Interactive PR
Encyclopedia
Interactive public relations, or interactive PR, is the use of Internet
tools and technologies such as search engines, Web 2.0 social bookmarking, new media
relations, blogging and social media marketing
. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.
In Europe, David Phillips FIPR wrote 'Managing Reputation in Cyberspace' (1999) and 'Online Public Relations' (2001) and, with Philip Young, 'Online Public Relations' Second Edition (2009) which describes form and the nature of internet
mediated public relations
. These publications have broader remit than 'Interactive Public Relations' encompassing social media
and other channels for communication and many platforms for communication such as mobile phone
and other mobile communication devices and online games machines. In addition these books fall within a genre of internet public relations publications with a wider and more holistic approach to relationship management and the effects of the nature of emerging neo-ubiquitous interactive communication.
The term ‘interactive public relations’ implies two-way communication
, between an organization and its publics. Internet methods have emerged as a quick and convenient way of speaking to the public, but are better characterized as digital public relations
. Although dialogue is encouraged online, the feedback can be less than desired and/or incapable of reaching the intended audience.
Internet methods (i.e. Digital PR) such as blogs, Twitter, email/text blasts, MySpace and Facebook take an informal approach to talking at people, anticipating a response, but are unable to determine if the message is accurately comprehended.
Interactive public relations incorporate all forms of communication. It is not limited to online press releases and bloggers, but instead utilizes every element of building relationships while maintaining the significance of the spoken word.
Latest in Social Networking. Retrieved Oct. 17, 2008, from http://www.pr-inside.com/latest-in-social-networking-r843342.htm
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
tools and technologies such as search engines, Web 2.0 social bookmarking, new media
New media
New media is a broad term in media studies that emerged in the latter part of the 20th century. For example, new media holds out a possibility of on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community...
relations, blogging and social media marketing
Social media marketing
Social media marketing is an addition to personal, small business, corporate, and non-profit organizations’ integrated marketing communications plans...
. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.
In Europe, David Phillips FIPR wrote 'Managing Reputation in Cyberspace' (1999) and 'Online Public Relations' (2001) and, with Philip Young, 'Online Public Relations' Second Edition (2009) which describes form and the nature of internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
mediated public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
. These publications have broader remit than 'Interactive Public Relations' encompassing social media
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
and other channels for communication and many platforms for communication such as mobile phone
Mobile phone
A mobile phone is a device which can make and receive telephone calls over a radio link whilst moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile network operator...
and other mobile communication devices and online games machines. In addition these books fall within a genre of internet public relations publications with a wider and more holistic approach to relationship management and the effects of the nature of emerging neo-ubiquitous interactive communication.
The term ‘interactive public relations’ implies two-way communication
Two-way communication
Two-way communication - uses communication to negotiate with the public, resolve conflict, and promote mutual understanding and respect between the organization and its public. Two-Way Communication in Public Relations...
, between an organization and its publics. Internet methods have emerged as a quick and convenient way of speaking to the public, but are better characterized as digital public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
. Although dialogue is encouraged online, the feedback can be less than desired and/or incapable of reaching the intended audience.
Internet methods (i.e. Digital PR) such as blogs, Twitter, email/text blasts, MySpace and Facebook take an informal approach to talking at people, anticipating a response, but are unable to determine if the message is accurately comprehended.
Interactive public relations incorporate all forms of communication. It is not limited to online press releases and bloggers, but instead utilizes every element of building relationships while maintaining the significance of the spoken word.
External links
- Phillips, D. (1998) Managing Your Reputation in Cyberspace. Thorogood, London
- Phillips, D. (1999) Online Public Relations. Kogan Page London (a Chartered Institute of Public Relations 'PR in Practice Series' publication)
- Phillips, D. & Young, P. (2009) Online Public Relations. Kogan Page London (a Chartered Institute of Public Relations 'PR in Practice Series' publication)
- Simon, S. Traditional PR Still Remains Strong: Even in the wake of online media, some fundamentals hold fast. Retrieved Oct. 17, 2008, from http://www.aboutpublicrelations.net/ucsimon2.htm
- Sims, T. (2008, September 29). How Mobile Technology Affects PR Professionals. Retrieved Oct. 17, 2008, from http://www.platformmagazine.com/article.cfm?alias=How-Mobile-Technology-Affects-PR-Professionals
- Callari, R. (2008, October 3). Airline & Hotel Loyalty Programs testing Social Networking Waters:
Latest in Social Networking. Retrieved Oct. 17, 2008, from http://www.pr-inside.com/latest-in-social-networking-r843342.htm
- Ketchum, D. Contributor MKT, Hong Kong. (2008, September 11). Which Road Will Public Relations Take? It all Depends on Your Point of View. Retrieved Oct. 17, 2008, from http:// www.marketing-interactive.com/news/8456