Chapter 13
Chapter
13 covers the internet and social media in regards to public relations workers.
This chapter serves as a sort of addendum to previously established PR
functions, such as printing, effectiveness, cost effectiveness, speed of
information, or format.
Since
the introduction of the internet as a format of media relations, PR
professionals have gained the ability to communicate faster and at lower
budget. For example, the internet now allows PR professionals to update any
information that could potentially be wrong within seconds, as opposed to
reprinting materials such as newspapers or brochures. Further, the internet created a new format of
media interaction – now allowing the audience to interact with each other in a
way they never had been able to before. As
the internet develops as a tool for advertising, it’s becoming easier to target
niche audiences and markets with tools such as targeted marketing based on
search history.
The
chapter then evolves from the establishment of the internet to the
establishment of smartphones. Smartphones also increased the ability of PR
professionals because of its accessibility to the audience. Smartphones allow
PR professionals to interact with audience members and gain specific
information from them. This can be done using apps. The most popular apps in
the smartphone realm include: e-mail, web, facebook, games, news, and social
media formats. Further, this chapter goes on to explore the importance of
twitter.
The
chapter sets out guidelines for twitter etiquette. As a twitter user who joined
before the media platform gained headway, I found this funny. The chapter decided
that tweets should avoid bullets, a plethora of tweets in a row, and boring
messages. I agree with all of these attributes and use them in my twitter use,
as well.
New Rules – Chapter 1
This chapter of the supplemental reading starts off with an anecdote
revolving around the purchasing of a new car. The author was kicking around the
idea of purchasing a new vehicle, but when he went online to observe the
options from major companies, he felt barraged by messages that seemed to be
created in focus groups and lab studies. Rather, the author found that
audience-based media platforms were better for the casual car purchaser.
Then,
the chapter goes on to clarify that the web has increased the number of formats
and options that organizations can have. Before the web “organizations had only
two significant options for attracting attention: buy expensive advertising or
get third-party ink from the media.” The web has opened up new rules and new
abilities to target niche audiences.
New Rules – Chapter 2
This chapter
started off with the author telling a story of how his wife responded to a
twitter follower’s tweet revolving around a hotel in the arctic. Because of
this tweet, the author and his wife decided to book the hotel that was previously
mentioned. This is a great segue into how the “new rules” of PR mesh into this
audience interactive experience.
The
chapter then explains the evolution of these rules. It starts off with the
creation of the “printing press,” which the author describes as “freeing” for
people, as a mass amount of information was able to be communicated to a lot of
people at once.
Marketing
is the focus of the latter half of the chapter. The marketing theories
explained focus on the theory of the “Long Tail,” which explains how marketing
for the web can focus on targeting audience members to specific products that
they may not even know they needed or wanted. These audiences are called “undeserved
audiences,” and the method is widely used by Amazon.
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