New Ways to Communicate? Theoretical Perspectives on the Use of Social Software in Public Relations and Marketing Philip Young University of Sunderland

The Old PR

The vector of communication

What is the New PR? The news release is dead Traditional PR departments are facing extinction

The news release is dead

Traditional PR departments are facing extinction

Delivering the New PR Markets are conversations We are seeing the end of ‘command and control’ model of PR

Markets are conversations

We are seeing the end of ‘command and control’ model of PR

The acadmic challenge Academics must assess the validity and magnitude of the claim in terms of its impact on accepted theory Does the New PR demand new theory?

Academics must assess the validity and magnitude of the claim in terms of its impact on accepted theory

Does the New PR demand new theory?

The Old PR

The vector of communication

What is the New PR? Two types of conversation The messages that PR wants to put out …

Two types of conversation

The messages that PR wants to put out …

Two types of conversation…. Two types of conversation…. The conversation around a product or service… whether PR likes it or not!

Two types of conversation….

The conversation around a product or service… whether PR likes it or not!

The Old PR

The Old PR

The vector of communication

The vector of communication

Where reputation is formed Social softwares Social networks Facebook, Bebo Social bookmarks Blogs, vlogs, podcasts: You Tube Stars, tips, ratings, rankings

Social softwares

Social networks

Facebook, Bebo

Social bookmarks

Blogs, vlogs, podcasts: You Tube

Stars, tips, ratings, rankings

Can theory take it? Gregory 2004 argues critical aspects of internet mediated comms are agency transparency porosity plus reach lack of time constraints and interactivity May not fit current theory

Gregory 2004 argues critical aspects of internet mediated comms are

agency

transparency

porosity

plus

reach

lack of time constraints

and interactivity

May not fit current theory

Aggregation Aggregation! PR is being challenged by themed aggregation of individual voices in complex, overlying and interwoven networks This is the VISIBLE manifestation of REPUTATION

Aggregation!

PR is being challenged by themed aggregation of individual voices in complex, overlying and interwoven networks

This is the VISIBLE manifestation of REPUTATION

It’s linear, stupid Conceptual framings of PR are most usually based on analyses of power relationships (Grunig sees organisational success in conceding power?) Simple, linear transmission model (with feedback)

Conceptual framings of PR are most usually based on analyses of power relationships

(Grunig sees organisational success in conceding power?)

Simple, linear transmission model

(with feedback)

The start of something new? Is the New PR emerging though a social and structural realignment that mirrors the move from mass communications to aggregated micro communications?

Is the New PR emerging though a social and structural realignment that mirrors the move from mass communications to aggregated micro communications?

Aggregated individual dialogues UK Chartered Institute of Public Relations claims: “ PR is about reputation – the result of what you do, what you say, and what others say about you.” It may be that examining and reflecting back to management in a meaningful way the consequences to a reputation forged by aggregated individual dialogues becomes the defining feature of public relations activity

UK Chartered Institute of Public Relations claims:

“ PR is about reputation – the result of what you do, what you say, and what others say about you.”

It may be that examining and reflecting back to management in a meaningful way the consequences to a reputation forged by aggregated individual dialogues becomes the defining feature of public relations activity