PR in the Digital Age

So far, this century was much about digitalisation and globalisation. PR has been affected by these changes. Some see a revolution of the profession, others call it a hype. In this blog I am digging deep to provide insights into digital PR.

digitalPR

Has digital media changed PR?

A big question with an even bigger answer. I certainly will not be able to discuss all aspects which might lead to a conclusion in this blog post. Nevertheless, I do want to highlight some points of the current discussion about convergent media and its impact on PR. During my research on this topic, I had the feeling that practitioners…

Mountain Bluebird

PR is microblogging

Half a million Swiss users are on Twitter and the number is rising. A few weeks ago, I became one of them as I joined the social network. Since I have used Twitter for work purposes before, it was not my first steps in the world of microblogging. The current attempt, however, was different.   Shortly entertaining, mostly time-intense After…

onlinecommunities_def

Engaging in virtual communities

I want to provide you with some insights into ‘virtual communities of interest‘ and the opportunities they offer to corporations. Virtual communities of interest (VCOI) is a term which describes a gathering of people in the internet assembled around a topic of common interest. The people take part in the community to exchange information, obtain answers to personal questions or…

pintura

Intercultural online communication

Social Media is shrinking the world – this popular claim implies that through social media the world’s population is becoming one big family. Indeed, globalisation and the rapid development of new technologies such as digital media have considerably contributed to bringing people from different parts of the world together. When communicating and interacting online, people behave similarly and follow specific…

Blue-Matrix-Code

Online Issues Identification

In my opinion, issue management is a very prestigious PR task in which the practitioners can prove their proactive and strategic approach. According to Ingenhoff and Röttger (2006, p. 323), issue management describes the systematic approach to identify, analyse, prioritise and proactively influence internal and external issues which might impact the reputation or room for manoeuvre of a company. In…

influence-network

Blogger relations

Every half a second, a new blog is created somewhere in the world. There are over 152 millions blogs. However, only a very small number of bloggers succeeds in reaching an interested audience. These are the ones who manage to manoeuver themselves in niches where they stand out of the mass. They become issue owners, experts in the topic who…

Chess

If content is the king, strategy is the queen

Storytelling is currently (or better said: still) a popular trend in the communication profession. In the wake of this fashion, the PR department I am working for was recently renamed into “PR & storytelling”. Why? Mainly because our internal stakeholders should learn that we do more than writing press releases and dealing with journalists. More and more content The emergence…