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.