Putting the Public Back into Public Relations

"PR 2.0 puts the public back in public relations with the ability to speak to more people"

-Dierdre Breakenridge from A Communicator's Manifesto

This means that social media:

-Facilitates participation between PR and public by connecting us to the “unreachables” ("participate in dialogue in places where they have never been invited to participate before")

-is FREE and universally assessable

-Allows PR practioners to understand, engage and identify with the public

-owe our thanks to technology!

-Easy to spread your ideas and ideas that spread WIN. Because social media is assessable, ideas, concepts and even brands have the ability to become trends and spread quickly.

"Public Relations can now participate in the online conversations that define our markets" -Brian Solis

Why is broadband connectivity important for PR?

1. Congregate

• creates a sense of community, getting in contact with audiences, customers, colleagues, friends, family

2. Collaborate

• free flow of ideas, work together, bounce ideas, 2-way communication

3. Share content

• learning from one another, gaining a better understanding of issues/topics, become aware of customer satisfaction levels

Why is it important for consumers?

Consumers want to be acknowledged by the company. They want to see involvement because this gives makes the brand/company seem human. Customers now expect compassion and involvement from the companies that they support.

Traditional media such as TV, newspapers and radio are effective however they are one-way communication vehicles, and viewers tend to be passive. Social media is two-way communication and its participants are active engaging.

According to Breakenridge, customers often want/need to gather, organize and share information in order to feel confident in the company, as well as in their decisions to support the company. This therefore supports the importance of "putting the public back into public relations"!

CHANGE: Good or bad?

According to Breakenridge change has been the only stable variant in public relations and that all PR practioners should embrace this change and view it as an opportunity to redefine the industry.

People are always fearful of change however in the PR industry, we as practitioners must embrace it..OR ELSE we will be left behind, confused and out of the loop. It is up to you to become not only acquainted but comfortable with using social media.