PR 475 - Introduction to Interactive PR


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This is a basic "introduction" to interactive PR techniques past and present.

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PR 475 - Introduction to Interactive PR

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