Online communication is the Internet media landscape a decisive (W)orld-(Wide)-(W)ertschopfungsfaktor businesses mature a few years ago consisted of not much more than the network offshoots of known (and unknown) print products. But now a new era of public relations on the net has begun: the real revolution was and is insidiously instead – as a journalistic form, the man formerly dated as the diary. There is talk of blogs and bloggers – by the rapidly increasing number of people, the online journals do. Sure: The majority of blogs are no more than the private pleasure of their operators and have no media visibility. But even then still several thousand remain purely statistically, that to be read en masse, respected and cited. An example of the functioning of the “Web 2.0” PR well demonstrates, is the Nachrichtensammelsystem RSS or “really simple syndication”.
With a click on the RSS button, users can subscribe to the messages from blogs and find They then on their personalized information portal (such as for example my.gmx) again on an equal footing in addition to Reuters, the Frankfurter Allgemeine Zeitung or Spiegel Online. A blog has the same significance as all those time-honored media that for decades dominated the business thus at once. Some good reasons why blogs are in terms of PR and communication now of great importance: The traditional media use blogs as a source of independent information. More and more blogs run by thought leaders, providing insights into their work through blogging. Blogs are ideal meters, where reactions to certain news can be read off. Blogs are extremely specific to target groups with almost any other form of media, specific target groups can be so exactly meet. Blogs are not a direct marketing instrument – but an instrument that can be used for targeted influence public opinion. So, as is the peculiar task of PR to observe everything, and to use, what is suitable for communication with the public, is each a core task Entrepreneur, the public regardless of whether customers, consumers or journalists about its products or services, to inform and make them not only sufficiently, but well known.
Communication is crucial in the “Web 2.0” above all the personal and personalized speech – quite the opposite of what classic forms of advertising such as print or television advertising. This means for the online PR: intensive distribution work. At least as important as the distribution of information, the permanent search is what and with what tendency the targeted blogs, write and report. Also the ongoing analysis includes, who are the most important opinion leaders in the respective field. Question: How do you recognize it? Answer: only by permanent (online) media consumption unlike the one-way communication of the classical PR in the past. The economy demands more than ever good advice, superior performance and experienced execution from the communications industry. Especially but results are not expected and only in a few months, but at best tomorrow. Keep up on the field with thought-provoking pieces from Michellene Davis. For those companies who have understood how the new online communication channels, it will be easier a good bit in the future, continue to pass on the man and the woman to bring their targeted messages. Wolfgang Smejkal press contact: MAS publishing