The document discusses the modern communications environment and how Chester Zoo communicates within this environment. It recognizes changes like technology as fashion, generation Y during the recession, web 2.0 and open government, and the DIY movement. It also discusses how communications are faster and more real-time. The document then discusses Chester Zoo's social media presence on platforms like Twitter, Foursquare, and unofficial Flickr groups. It notes the impact of social media for PR purposes, including the need to monitor conversations and be fast to respond to criticism online.

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2. Modern communications environment
Dr. Mark Drapeau recognises the following cultural changes:
• Consumer Technology as Fashion (technology becomes not only a
way to get things done but also a personal fashion statement)
• Generation Y and the Recession (‘quarter-life crisis’, people are
interested in connecting to each other through new forms of media,
expressing themselves openly and often without regard for privacy,
adapting to a quickly changing world, collaborating to help each
other achieve goals, and thinking about things they can do to help
communities in the name of public service and social good)
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3. Modern communications environment
• Web 2.0 and Open Government (a shift towards a more
transparent, participatory, and collaborative government at all
levels)
• Nobodies as Influencers (everyone has the potential to be a
celebrity, and therefore everyone is a potential influencer)
• The Do-It-Yourself (DIY) Movement (a growing distrust of authority,
and therefore of the work they do, whether talking about trusting
hospitals to take care of you, trusting restaurants to feed you
healthy stuff, or trusting governments to take care of public
projects)
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4. Modern communications environment
'Trying to trace in detail changes in new media
produces information with the shelf life of lettuce.'
(Cutlip et al., p.287)
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5. Modern communications environment
In 1998 Paul Recer said:
'People [are] drowning in data, while still thirsting for
information.’
(cited in Cutlip, et al., p. 287)
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6. Technology impact
• 24/7 news and information cycle
• Faster and on-the-move interaction
• ‘real-time-web’
• ‘Google’ (bad and good information does not disappear – it
stays online)
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7. Chester Zoo
• A registered conservation charity
• The UK’s number one zoo, with over 7000 animals and 400
different species, many of which are endangered
• With 1.3 million visitors a year (more than any other zoo in
the UK) it is an all-year round favourite attraction for the
young and the young at heart
• Celebrates its 75th anniversary in May 2011
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8. Chester Zoo
‘As a leading conservation organisation we have been committed
to protecting biodiversity for over 75 years. Our strategy and
activities are continually reviewed and developed to help
achieve our Mission and Vision.’
- Vision - A diverse, thriving and sustainable natural world
- Mission - To be a major force in conserving biodiversity
worldwide
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9. Chester Zoo communication
• TV and radio advertising
• newspaper and print advertising
• outdoors advertising (e.g campaign in 2007 based entirely on lamppost
panels)
• press releases (e.g. newborns, conservation campaigns, association with
celebrities, donations)
• Events (e.g. Orangutan Evening, special photographers’ days)
• Website
• Social media 9

10. How Chester Zoo captures the changes
in communications environment?
• Development of an iPhone app
• Presence and activity on real-time
platforms (Twitter and Foursquare)
• Webcams
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11. Social media profile
• 14,985 people like Chester Zoo on
• 1,131 followers on
• 303 people checked in on
• 72 members on
• 57 subscribers on
• official photostream on
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12. Social media profile
The numbers are not high, BUT the target
audience is likely to be more specific
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13. Chester Zoo has to be aware of:
• Chester Zoo Visitor Photos group on Flickr with 380 members
• Unofficial Flickr group with 554 members with which states:
‘Did you go to Chester Zoo? Did the red pandas climb down from their
tree for long enough to get a picture? Did the jaguar take a plunge in
his pool? Did you get stuck in a queue for an hour getting onto the car
park? Then post your photos here... no limits, major spamming will
just be annoying, but the photos don’t need to be of the animals, they
can be of anything taken on the Chester Zoo site.’
• www.zoochat.com - an online community focussed on discussion
about zoos, animal conservation and nature in general
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14. Impact in PR terms
• Have to monitor what is being published (bad content stays
online too)
• Have to be fast in response
• ´The products and services of organizations are
particularly vulnerable to attack and criticism
by bloogers, and an unfavorable mention is
often multiplied by links to other blogs and search
engine indexing.´ (Wilcox, p.235)
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15. Impact in PR terms
‘Many challenges must be overcome when using
social media for public relations applications.
Chief among them is the need to develop
tactics to ensure cultural relevancy, avoid
clichés, and move beyond standardized
approaches.´
(Wilcox, p.223)
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