CO 350: Contemporary Perspectives in Public Relations: Blog Post 12:PR Wired “PR 2.0:” Theory and Practice

Solis, “PR 2.0” (mycampus link)

1. How did PR lose it’s way?

Answer: Public relations lost its way when it created standard to make possibly make it one of the most respected professions in within businesses, but public relations lost its way thanks to the help of the Internet.  The Internet helped public relations to lose it’s way because it exposed the profession online with mistakes and holes in the infrastructure of the profession.  The way of old public relations could not fit within this new infrastructure, which in turn gave a bad light to the profession.  So the news of a revolution within the profession is starting to help it find the right path again to becoming a respectable industry.

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

Answer: According to Solis, public relations 2.0 is the new age of the public relations profession that was the influence of multimedia and the Web on the ways of marketing communications and public relations; at the same time, the Web and multimedia developed gave organizations and the profession of public relations a new set of platforms to communicate directly with people just outside the structure of the organization.  In other words, these new tools would be used to communicate with publics and stakeholders of the industry, as well as gaining new publics for the organization.  PR 2.0 deals with the idea that communication is not just one way anymore, and that organizations need two-way communication in order to have successful communication between an organization and its publics.

3. Explain these two items:

a.  “interactivity of the web”

Answer: When Solis refers to “interactivity of the web,” Solis is referring to the fact of the web being customizing to individuals on the Internet.  Websites and search engines are using the browsing history of individuals to customize for advertising on different web pages.  This brings a more personable feeling to the person browsing on the web.  The internet is a lot more than web pages anymore; web users can have different social media platforms interacting with each other to make it easier for the user.  For example, a person can interact on both Twitter and Facebook from just the Facebook account, especially with the tool that links both accounts.

b.  “rise of democratized content”

Answer: The rise of democratized content refers to the freedom an web user has when browsing on the Internet.  For example, different organizations on their website now offer personal customization of what advertisements they want to see when watching or playing different media.  The internet is becoming more about freedom of choice, letting the audience control what the audience wants to see when having an experience on the web. 

 4.  how did “the Web change everything”

Answer: The Web changed everything because it gave organizations and their communication allies another platform to reach their publics on, besides the usually television, radio, and visual advertisements.  Organizations could now use a new platform to get their message to their publics at a higher rate of speed; a consumer could also the Web as a way to get information, without being skewed, directly to their publics. The Web gave the profession of public relations something to use, something it did not really know how to use. 

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

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

Answer: According to Breakenridge, there are eight social roles that are new to public relations 2.0.  Those social roles are: policymaker, internal collaboration generator, crisis prevention doctor, communications technology tester, reputation task force member, organizer of the communications process, relationship analyzer and master of the metrics.  When talking about the role of policymaker, public relations professionals must put together social media policies to help give boundaries to what external and internal stakeholders can post on the social media platforms about the organization. The internal collaboration generator refers to the fact that the public relations department uses its strength in creating working parts between different internal departments to create social media messages and other messages that get out to the publics.  The crisis prevention doctor refers to the fact that public relations professionals are constantly building and tweaking plans in the event of a crisis, and training other departments to act in appropriate manners during a crisis.  The communications technology tester refers to the idea that public relations professionals should be the first ones to try out new platforms of communication, such as social media platforms.  The reputation task force member refers to the fact that the public relations professional must keep an constant eye on all communications platforms, and be constantly analyzing to keep the organizations reputation and “brand” intact for internal and external stakeholders.  The organizer of the communications process refers to the idea that a public relations professional must put into place an appropriate and functioning communication process for the internal side of an organization to stay on the same page.  The relationship analyzer refers to a public relations professional’s role in studying, researching and analyzing how the publics of an organization stay connected with the organization.  The master of the metrics refers to the idea of the evaluation of different strategies and tactics used by the public relations professional in order to better their position within the organization.


Grunig, “age of digitalization” (mycampus file)

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

Answer: Grunig does not want to admit, but says it is “unavoidable” and the web has changed everything in the profession of public relations.  The reason why Grunig believes these assertions is the way most practitioners use digital media in everything they do to practice the profession of public relations. Grunig also states that there are some who still use the digital media the same as the traditional media.  Grunig states that even with the digital media, and the way the web has changed most things, public relations practitioners must still use basic principles of public relations to continue helping the profession of public relations.

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

Answer: In research, Grunig does believe that audiences are not passive when it comes to mass media controlling the information they consume.  In fact, it can be seen as the mass media catering to the audience members.  The public relations professional’s role in the paradigm does not change because the public relations professionals are still using these platforms to get key messages out to their audience; so the audiences are passive only to the public relations professions within the organizations, an not the mass media sources passing along the information to these publics. 

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:

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

Answer: The basic idea of the chart is showing how most of the people who were asked this question agree somewhat that the emergence of social media and other media platforms has helped to communicate, especially with the handling of external communications.  The handling of internal communication as stayed the same; the reason being could be the existence of an internal communications platform that already works within the organization. 

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

Answer: There has been a change in the belief about whether social media has enhanced public relations as a profession.  The mean of the chart expresses a positive change from being in the middle to saying that yes, social media has enhanced the profession.  The numbers show a mean of 3.69 in 2008, increasing to a mean of 4.24 in 2012.  This chart shows that social media, in the minds of public relations professionals, has influenced change in the public relations profession. 

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

Answer: According to this chart, social networks have seen growth in being one of the more important platforms in helping communication efforts rising from a mean of 3.21 in 2009 to a mean of 4.27 in 2012.  Micro-blogging sites, such as Twitter have also seen an increase from 2009 to 2012, rising from 2.81 to 3.90.  Podcasts and message boards have seen a decrease from 2009 to 2012, while blogs, search engine marketing, and video sharing have seen fluctuation.

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

Answer: According to the chart, Facebook is the electronic communication tool being used the most by organizations with 54 percent of people using having frequent access in organizations.  The amount of access to Facebook has gone down since 2010; this reason might be the emergence of new social networks, such as Google+, Pinterest, and Foursquare, different social networks that did not exist before 2012