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    PresentationPhilipYoung PresentationPhilipYoung Presentation Transcript

    • 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
    • Delivering the New 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?
    • 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….
      • 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
    • 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
    • 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
    • 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)
    • 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?
    • 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