Public Relations 2.0

Call it the next generation Internet or Web 2.0, either way the days of static one-way websites are long gone. The blogosphere, user-defined news feeds and social networking portals such as YouTube, Facebook and Second Life allow users unfettered creativity, self-expression and self-indulgence.

Within the roiling cacophony of cyberspace, a handful of insightful blogging writers, photographers and videographers have redefined information flow, carving out the culture of social media. This social media, in turn has redefined the industry of public relations.

“Social media is not about technology and websites. It is about people and how to connect and share with each other,” said Eli Singer, the social media director for Cundari, an advertising and communications firm, in a web-seminar or “webinar” to Royal Roads University communications staff, students and faculty May 15.

“We have got to view the web as a tool for storytelling” Singer said. “It’s all about conversation, but conversation that has value with content and experiences. It’s about creating content that is meaningful and relevant.”

Information no longer just flows downstream from institution to news media to a passive audience. Credible blogging and networking sites, Singer says, influence institutions and the traditional news media in a kind of looping pinwheel of feedback and information.

Singer presented two case studies on the influence of social media on advertising and generating a social buzz: The Ontario Art Gallery’s Frank Gehry, Andy Warhol and Ansel Adams exhibits; and the World Wildlife Foundation’s global warming media campaign, both from 2006.

The art gallery and the WWF, in essence, treated key members of the blogging community as legitimate news media. Photo-bloggers explored Frank Gehry architecture models alongside newspaper photojournalists. Images and commentary were uploaded in real time. For Ansel Adams, 50 top photo-bloggers had a sneak preview and a panel discussion with a photo professor and a Globe and Mail photographer. The gallery had video-bloggers interview noted director David Cronenberg, who co-curator the Andy Warhol exhibit.

Subsequent blogger postings and user commentary sparked immediate engagement with the art gallery, Singer said. Internet buzz and word of mouth counted for more than half the visits. Newspapers barely registered at about five per cent.

The World Wildlife Fund campaign, along with radio, TV and print media, used a one-day public event — filling a city square with 3,000 black balloons representing the average carbon dioxide output per day in Toronto — to kick off its social media campaign.

Singer said the event had limited space and time, but the story was extended using the web. Videos and photos hit Flickr and YouTube almost immediately. “All the coverage was remarkably on message. The balloons resonated with people.”

Singer acknowledged that some bloggers could have malicious motivations or little quality control, relative to traditional news media. Keeping bloggers “on message” in some type of overt way is nearly impossible, he said.

“The notion of controlling what (bloggers) say is an illusion. You can’t control what people write,” Singer said. “It’s important to treat bloggers as people. Given complete access, given a personal relationship, the likelihood of slamming you is a lot lower.”

Royal Roads University
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