With various ideologies of online PR floating around, there are yet debates to whether the internet aids or hinders PR. With the combination of adequate research and hands-on experience, I hold a similar viewpoint to that of Stacey Heater's, author of "Public Relations and the Internet: Friend or Foe?" In a nugget, Heater points out that social media, blogs, message boards, search engine optimization, and the internet, in general, are all tools that can be greatly advantageous to PR depending on their usage. Adversely, these tools can also be detrimental; this is all determined by their users.
I wouldn’t have been surprised if the internet had struggled when initially breaking into the PR world. Traditional modes of PR have existed for practically years on end without revision. This new technological wave and internet revolution had forced PR to change its’ means and even drastically. With social media, blogs, websites, podcasts, etc. taking over, it is relatively safe to say that mainstream media and traditional PR are dead. PR professionals are now capable to cater to specific niche and target audiences.
It’s more than apparent that the majority of the world, let alone America, is on the internet. Honestly, how many people check the news by picking up a newspaper these days? Or even watch the news on TV? The numbers continue decreasing at significant rates. Inevitably, the internet lures in PR more and more. Even social media for instance, along with everyone else, large corporations and professionals reside on Facebook as well as Twitter. PR professionals are obliged to resort to the types of mediums which most of society is using. Furthermore, besides enabling unbelievable access to the masses, the internet is convenient, inexpensive, quick, and effective.
With the internet, PR professionals are able to acquire a sound and respected brand by enabling great web presence, search engine visibility, and credible brand perception. Because all this can happen by just a click of a button, a social policy has to be put in place at every company that is pursuing online PR. Just as Heater mentioned in her article, an irresponsible message can be made viral in seconds which will only result in crisis management. Any type of encounter with the public can make it or break it for your brand; with that being said, PR professionals have to be evermore cautious when pursuing online PR. There are countless websites and pages; who’s to know which one’s are, in fact, credible? One must never rely on simply one site, yet allot time to extend research.
In summation, PR professionals can go very far with using the internet. Online PR brings numerous advantages to the field. Just as in any work environment one must simply be responsible and mindful especially when online.
I found your post to be interesting because I continue to wonder if the internet and the numerous social media website help or hinder PR. The one thing that PR should be is credible. With the older model of PR, PR professionals worked with media outlets to get them to release their story. News media has always been considered a credible source. If it came from the news, it must be true and honest and people could believe it. Now, PR people don't have to necessarily go to news media to get their story out because there is Facebook, Twitter, Blogs, etc. Now, PR stories are more readily available and the public is able to be involved. But I wonder if having information come from so many different website or blogs dilute the message.
ReplyDeleteThere was a time when I felt that if a company had a Myspace (which I know is now rarely used) or Facebook URL, I felt that company was not very credible and was not seeking a mature audience. It is clear that even if it may have been the case even a year ago, it certainly is not now. I agree that whether it helps or hinders depends on how it is being used. I look forward to see how the internet continues to change the way PR is managed.