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PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
PR 475 - Introduction to Interactive PR
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PR 475 - Introduction to Interactive PR

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

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

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

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