PR online: integration of viral and news creativity

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"PR online: integration of viral and news creativity"
Presentation by Alexander Christov, PhD for EuroViral conference 2012.

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PR online: integration of viral and news creativity

  1. 1. Understanding of communication – byprofessionals: – Process – Two-way process – Interaction, sharingIntention to share is the base of going viral
  2. 2. PR communication is based on newsViral communication is based on new
  3. 3. Surprisingly for many, news and viral stories havethe same components: – New/newsworthy – Controversial – Interesting, attractive – “Belongs to many” – Negative
  4. 4. But viral stories has something more: – Multimedia/pictures – Freedom/no corporate or editorial control – Personality o No claims to be objective o Creating followers, not readers/viewers
  5. 5. The idea of online PR activities is the same: – Creating content, which is easy to disseminate and to share (and it is free) – Shift from the idea of informing the publics to engaging the consumers
  6. 6. The media is everything.Media is you
  7. 7. People are journalistsPeople make news (including fake news)They are going viral
  8. 8. All this means that news* and viral creativity havea lot in common. Moreover, they are integrated: – Viral stories are creating news – News are creating viral stories
  9. 9. Elements of viral and PR creativity: – Empathy – Social life – Imagination – Communicative competence – Intertextuality (to combine different stories and points of view) – Personal charisma
  10. 10. But viral creativity has something more/less: – It is uncontrollable – It is unpredictable – In most cases, it is unintended – Therefore: it is still underdeveloped for the benefit of PR and other marketing communications – Impossible to create a story, that will definitely go viral
  11. 11. “The key to make excellent viral stories is tomake a bulk of viral stories”“When you have explosive news, make themviral”
  12. 12. http://www.youtube.com/watch?v=316AzLYfAzw&feature=player_embedded

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