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New Ways to Communicate?  Theoretical Perspectives on the Use of Social Software in Public Relations and Marketing   Phili...
 
The Old PR
The vector of communication
What is the New PR? <ul><li>The news release is dead </li></ul><ul><li>Traditional PR departments are facing extinction </...
Delivering the New PR <ul><li>Markets are conversations </li></ul><ul><li>We are seeing the end of ‘command and control’ m...
The acadmic challenge <ul><li>Academics must assess the validity and magnitude of the claim in terms of its impact on acce...
The Old PR
The vector of communication
What is the New PR? <ul><li>Two types of conversation </li></ul><ul><li>The messages that PR wants to put out … </li></ul>
Two types of conversation…. <ul><li>Two types of conversation…. </li></ul><ul><li>The conversation around a product or ser...
The Old PR
The Old PR
The vector of communication
The vector of communication
Where reputation is formed <ul><li>Social softwares </li></ul><ul><li>Social networks </li></ul><ul><li>Facebook, Bebo </l...
Can theory take it? <ul><li>Gregory 2004 argues critical aspects of internet mediated comms  are  </li></ul><ul><ul><li>ag...
Aggregation <ul><li>Aggregation! </li></ul><ul><li>PR is being challenged by themed aggregation of individual voices in co...
It’s linear, stupid <ul><li>Conceptual framings of PR are most usually based on analyses of power relationships </li></ul>...
The start of something new? <ul><li>Is the New PR emerging though a social and structural realignment that mirrors the mov...
Aggregated individual dialogues <ul><li>UK Chartered Institute of Public Relations claims: </li></ul><ul><li>“ PR is about...
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PresentationPhilipYoung

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Transcript of "PresentationPhilipYoung"

  1. 1. New Ways to Communicate? Theoretical Perspectives on the Use of Social Software in Public Relations and Marketing Philip Young University of Sunderland
  2. 3. The Old PR
  3. 4. The vector of communication
  4. 5. What is the New PR? <ul><li>The news release is dead </li></ul><ul><li>Traditional PR departments are facing extinction </li></ul>
  5. 6. Delivering the New PR <ul><li>Markets are conversations </li></ul><ul><li>We are seeing the end of ‘command and control’ model of PR </li></ul>
  6. 7. The acadmic challenge <ul><li>Academics must assess the validity and magnitude of the claim in terms of its impact on accepted theory </li></ul><ul><li>Does the New PR demand new theory? </li></ul>
  7. 8. The Old PR
  8. 9. The vector of communication
  9. 10. What is the New PR? <ul><li>Two types of conversation </li></ul><ul><li>The messages that PR wants to put out … </li></ul>
  10. 11. Two types of conversation…. <ul><li>Two types of conversation…. </li></ul><ul><li>The conversation around a product or service… whether PR likes it or not! </li></ul>
  11. 12. The Old PR
  12. 13. The Old PR
  13. 14. The vector of communication
  14. 15. The vector of communication
  15. 16. Where reputation is formed <ul><li>Social softwares </li></ul><ul><li>Social networks </li></ul><ul><li>Facebook, Bebo </li></ul><ul><li>Social bookmarks </li></ul><ul><li>Blogs, vlogs, podcasts: You Tube </li></ul><ul><li>Stars, tips, ratings, rankings </li></ul>
  16. 17. Can theory take it? <ul><li>Gregory 2004 argues critical aspects of internet mediated comms are </li></ul><ul><ul><li>agency </li></ul></ul><ul><ul><li>transparency </li></ul></ul><ul><ul><li>porosity </li></ul></ul><ul><li>plus </li></ul><ul><li>reach </li></ul><ul><li>lack of time constraints </li></ul><ul><li>and interactivity </li></ul><ul><li>May not fit current theory </li></ul>
  17. 18. Aggregation <ul><li>Aggregation! </li></ul><ul><li>PR is being challenged by themed aggregation of individual voices in complex, overlying and interwoven networks </li></ul><ul><li>This is the VISIBLE manifestation of REPUTATION </li></ul>
  18. 19. It’s linear, stupid <ul><li>Conceptual framings of PR are most usually based on analyses of power relationships </li></ul><ul><li>(Grunig sees organisational success in conceding power?) </li></ul><ul><li>Simple, linear transmission model </li></ul><ul><li>(with feedback) </li></ul>
  19. 20. The start of something new? <ul><li>Is the New PR emerging though a social and structural realignment that mirrors the move from mass communications to aggregated micro communications? </li></ul>
  20. 21. Aggregated individual dialogues <ul><li>UK Chartered Institute of Public Relations claims: </li></ul><ul><li>“ PR is about reputation – the result of what you do, what you say, and what others say about you.” </li></ul><ul><li>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 </li></ul>

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