes Social: What PR Pros Should Know About The Changing Editorial Landscape

It's no secret that an increasing number of Hawaii media outlets are turning up the heat on their social media efforts to bring readers, listeners, and viewers closer to their content. Facebook, Twitter, and Instagram are just a few of the platforms being leveraged for consumer engagement, crowd sourcing information, and hunting down news stories.

So how do we as communications professionals take advantage of this?  PRSA Hawaii's February program brings together a panel of media experts whose companies are actively engaged in social media and to share the latest trends that will help PR pros understand how to more effectively and efficiently work with their outlets. 

You will learn:

• How each company is leveraging social media to drive more "eyeballs" to their content
• About new opportunities to get coverage for your company or client
• Best practices on pitching stories and providing information via social channels
• About opportunities to partner with these media outlets through social media initiatives

Kevin Bumgarner, Pacific Business News editor

Kevin Bumgarner has been editor of PBN since April 2010, and has been with the company that owns PBN since 1991. In 1998, he served as the founding editor of the Triad Business Journal in Greensboro, N.C. PBN was founded by George Mason 50 years ago. It now has online, smartphone and print-edition versions, and a news-sharing partnership with KITV News. PBN can be found on Facebook, Twitter and LinkedIn. Kevin will also discuss the paper’s 50th anniversary celebration and what opportunities that means for your clients.

Leilani Williams, Salem Communications general manager

Leilani Williams, general manager at Salem Communications (which includes AM 690 KHNR, 95.5 FM The Fish, 107.9 Kool Gold and Country 97.5), will give an update on trends from Hawaii’s local radio industry and share how the industry is embracing social media as a way to expanding their listeners and engage new audiences. As General Manager of Salem Media of Hawaii. Leilani has managed to grow the profitability of the 7-station group to its most impressive numbers ever, winning Salem Corporate’s 2012 Financial Award for overall profitability for The Fish 95.5, Kool Gold107.9, Hawaii’s Hot Country 97.5, 690 The Answer, 99.5 The Word, 760 Wall Street Business Network and 880 Korean Gospel Broadcasting. Leilani was recently nationally recognized with the accomplishment of Leadership as Salem Corporate General Manager of the Year.

Glenn Zuehls, Honolulu Star Advertiser senior vice president of advertising

Glenn Zuehls has an extensive resume in the print industry, including six years as the Director of Sales at United Yellow Pages and four years at the Los Angeles Daily News prior to his career in Hawaii. He has been a leader in the Hawaii newspaper industry since 1998—originally the Classifieds Director of Gannett company The Honolulu Advertiser, then the Vice President of Advertising for Honolulu Star-Advertiser, and currently the Senior Vice President of Advertising for Honolulu Star-Advertiser.

At the Star-Advertiser he oversees a large staff in both the Sales and Online departments. He is responsible for online revenue and growing/evolving online products in response to how people want to get their news. In the past couple years, Star-Advertiser has successfully launched an online premium content structure and has grown its Facebook likes to 133K+. Star-Advertiser has apps available for breaking news and e-edition, as well as apps for its popular Street Pulse and Honolulu Pulse products. Glenn is a Wisconsin native and passionate Packers fan.