In Deirdre Breakenridge's article PR 2.0, Brian Cross discusses how changes in technology will change the function of PR practitioners. In what ways do you think public relations will change and what role will PR professional's play in these changes?
Brian Cross argues that the growth of technology will lead to changes in how PR professionals communicate. The development of this new medium has opened up a whole new playing field for PR professional. It allows them to access information that before was unavailable.
Social media allows PR professionals to get out there on the World Wide Web and reach and communicate with a wider target audience. It allows for two-way communication and feedback from consumers and stakeholders in a quicker and more direct manner. It also means a change in how consumers view companies. Instead of PR professionals constantly chasing after consumers, social media allows them to create an online identity. By ‘twittering’ and ‘facebooking’ you create awareness of your company, people start following you and want to see what you’re saying about certain topics. Instead of following them, you draw them in so they follow you.
However, it is important to understand that in order for this application of social media to work and in order for PR professionals to reach their targeted audiences they must converse with bloggers and social media users in order to understand the wants/needs of the consumer and to gain a mutual rapport.
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I think that Michael and I are together on Triibes if I am right.
ReplyDeleteThis is how we met online and here I am supporting the idea that he had to involve his students with people online.
I think that this is a wonderful way to join the conversation and learn in a practical hands on way.
Ziona Etzion @beabitcraZEE
Hey! thanks for supporting our efforts Ziona and Kathryn - excellent work!
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