By Yajing Cao
Media technological boom challenges PR practices, however, shouldn’t PR persons relish these changes meanwhile gain sense of achievement?
In 2009, with a one-minute simulation of babies roller-skating in New York’s Central Park while drinking Evian, the bottle water brand suggested that it had found the fountain of youth, captured with the line “Evian. Live Young.” With over 45 million viewers, the clip entered the Guinness World Records as the most- watched online ad ever.
To reinforce its brand position as, “The World’s Local Bank,” HSBC created Expat Explorer, an online community where individuals living and working abroad can find resources and expert advice along with an opportunity to share their own experiences. Original research about the relative desirability of international work locations drew tremendous attention from the general media last year, generating almost 1 million “tweets” in just the first week after its release.
These scenarios are not occasional with the blooming of social media.
Coverage of recent technological changes, especially the growth of digital and social media (blogging, Twitter, RSS, etc.) gives an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences.
The rapid development of social media is changing the way PR professionals communicate with consumers. Even for traditional media such as TV, which still remains the most influential way to reach consumers, it is no longer enough to simply broadcast a message. Social media has made it possible for consumers to talk back to communicators much more easily.
The aging of social media not only cause the traditional mass media orientation more complicated but also escalates PR efforts’ sphere of influence.
Towards to traditional mass media relations, since media themselves have evolved with social media strategy, gaining attention can be more reachable and instant. Also, journalists’ personal social media could be another channel to targeted publics. For example, evidence suggests that journalists are gradually turning more to post on their own blogs in order to have independence from traditional editors or media gatekeeping. This is much of what attracts millions of citizens around the U.S. and persons around the world to publish their own blogs. They can be the center of their own social networking circle to promote PR efforts.
Beyond media relations, blogger Stephan Spencer observes that blogs have grown into an important element in the realm of public opinion. “The ‘blogosphere’ is already a force to be reckoned with. Bloggers can wreck havoc on reputations (just ask Kryptonite) and careers (e.g., Dan Rather). Or they can create the ‘next big thing’. The immensely popular blog BoingBoing covered a very cool product called “InstaSnow” … and traffic and sales spiked”.[1] Spencer concludes: “The ‘power of the people’ has become the ‘power of the bloggers.’”
The reason why social media can be irreplaceable weapon lies on the fact that messages spread like virus infection and received with less aversion.
According to 2010 BrandZ’s Top 100 Brands ranking, many successful brands attempted to be reachable, involve in customers and inspire advocates whose personal voices potentially speak more credibly about the brand than the brand could speak about itself. There is an issue. Relying on independent advocates to develop a brand is equal to relying on the kindness of strangers. It can be heart warming, but it’s good to have a backup plan.
Pre-event schedule provides that backup, as illustrated by the car category. To promote its European, youth-oriented Fiesta brand in the U.S., in 2009, Ford imported 100 Fiestas and gave them to bloggers who were asked to comment online about their experience with the cars. Positive buzz surged rapidly through social networks. Because the content was interesting, mainstream media soon picked up and amplified the story. And the project reportedly generated 50,000 requests for information.
“This set the perfect stage for an advertising launch because people now are willing to listen,” said Andy Prakken, executive vice president, WPP Team Detroit, adding that the social networking campaign drove nameplate awareness to levels that normally would cost $100 million in propaganda. “They are anticipating the product so when the cars arrive here there’s already a pent- up expectation.” The role of the marketer, said Prakken, “is to be a catalyst and to help with content and distribution but to let it go.”
How much to let go need a balance. Too much control almost settles a safe but lukewarm place, while too much freedom risks results that are memorable but disastrous. PR practices are experimenting with this tension.
Also, social media is engaging more publics. To engage the interest of a new generation, Pepsi combined social media with social responsibility in the Pepsi Refresh Project, which it launched in January 2010. They request visitors to submit ideas for improving their communities or the world. Winning ideas, determined by online voting, receive financial awards from Pepsi. Coca-Cola organized Expedition206, in which the global soft drink leader selected three diverse and multi-lingual young people to serve as “Happiness Ambassadors” as they visit the 206 countries where Coke is sold, in 365 days, and report on social media sites about their daily adventures.
Smartphone advanced technology push much information to audience as well. Using relevant apps to either updating company news or better serving customers. However, if service were poor-functional, bad impression would be left.
To the public, that’s great if communicators have nothing to hide or can work comfortably with the privacy drapes open wide. Social media affords unprecedented intimacy between companies and customers. But like any intimate relationship, a deep, lasting bond requires two-way dialog, honesty and inter-respect.
Some companies are uncomfortable in this new world where customers can post thoughtful valentines or crude graffiti. Yet cultivating a relationship based on the slow revelations of courtship seems quaint and unrealistic as customers promiscuously speed date from Web site to Web site. In this condition, the best way to deal with technological improvements is to adapt to them then make full use of them
Technological advancement may cause pressures, however, when compared to the merits bringing by proper uses of them, the drawbacks definitely pale.
World In the Mirror 