If you wonder about the still-new world of social media, and are continually amazed when a few comments on a social media site affect prompt change (whether it’s a political movement, corporate policy, or an unsatisfied customer quieted down) this New York Times article, Redefining Public Relations in the Age of Social Media, provides helpful background. The article, by Stuart Elliott, describes the evolutionary and revolutionary changes in the digital public relations world.
A Few Interesting Thoughts from the Article
- Internet and social media like blogs, Facebook, and Twitter are transforming the relation between those of us in the general public and the people communicating with us. It’s no longer top down communication.
- The many types of media make it easier for consumers to learn about the mix-ups and blunders committed in the name of influence because they get picket up and reported and then move with viral speed through the digital world.
- In a world where so many people can publish to the world from home — the article calls this global publishing power — public relations people and departments must focus on influencing the messages rather than creating them.
- The ability to share every digital thought (see Wikipedia image above depicting the wide-ranging share buttons) transforms the relationship between consumer and business.