The document discusses the changing landscape of public relations and marketing with the rise of social media. It argues that the traditional PR model of top-down communication is being replaced by a new model where markets are conversations and reputation is formed through aggregated individual dialogues on social networks. Academics must assess how this shift impacts established communication theories and whether new theories are needed to account for the transparency, reach, and interactivity of internet-mediated communications. The rise of social software and user-generated content is challenging PR professionals to examine reputation formed through complex networks of individual voices online.

1. New Ways to Communicate? Theoretical Perspectives on the Use of Social Software in Public Relations and Marketing Philip Young University of Sunderland

3. The Old PR

4. The vector of communication

5. What is the New PR? The news release is dead Traditional PR departments are facing extinction

6. Delivering the New PR Markets are conversations We are seeing the end of ‘command and control’ model of PR

7. 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?

8. The Old PR

9. The vector of communication

10. What is the New PR? Two types of conversation The messages that PR wants to put out …

11. Two types of conversation…. Two types of conversation…. The conversation around a product or service… whether PR likes it or not!

12. The Old PR

13. The Old PR

14. The vector of communication

15. The vector of communication

16. Where reputation is formed Social softwares Social networks Facebook, Bebo Social bookmarks Blogs, vlogs, podcasts: You Tube Stars, tips, ratings, rankings

17. 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

18. 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

19. 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)

20. 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?

21. 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