When reading this second chapter, I kept coming back to relationships and communication which are intertwined. Ivy Lee had it right when he said,"PR is a two-way street." PR lost focus over the years and became something it was not meant to be. There needs to be converstations and interaction for real PR to take place. We are there to facilatate this dialogue between the company and public. According to Solis and Breakenridge the new model of PR is "PR-Traditional Media-Customers: PR-New Influencers-Customers: PR-Customers: Customers-PR." There has to be a full circle made where actual talking is taking place. PR people are not here to put spin, hype, or have special messages. We are here to help understand what it is the public wants. Now that PR is moving into a new stage called "PR 2.0" we really need to have a grasp on what people want.
Because there is so much new technology out there, people are getting their opinions out there and making them known. With wikis, blogs, and chat rooms, the traditional news release is losing a lot of steam. Citizen journalism is now a norm, and PR people need to take advantage of this and read what the public is saying.
According to Solis and Breakenridge there are four differences between traditional PR VS. New PR; News Releases VS. Engaging with Communities, Spin VS. Relevance, Speaking in Messages VS. Genuine Conversations related to the subject matter of peers, Wire Services VS. Social Conversation Tools and Networks.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment