This document discusses the challenges of public relations in digital and online environments. It notes that the large, uncontrolled nature of new media challenges old PR models that relied on static, one-way communication. It then asks questions about how recent PR campaigns by Levi's, Coca-Cola, Tourism Queensland, and Witchery have used social media, and whether any publicity is good publicity for brands.

1. CONTEMPORARY
AND CRITICAL
PUBLIC RELATIONS //
DIGITAL & ONLINE
ENVIRONMENTS

2. 1. LARGE &
UNCONTROLLED

3. 2. OLD MODELS
CHALLENGED

4. 3. STATIC
DOESN’T CUT IT

5. 4. NEW MEDIA
NEW ETHICS ??

6. 5. YOU NEED A
STRATEGY

7. RECENT PR
SOCIAL MEDIA
INVOLVEMENT?

8. A. I SPY LEVIS
CAMPAIGN

9. B. SHARE A COKE
CAMPAIGN
h"p://www.youtube.com/watch?v=2X8Bd3-­‐
G6IU

10. C. TOURISM
QUEENSLAND

11. WHAT DO THEY
SHARE?

13. D. WITCHERY MAN
CAMPAIGN
h"p://www.youtube.com/watch?
v=zQybOsM-­‐7Qw

15. IS ANY PUBLICITY
GOOD PUBLICITY?

16. WHY?

18. QUESTIONS?