Online Public Relations
Some say that traditional PR with its continued focus on mainstream media is a dead-man-walking profession; not entirely true, but any contemporary PR strategy that fails to incorporate online as an integral element is going out half baked.
In Ignorant Bliss
Search engines and other recommendation platforms are replacing the traditional gatekeepers of marketing communications by putting ‘publishers' - anyone with an internet connection and the will to voice an opinion - directly in touch with anyone else who cares to listen.
For example, my negative or positive online review of an interstate hotel experience is easily and quickly disseminated to anyone in the online world who may have an interest in staying at that particular hotel - now or in the future. The hotel concerned may sit in ignorant bliss of this, choose not to react, or choose to engage in the process by answering its critics and/ or modifying its behaviour where required.
A Relationship of Equals
Brands, companies and individuals are now afforded the opportunity to communicate directly with their actual and potential stakeholders at a grass roots level; it does however take insight, commitment and courage to engage in what's commonly called the "market as a conversation".
It takes courage because online PR is more a relationship of equals - the feedback you'll experience is more immediate, honest and frank and you're probably used to (or maybe ready for). But still, wouldn't you rather know?
Very Public Relations
Social media aware organisations are employing a range of tools and techniques to monitor and manage the market conversations of interest to them; their level of active participation is still one of choice, but regardless, the brand or the message once released onto the web is not theirs to control any longer.
The public are back at the forefront of public relations.
Want to Know More? Attend a NET:101 Internet Marketing & Social Media Workshop.
