The Changing Scope of Public Relations

The Changing Scope of Public Relations

How Web 3.0 is challenging traditional methods of Public Relations

By: Emily Petrini

The goals of Public Relations today are the same: build relationships, leverage media, get the story out, shape perception. But with the rapidly changing internet and the beginning of Web 3.0, everything method of reaching these goals has changed. Traditional Public Relations meant, at its basic function, creating press releases for media outlets so that they may publish their organization's story. Relationships were made through face-to-face encounters, and agreements were sealed with the shake of a hand. Facebook, Twitter and Web 2.0 were the first to rock these traditional methods. Web 2.0 encompasses the change in internet usage where a majority of the information available was user-generated content. Blogs, tweets and Facebook posts allowed for close business to consumer relationships to be established without ever having to meet the consumers in person. Customer reviews and the ability to monitor site traffic gave companies all they needed to know about what products would be well perceived and what products seemed to be of no interest. Junior accounting major Jenn Leffler verifies this notion with her summary on social media marketing.

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Web 3.0

Currently upon us is the third phase of internet usage, coined by

Tim Berners-Lee, the creator of the World Wide Web, as Web 3.0. Web 3.0 describes our current situation of information overload due to the accessibility of user-generated content during Web 2.0. Companies can no longer submit a press release in one location on their website and receive the publicity they seek. Now, publics must be studied and understood more than ever before. PR professionals must know which outlet will reach their target market, and how their message must be tailored to fit that outlet appropriately. In essence, Web 3.0 means creating information so that specific markets will have a better chance of finding the information they're looking for. According to Cade Metz, writer for PC Mag, "The Semantic Web (Web 3.0) is a place where machines can read Web pages much as we humans read them, a place where search engines and software agents can better troll the Net and find what we're looking for."

Web 3.0 and Public Relations

The Internet's growing ability to sort through information has changed the way that PR professionals create information. Search Engine Optimization, one of the most important aspects of creating searchable information, must be tailored farther to use words that your publics would know and search for. Trends in you publics' online footprints must be closely watched to see what outlets they are using the most, and thus what outlets your company should be using the most. Pam Wilson, Marketing Executive at the Press of Atlantic City, discusses how Web 3.0 has influenced her business. 

Brett Safron, Senior Vice President of Business Development for Cision. says that Web 3.0 is “…going where the influencers are – whether it will be a traditional news source, a blog, a weekly Twitter hashtag gathering, a Facebook group or tomorrow’s Twitter/Facebook/delivery method.” Web 3.0 brings upon a new era of user generated content in mass quantity. Instead of simply creating information for publics to find, public relations professionals need to seek out the social media pages that are getting the most traffic. The creators of these pages, or the “influencers,” have the ability to market products better than any traditional method of advertising, and for virtually no cost. Modern public relations strategy for Web 3.0 involves knowing your publics enough to know which outlets influence them. For example, if you are targeting a product for college students, you may find more success marketing your product on an application like Instagram than you would if you were targeting to adults who may not be familiar with this outlet. In this Web Era, it is more important than ever for companies to have an in-depth knowledge of their publics and what their publics are interested in.

Innovation in Business

In order for businesses to remain competitive in this unsteady economy, it is crucial for public relations specialists to understand the implications of Web 3.0. Our society is immersed in an overload of information and user generated content. For this reason, companies must work to seek out the outlets that will be able to influence their publics best so that their message is not lost in the shuffle. It is also important for businesses to stay up to date with the rapidly changing world of social media. New outlets are created every day, and understanding how to use these outlets is essential to marketing your product effectively. Jamie Hoagland, Events and Promotions Manager at the Press of Atlantic City summarizes how her department has been forced to innovate. 

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Supervisor

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listen to ‘Jenn’ on Audioboo

The Changing Scope of Public Relations

The Changing Scope of Public Relations
How Web 3.0 is challenging traditional methods of Public Relations

The goals of Public Relations today are the same: build relationships, leverage media, get the story out, shape perception. But with the rapidly changing internet and the beginning of Web 3.0, everything method of reaching these goals has changed. Traditional Public Relations meant, at its basic function, creating press releases for media outlets so that they may publish their organization's story. Relationships were made through face-to-face encounters, and agreements were sealed with the shake of a hand. Facebook, Twitter and Web 2.0 were the first to rock these traditional methods. Web 2.0 encompasses the change in internet usage where a majority of the information available was user-generated content. Blogs, tweets and Facebook posts allowed for close business to consumer relationships to be established without ever having to meet the consumers in person. Customer reviews and the ability to monitor site traffic gave companies all they needed to know about what products would be well perceived and what products seemed to be of no interest.

Currently upon us is the third phase of internet usage, coined as Web 3.0. Web 3.0 describes our current situation of information overload due to the accessibility of user-generated content during Web 2.0. Companies can no longer submit a press release in one location on their website and receive the publicity they seek. Now, publics must be studied and understood more than ever before. PR professionals must know which outlet will reach their target market, and how their message must be tailored to fit that outlet appropriately. In essence, Web 3.0 means creating information so that specific markets will have a better chance of finding the information they're looking for. According to Cade Metz, writer for PC Mag, "The Semantic Web (Web 3.0) is a place where machines can read Web pages much as we humans read them, a place where search engines and software agents can better troll the Net and find what we're looking for. "

The internet's growing ability to sort through information means a lot for how PR professionals are changing the way they create information. Search Engine Optimization, one of the most important aspects of creating searchable information, must be tailored farther to use words that your publics would know and search for. Trends in you publics' online footprints must be closely watched to see what outlets they are using the most, and thus what outlets your company should be using the most. 

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Technology's Inevitable Role in Political Campaigns

The digital divide and participation gaps argued in Guidry’s analysis go hand-in-hand, existing because the other exists. Because gaining information through the Internet and completing assignments on the computer are essential to most work seen today, those who don’t have access to these technologies will naturally fall behind the others. The people who have fallen behind and are unable to contribute to the conversation create what we call a participation gap.  It will be impossible to gauge peoples’ levels of involvement until lack of participation can no longer be blamed on lacking the technological resources needed to participate.

What I found interesting about Guidry’s study was his finding that people “who come from backgrounds where they had less access to the Internet use and view it differently compared to those with significant or unlimited access.” In my article “Mobile Politics and the General Election,” research found that although 88 percent of registered voters said they had cell phones, only 27 percent reported that they have used their phones in this election campaign to keep up with news related to the election. While I think that this finding can partly be attributed to media’s awareness of the digital divide, and their making other traditional methods of participating in the election available, I think that the finding is mostly a result of Guildry’s assessment on how people use the technology they have access to. In the realm of things a computer and smart phone are capable of doing, using these technologies to participate in the election is only a one aspect. Only those who are comfortable using these technologies AND have interest in following the campaign will take advantage of them during the campaign.

Within the topic of technology use during political campaigns, I think it will take longer for the general population to report higher percentage of usage then in areas like gaming, music streaming or video chat. Not only will people have to first have access to technology and be comfortable enough using the apps and services giving information about the campaign, but people will have to care about politics enough to seek out the services that provide applications in this area of discussion.

 Political efficacy in our country is another discussion in itself. But once the trend of using applications, twitter and other technological resources during the election catches on, it will prove as an incredibly useful tool in connecting the public with the candidates. As I follow this election, I have found Twitter to be extremely useful in hearing prominent peoples’ opinions on what is going on. During the debates, tweets from news anchors, comedians, the candidates themselves and everyone in between come streaming in with their live opinions on what was just said or done. Another statistic I could relate to in the Pew Research was that, like myself, 35 percent of smart phone owners use their phones to look up whether something they just heard about a candidate or the campaign in general was true. Easy access to this kind of information will help keep candidates honest, and ensure that the most accurate information is being presented to the public.

Japanese Entertainment

Japanese Entertainment: Emily Petrini

Japanese entertainment, once reliant on the products of western society, has begun to define them self and create an internal identity within the industry. After conducting research on Japanese entertainment, some general trends became exposed. Among the most popular trends in their mainstream entertainment are anime and manga, video games and their Japanese consuls, traditional performances like kabuki, and Japanese popular music called “J-Pop.”

Anime (Japanese for “animated film) and manga (Japanese for “printed cartoon”) are a style of art specific to Japanese culture. A major difference between manga and anime and typical American cartoons is that they are designed for all age groups, not just kids. Also, the characters are usually the vision of a particular cartoonist, not the stereotypical super hero figures commonly seen in American cartons. This makes each cartoon’s story line inherently unique.

Video games are a huge part of Japan’s mainstream entertainment because two of the gaming industry’s biggest producers, Nintendo and Sony, are native to Japan. These two companies alone, producing items like the Wii and the Playstation, have generated worldwide success for the county’s gaming industry and entertainment industry as a whole.

Kabuki, while not modern in its origins, is a Japanese drama characterized by elaborate costuming, rhythmic dialogue, stylized acting and the performance of both male and female roles by male actors . Although kabuki is said to have started in the early 17^th Century, it is still a popular and well-enjoyed art form in mainstream Japanese entertainment.

Jpop is a term referring to Japanese pop music. Unlike the others, Jpop is heavily influenced by western pop music. Jpop is used to describe many genres of music, including dance, pop, jazz, rock and soul. This style of music is defined by its exemption from traditional Japanese music that only used instruments to perform classical music and military marches.

The Japanese entertainment industry, like that of the United States, is a commercial entity that operates on the principle of open public access. The majority of the facilities in this sector are privately owned and operated, with minimal interaction with the Federal government and other regulatory entities. Having an entertainment industry with limited government regulation creates the perfect environment for maximizing creativity, and expressing messages in a tactful and intellectual manner. Like the United States, Japan has many artists that depict war, government and other social issues through an artistic outlet. For example, Japanese artists such as Katsushika Hokusai (1760–1849) and Utagawa Hiroshige (1797–1858) were part of the “Feudal Era” of Japanese art. The “Feudal Era” depicted many incidents of the Sino-Japanese war of 1895. Many topics depicted in American art have similarly been expressed in the Japanese culture.

Apparent differences between the entertainment industry of Japan and the United States are the ages of their mainstream identities. Although Japan’s ancient history exceeds that of the United States, their identity as a commercial, pop entertainment industry is fairly new. Japanese entertainment was once heavily reliant on Western influences. American entertainment, however, has steadily been defined and redefined since its founding. Perhaps this phenomenon can be attributed to the vast array of cultures that make up what is now “American.” The conglomerate of music, dance and art from all of America’s people laid the groundwork for the combination of styles that make up our finalized and unique identity. While Japan has more recently begun to define themselves within the entertainment industry, a lot of their most popular entities still have their foundations in western ideals.

Another considerable difference between the entertainment industries of Japan and the United States is the current stability of each country’s markets. According to The Hollywood Reporter, Japan’s entertainment industry is finally on the up-swing after its one-year anniversary of natural disasters.  According to the article, “The domino disasters of the magnitude 9 earthquake, the devastating tsunami and nuclear accident at the Fukushima Dai-ichi Nuclear Power Plant hit the whole entertainments industry in the months after March 11.” TV stations lost millions of dollars in revenue during this time when regular programming and advertising was pulled for weeks and replaced by public service announcements. The box office also took a reported $325 million hit during this time period due to the lack of resources available for residents to spend money on entertainment. Japan’s entertainment business is attempting to recover from this disaster by expanding its market overseas. The United States has been fortunate enough to not have suffered severely from natural disaster in the recent years, so our entertainment business is arguably more stable then that of Japan.