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.


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