Public relations has completed a rapid transformation to be able to take full advantage of the power of the internet and Web 2.0 platforms. The net has started out its first stages of growth into an environment through which people connect to each other with an broadening menu of tools. Fundamentally, content has largely ceded territory to conversations.
Businesses can use these Web 2.0 tools not only to produce a buzz in their market, but also to create public relations campaigns that build perpetual momentum. Through taking advantage of social media sites, wikis, communities, and other collaborative environments, companies can further propel their PR efforts. Having said that, it’s important to realize that Web 2.0 has noticeably shifted the landscape. Public relations need to now focus upon engaging those within a community rather than just speaking to them.
The one overriding principle of public relations in a Web 2.0 environment is the need to establish and maintain conversations with people. It is more than merely releasing a press release or getting fleeting media coverage. It is no longer enough to address or message a market. Companies hoping to leverage online PR ways must identify and correspond with the communities that represent their market.
Web 2.0 represents a still-evolving public relations paradigm that lets businesses tap into the raw potency of their market. If controlled properly, it can yield enormous long-term competitive benefits.
This entry was posted on Tuesday, April 26th, 2011 at 8:36 am and is filed under Website Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.