So why should we (Corporate Communications professionals) care? At the core of public relations is the concept of a two-way relationship between an organisation and its stakeholders. With the advent of social media and the concept of Web2.0, the two-way relationship has been expanded to multi-way. The CIPR definition is “PR is about reputation – what you do, what you say and what others say about you”. This idea of multiple conversations was floated in August 2008 by Brian Solis with his ‘Conversation Prism’ which artistically attempted to demonstrate the evolving network of relationships available through social media.
Conversation Prism
He has now written a new book with Deirdre Breakenridge called “Putting the Public Back into PR” . The book is a very straightforward guide to how PR professionals can use social media and what Web2.0 and PR2.0 can offer. I liked the way it was written in straightforward language, rather than the inaccessable ‘Geek-speak’ which can put people off!
Put Public Back
The reason I argue that all corporate communications professionals need to know how to make use of new media is pretty simple: our audiences use new media. We can bypass traditional media channels and reach out and engage directly with individuals and groups interested in our organisation and in its products or services,or interested in our values and the way we do business.
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