pr 475 - introduction to interactive pr
DESCRIPTION
This is a basic "introduction" to interactive PR techniques past and present.TRANSCRIPT
Interactive Public Relations
Chapter 1PR 475Brett Atwood
(Don’t) Believe the Hype
The online media and marketing sector has a brief (but shady) history Rise in the ’90s Crash of 2001 Web 2.0 post -2002
Rise in the ’90s
When the Internet emerged into the mainstream, there were a lot of promises – many of which were broken
Rise in the ’90s
Lots of high-profile dot-com businesses and instant millionaires “Get rich quick! Go
public with an IPO! Never mind the business model”
Rise in the ’90s
Traditional media companies invested heavily in the Internet space Example:
AOL acquires Time-Warner
Rise in the ’90s
Many “cutting edge” technologies use the Internet with a lot of “hype” Some genuine
success stories Amazon.com eBay Google Yahoo!
Failures
But there were also technologies that failed
Crash of 2001
In the rush to get rich many businesses went bankrupt and investors got burned
Consumers were subject to skepticism over the over-promoted “hype” on the Internet
Welcome to Web 2.0
Web 2.0
As the Internet continues to grow in popularity, a new generation of more stable businesses and technologies are emerging online and on mobile devices
Web 2.0
Web serves as a platform for other technologies to interoperate withMobile devicesHome entertainment devicesAppliances
Web 2.0
Architecture of participationUser-generated content
Blogs Wikis
Social networking sites
Web 2.0
All of which enable a new ecosystem for online public relations campaigns
Web 2.0
The definition of “Web 2.0” extends to several other areas
The term is subject to “hype” and remains in debate and in flux
Web 2.0
Content power shift to the masses rather than the “mass media”
Mass media is “de-massed”
User-Generated Content
These sites build content from the submission of users, rather than staff editors or writers “Blogs”/Personal Journals Photos Podcasts Video sharing (“Vlogs”) Reviews/Advice Forums
Content Management Systems
Publishing information online has become easier due to several self-publishing tools and content management systems
Publishing Tools: Blogs
Popular Blog Tools Blogger.com LiveJournal WordPress
Publishing Tools: Wikis
The “wiki” concept of user-created content extends beyond news Wikipedia.org Wikitionary.org Wikibooks.org Wikisource.org
In-Class Activity
Register with Wikipedia.org Add to an existing entry Create a new entry for a product, service
or organization
Homework
Get the books! Read Chapter 1 “Public Relations Online” Come up with three potential clients for your
online campaign Be prepared to discuss and defend your choices How would an online campaign benefit your client? We will decide in class on Wed. your semester client