This is my manuscript of a debate we had in class today. I was against the motion, but is it possible to agree? 
My contribution to this debate will show you that PR is not being left behind by the emergence of new media, but that is simply give PR practitioners new opportunities in communicating with its stakeholders.
My key points to demonstrate this to you is that because the web 2.0 is considered a social revolution it works as a platform for sharing information of all kinds.
And because interaction is an essential part of the digital revolution, it gives PR practitioners immediate access to information.
A survey conducted by the UK telecoms regulator Ofcom suggests that 70 % of 16 to 24 year olds have used some kind of social networking site. But this cannot be considered a threat. Yes, the user is in charge, and yes, it can be unfortunate that a bad reputation stays on the web, but the interaction the new media provides makes it favourable for PR. Now they can join the debate, and their voices will be heard.
David Phillips states in his book “Online Public Relations” that the digital revolution offers a relationship between individuals and the community that was not possible before. By using social media you appear accessible and transparent, key points to make you seem more trustworthy. The social media makes it possible to build a community around a brand.
An example of how this can be done was when the South- African Stormhoek Winery wanted to crack the British wine market. They launched a blog where the winery wrote about their wines and the customers discussed and shared experiences within the community the blog provided. The blog had 200 000 hits in a month, and there is no doubt that their successful launch in the competitive British wine market was due to the effective PR.
Secondly, if you think about what the Web 2.0 offers it gives immediate access to opinion makers, consumers and influencers. It also provides first hand access to information and knowledge on how opinions are made.
The web 2.0 makes PR practitioners more knowledgeable before they engage, which makes their decisions more strategic. The web offers information about the market, online monitoring on key topics, how opinions are shaped, as well as easy access to evaluation. This information will only help the PR practitioners in being more successful in their work.
So to sum up, I have showed you that because new media is a social revolution, PR practitioners are now able to join the debate and appear more trustworthy than before. Secondly, the web 2.0 offers the possibility to interact with opinion leaders and gain essential information about the market, which only can be considered beneficial.
And finally, when others are talking about you, don’t you think it’s better to join the conversation than to be left out of it?
My contribution to this debate will show you that PR is not being left behind by the emergence of new media, but that is simply give PR practitioners new opportunities in communicating with its stakeholders.
My key points to demonstrate this to you is that because the web 2.0 is considered a social revolution it works as a platform for sharing information of all kinds.
And because interaction is an essential part of the digital revolution, it gives PR practitioners immediate access to information.
A survey conducted by the UK telecoms regulator Ofcom suggests that 70 % of 16 to 24 year olds have used some kind of social networking site. But this cannot be considered a threat. Yes, the user is in charge, and yes, it can be unfortunate that a bad reputation stays on the web, but the interaction the new media provides makes it favourable for PR. Now they can join the debate, and their voices will be heard.
David Phillips states in his book “Online Public Relations” that the digital revolution offers a relationship between individuals and the community that was not possible before. By using social media you appear accessible and transparent, key points to make you seem more trustworthy. The social media makes it possible to build a community around a brand.
An example of how this can be done was when the South- African Stormhoek Winery wanted to crack the British wine market. They launched a blog where the winery wrote about their wines and the customers discussed and shared experiences within the community the blog provided. The blog had 200 000 hits in a month, and there is no doubt that their successful launch in the competitive British wine market was due to the effective PR.
Secondly, if you think about what the Web 2.0 offers it gives immediate access to opinion makers, consumers and influencers. It also provides first hand access to information and knowledge on how opinions are made.
The web 2.0 makes PR practitioners more knowledgeable before they engage, which makes their decisions more strategic. The web offers information about the market, online monitoring on key topics, how opinions are shaped, as well as easy access to evaluation. This information will only help the PR practitioners in being more successful in their work.
So to sum up, I have showed you that because new media is a social revolution, PR practitioners are now able to join the debate and appear more trustworthy than before. Secondly, the web 2.0 offers the possibility to interact with opinion leaders and gain essential information about the market, which only can be considered beneficial.
And finally, when others are talking about you, don’t you think it’s better to join the conversation than to be left out of it?
