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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