PR 2.0: Modern Public Relations by Heather Anderson Public relations by definition means to build mutually beneficial relationships between organizations and the publics they serve. Therefore, it is necessary for organizations to learn how to adapt to new marketing methods to remain relevant with their target publics. In PR 2.0, Dierdre Breakenridge informs readers of these new methods and how to become the future of public relations.
According to Breakenridge's website defines PR 2.0 as the use of "a combination of social media tools that are available to communications professionals to reach and better communicate with influencers and consumer audiences directly." By using these public relations practices, PR professionals are able to get their message to the public without traditional media sources, which grants professionals more control.
With the use of social networking sites (Facebook, MySpace, Twitter, YouTube, Digg, etc.), blogs, widgets and creating more interactive and quality organizational websites is a great way to gain the attention of target publics. However, with these new PR tactics comes more responsibility. This is where ethics in public relations comes into the picture.
In this industry ethical public relations practices are extremely important and even more so with the rise of online PR. Utilizing PRSA's Code of Ethics throughout one's professional career is needed no matter what medium is in use.
- Advocacy
- Honesty
- Expertise
- Independence
- Loyalty
- Fairness
Unfortunately, online public relations is more vulnerable to ethical dilemmas due to the nature of the Internet. WIth this being said, organizations should only have a select individual performing media tasks. Each organization should have an official page, group, etc. on any social media outlet to ensure credibility with the public and have links to them through the organization's website. This way the organization is better able to keep the organizational message consistent.
1 comment:
Heather,
It is very interesting to see that many public relations professionals are encouraging students and companies to use social medias. I really liked your point that unlike traditional media outlets these social media outlets give professionals more control. I think that this is huge for public relations professionals because they usually supply these traditional medias with stories but have no say whether or not their story will be seen, but with these social medias they are in charge and able to post anything they like. I also agree with you that not all employees should be contributing to these sites but rather one person who knows what he or she is doing to insure that there is a constant message for the company.
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