Blog 12

CO 350

Spring, 13



BP  12 a & b


PR Wired

“PR 2.0:” Theory and Practice


  1. a.      Due Wednesday (tomorrow)

Solis, “PR 2.0” (mycampus link)

  1. How did PR lose it’s way?

PR lost its way by becoming synonymous for spin, bluff, BS, and deception.  The profession that should be regarded as an honest and effective strategic communication department quickly became something that was known for its distortion of the truth and deceptive portrayal of messages.


  1. In your own words, what is “PR 2.0”?

PR 2.0 is effective two-way symmetrical communication.  It is the process that should be the standard practice for public relations in which the organization listens to its publics and uses its feedback to conduct organizational practices and provide feedback in an honest and understandable manner.


  1. Explain these two items:
    1. “interactivity of the web”

The web has become a place where consumers can actively respond to companies and participate in what they are reading.  They can post videos, profiles, and contents and use them all at their own discretion.


  1. “rise of democratized content”

The content on the internet is being dictated by user popularity.  That means that users are choosing what they want to see. Advertisements are an example of this.  On the website, Hulu, users are asked after each advertisement whether those ads were relevant to them.  Say the commercials were for diapers.  I have no children, so I would say that those advertisements were not relevant to my experience.  They would use that feedback to further drive which commercials they send me.  This can be related to organizations and public relations.


  1. how did “the Web change everything”

The web changed the tools through which people communicated.  This does not mean that the practice has changed because two-way participatory communication is how PR should have been all along.  This has just changed the ways that companies partake in this practice.  


Breakenridge, “Eight social roles defined” (mycampus link)

  1. in your own words, summarize the 8 “social roles” that are new to PR 2.0

The policymaker—this person helps develops social media and communication policies for the company.  This person is also in charge of distributing these policies and communicating them with the rest of the organization.

Internal collaboration generator—This person selects the social media platforms for use and organizes it throughout all of the organization’s departments.  They make sure that the social media that is being used is in coordination between all the departments.

Crisis prevention doctor—This person plans and communicates the company’s crisis plan.  It works on preventing crisis and has an active plan of steps to take when a crisis does occur.  This is very essential in the age of viral videos where controversy spreads rapidly.  These people should be prepared for these crises.

Communications technology tester—the text give an example of PR practitioners being used in the testing of the launch of Google+  These people are essential to deciding the future of social media platforms that work for corporate communication as well as social communication.

Reputation task force manager—this person tracks a company’s online reputation quickly and constantly and provide rapid response to any negativity to shed a positive light on a corporation.

Organizer of the communications process—this person is responsible for making sure there is an effective communications process within the organization and that that process is known by other employees and faculty members.

Relationship analyzer—this person measures how a company relates to itself, its employees, and its publics.

Master of the metrics—this person is in charge of the research of the company.  They are in charge of conducting surveys and allowing for feedback from an organization’s publics.



  1. b.      Due Monday, April 29 (along with your papers)

Grunig, “age of digitalization” (mycampus file)

  1. p. 3:  Does Grunig believe that “the web changed everything”? Why or why not?

He does not believe that the web has changed everything when it comes to public relations.  He does believe that it has changed the tools by which practitioners practice public relations.  However, he believes that it does not change the theory behind the way that it should be practiced.


  1. pp.4-5: Does Grunig believe that audiences are passive, with mass media sources controlling the information they consume?

He does not believe that audiences are passive because in this day in age, customers can choose what they want and ignore what they want when it comes to media content.



Hanson & Wright, “Social Media Use in PR, 2006-2012” (mycampus link; scroll down to Vol 6, #4:)

For this reading, go straight to the charts at the end:

  1. p. 17, Table 1: summarize the basic idea that this chart is indicating

This chart shows an increase in agreement that social media is affecting the company’s internal and external communications.  This change is over time from 2006 to 2012.  This shows that with the continuing prevalence of social media is helping the way that company’s communicate.


  1. p. 17, Table 2: has there been a change in the belief about whether social media has enhanced PR? (cite numbers)

On a scale of 1 to 5, ranging in answers from 2008 to 2012, respondents believed that social media has enhanced PR.  In 2008, the mean response was 3.69 and in 2012 it was 4.24


  1. p. 21, table 12: what changes have occurred in what electronic communication tools are being used? Which is used most often?

Blogs, forums and podcasts have decreased since 2008.  That is not particularly surprising considering the rise of other forms of social media.  Social networks, microblogging websites, and video sharing have risen to the top prevalence.  These are sites such as Facebook, LinkedIn, Twitter, and Youtube.


  1. p. 24-25, table 15 What electronic communication tool is being used most? Has this changed from 2010?

Facebook is being used the most and this has not changed since 2010.  The second most often used is LinkedIn which has mildly changed since 2010.


Blog Post 11

CO 350

Spring, 13



BP  11


PR Wired

Context: the Internet Age


Garfield, The Chaos Scenario (mycampus link)

  1. p. 10 why are traditional media in a “stage of dire retrenchment”

The traditional media are in a dire stage of entrenchment “1) audience shrinkage with consequent advertiser defection

 2) obsolete methods — and unsustainable costs — of distribution and 3) competition

from every computer user in the whole wide world.”

  1. Why are the “days of Madison avenue dictating messages to you all but at an end”?

Networks and print media are losing mass audiences and corporations are starting to understand that they are paying millions of dollars to not reach the audience that advertising used to reach.  They will eventually quit funding these programs through advertisement.

  1. pp. 12- 14 how is the Lego corporation an example of the digital revolution

The Lego corporation introduced a new line of products called Mindstorm that were geared towards electronic and robotic bricks since toys were quickly gearing towards electronic toys in the market.  They changed their business model by cutting out obsolete toy minds to deal with the digitization at hand.

  1. p. 15 What does he mean by “listenomics”?

Listenomics is the era in which corporations establish relationships with their clients by increasingly listen to their ideas.  The era of social media and blogs allow for companies to communicate directly through customers to listen to their ideas and feedback and to make decisions based on that knowledge.

  1. p. 16+ Why doesn’t the word “audience” quite make sense anymore?

The audience is there, it is just not necessarily listening to the company.  It is listening to itself and author audience members talk about the company.  To illustrate this, the text uses the example of “New Coke.”  Coca-Cola had gone through numerous blind taste tests to discover which new recipe would be the best direction for a sweeter Coca-Cola formula.   Once the product launched however, it was wildly unsuccessful because consumers didn’t want the original recipe to be changed.  The company was not listening to its audience, and now it is at the point where audiences are dictating what decisions the company makes.



Shirky, “Thinking the unthinkable” (mycampus link)

  1. What is the “unthinkable” about newspapers

The unthinkable problem was that users of online content would not be interested in micropayment for subscriptions.  They would also reject the advertisements of online content and ignore those advertisements even further than those in the newspapers and on television and that ad revenue for online content would drastically decline.  The newspaper would also be mass-distributed through piracy and even large lawsuits would not be enough of a preventative measure to stop the distribution of online content.


  1. What was the problem with all the plans hatched in the 1990s

The plans that were hatched in the 1990s did not foresee the unthinkable situation.  The only solutions to the problems that were given were putting up a “garden wall” to online content.  Subscribers would have to provide micropayments for content in order to receive it, but that problem did not account for the massive amounts of piracy and file-sharing that would take place regardless of litigation.  It also relied on the system of ad-based revenue and it did not account for the situation in which online advertisements were virtually ignored and internet advertisements did not bring in nearly the amount of revenue to cover the charge of the monthly bandwidth to operate.


  1. In what sense does Shirky believe we are living in a revolution

We are living in a revolution because in a normal time period, those who comment on the world as they see it are seen as the pragmatists while those envision a vastly different future are known as the radicals.  In this time period, those “pragmatists” who are noticing the world as it is rapidly changing in the way that only radicals could predict are the realistic ones where the radicals are viewed as heroes for their views are not seeing the world in the digital and unthinkable age as it truly is.


  1. Is Shirky against journalism?

No, he believes that journalism is essential to society, however newspapers are not.  They would have to rethink their model at some point or another.

  1. speculate: given the traditional relationship between PR and the news media, how might this situation affect PR?


It would change how practitioners relate to the media entirety.  Rather than writing the formal press releases, they might need to make online content that has not even been invented yet.  I think this relates to the social media revolution that is upcoming.  Practitioners might have to rely solely on Youtube releases, Facebook and Twitter updates, and the social media websites that have yet to be even brought to the forefront of the internet.