There has been a renaissance if you will, in
public relations. Known as
PR 2.0, it breaks away from traditional public relations and marketing activities, best typified through the 1900’s as the archaic “man with the megaphone”. PR 2.0 has renewed credibility, exposed a newfound transparency, and opened communication previously marred by our society’s stigma of the PR industry. And it’s all because of the Internet,
Web 2.0 and
social media.
Social and digital media should be considered the love child of the Internet and Web 2.0. The development of Web 2.0 heightened interaction and shifted power on the ‘world-wide internets’ from traditional producers (businesses and organizations) to consumers as producers (think YOU; YouTube, blogs and Facebook). From a PR perspective it's important to remember that while Web 2.0 influences PR 2.0, PR2.0 is not Web 2.0 and was never intended as such.
The transition of public relations to incorporate social media has been no different than any other adaptation the field has encountered through waves of technological progress.
Marshall McLuhan’s famous “
the medium is the message” still holds true as public relations activities will continue to link customers and businesses yet the medium is PR 2.0. The easiest way to frame this relationship is to consider PR 2.0 as the vehicle public relations has used to adapt to the social and digital media phenomenon. PR 2.0 utilizes Web 2.0 and social media to change the
terms of engagement between business and consumer, allowing the PR professional and business to listen, learn and share with their audiences. This has revitalized interest in public relations and opened the door to
two-way communication. As
Deirdre Breakenridge explains, “PR 2.0 puts the public back in public relations”.
So what does that mean for the PR professional? It means that due to increasing broadband connectivity, Web 2.0 and social media, the PR professional has new ways to communicate with audiences and a new medium to conduct the same (but think 2.0’d) activities. The one-way communication of the past has been replaced by online interaction, two-way dialogue and sharing. PR can tap into the sentiments of the global community and in effect, reestablish a business, product, or
service to reflect the wishes of their potential or real consumers. It means that PR has changed, and here’s how:
- PR and building relationships is like Canada and hockey. PR 2.0 brings
networking into the mix on a whole new level; online.
– No one can hide anything thanks to the Internet. Therefore it is essential that PR 2.0 practitioners embrace this and stay ‘real’ (transparent) with their audiences. People will see through the bullmish in
“the age of awareness”.– The idea of incorporating two-way communication, learning and sharing from Web 2.0 builds credibility. Introducing a new 3rd party endorser, PR 2.0 highlights the ‘blogger’ as the new go-to individuals, like the journalist in years past.
– PR 2.0 allows companies to better gauge public opinion, on a micro/macro level, whenever needed and at the click of the mouse. PR practitioners can proactively seek new and diverse audiences.
It is undoubted that PR has evolved to incorporate the potentials of Web 2.0 and social media, how pervasive it shall become in both everyday life and my aspiring public relations career is something I look forward to witnessing. If you haven’t already, you can connect with everything that is me by visiting
here! I'm everywhere...
If this isn't viral yet, it will be soon! Here's a link to Umbro's YouTube channel where you can see more of your favourite... um, Champion ;)
So lemme tell you a story.
I learned my lesson and after a failed attempt to rectify “the situation” (another story) at the Cheap Thrills shop, I will never, ever do business nor recommend ANYONE to buy tires from them. I should have known better by their name.
Yikes. Whada siduation! A situation that could have been avoided. So, if I can leave you with any wisdom it is this:
Today we had a special lecture in our social and digital media class that emphasized social capital (check this too) and connectedness through our network we’ve developed in the last four months. It was presented thousands of years ahead of 'now' ... in the future. My HumberPR social media gangsters introduced “Future Camp”, led by Zack Sandor-Kerr and Jenna Stothers, where we discussed how we’ll stay close when our course is done and we are let loose in the real world.
I make my move into the Middle East
Into INDIA!
Building up a massive defensive shield to protect Africa from invaders!
Fortify!
Things are coming to a boiling point... 
It fcuking GO TIME! Africa is like a compressed spring.
Population of the world takes a hit... Blue Empire is RUTHLESS.
I took a run at it. My quest to defeat ended in Iceland. I had broken all networked alliances. With so many troops I had to make a move... plus it was getting late.
service to reflect the wishes of their potential or real consumers. It means that PR has changed, and here’s how: