TWITTER and PUBLIC RELATIONS – PR 2.0
By
VIKRAM KARVE
TWITTER
Twitter is highly
effective in disseminating news almost instantaneously.
Twitter’s easy
accessibility has made it everyone’s personal newswire.
Twitter is interactive.
Since it provides an
interactive experience, Twitter is Web 2.0.
This means that twitter
focuses on user collaboration and facilitates sharing of user-generated content
by the means of “re-tweeting”.
Owing to the enormous
world-wide reach, high speed and vast synergy of Twitter, if you put a news
item or news link on twitter, it can go viral within seconds by re-tweeting and
become “trending news”.
Users can add their own
comments, content, pictures, videos and internet links and thereby add value
and credibility by interpretation and analysis.
Twitter has enabled
everyone to become a “citizen journalist”.
You can write a news report
on your blog and post the link on Twitter, or tweet a news item you have read
on the internet with a clickable link, or you can instantaneously tweet a
news-picture you have clicked or write a caption or a news item.
Twitter has trending
topics, which can define and prioritize news and establish news trends for the
Main Stream Media (MSM) to follow.
Today, because of its
sheer mass of information, Twitter has the power to drive the Main Stream
Media.
The fantastic speed of dissemination of news on the internet ensures that “Breaking News” first happens Twitter much before TV News Channels.
Twitter leads, other media follows.
Twitter has thwarted
attempts by the Main Stream Media to suppress, “censor”, ignore, downplay,
whitewash, manipulate or misreport news.
In many cases, efforts to
present news in a biased distorted or skewed manner have been exposed owing to
the first-hand reporting of news on Twitter by citizens.
Main Stream Media cannot
afford to ignore Twitter unless it wants to be isolated and lose credibility.
The huge presence of
Journalists, Electronic and Print Media Organizations on Twitter bears
testimony to the relevance, importance and power of Twitter.
Owing to its instantaneous
speed and tremendous reach, Twitter has a huge power to affect your reputation
in a split second with devastating effect.
Therefore, in order to
ensure good reputation management and effective public relations, organizations
cannot afford to ignore Twitter
PUBLIC RELATIONS – PR 1.0 and
PR 2.0
Traditional “first
generation” unidirectional Public Relations (PR 1.0) is hopelessly outmoded to
cope up with Web 2.0 Technologies like Twitter.
In order to meet the
challenges of Web 2.0, what we now need is “second generation” bidirectional
interactive Public Relations or PR 2.0.
In the same way as Web 2.0
has “democratised” the Information Management, PR 2.0 will “democratise” Public
Relations.
Traditional
“unidirectional” methods of PR 1.0 like the impersonal Press Release and the
formal Media Briefing will have to be supplemented by online PR Techniques like
Twitter Media Release (TMR).
TMR is a “press release”
posted on Twitter, tweeted in such a succinct and appealing way that it will
enhance the likelihood of the content being “re-tweeted” extensively thereby
facilitating widespread dissemination in a speedy effective manner.
In “unidirectional” PR 1.0
your job ends when the Press Release is issued or the Press Briefing is
concluded.
In PR 2.0 your job begins
the moment you “tweet” your TMR (Twitter Media Release).
You have to be alert and
constantly monitor the progress of your TMR (by observing retweets and
messages) and ensure effective interaction by quick response to comments,
feedback and related news.
Speed of “publication” is
most essential when it comes to news and Twitter is fastest and most
synergistic way of disseminating news.
Today’s world of
information technology driven “digital PR” has created an inescapable need for
PR 2.0 in order to deal with Web 2.0 Social Media Platforms comprising various
internet based online social networking tools like Facebook, Twitter, Blogs,
LinkedIn, Google, Wikis etc.
Of all these Social Media
Platforms, as far as News Dissemination and Management is concerned, Twitter is
the most potent and effective.
Most Organizations,
including the Main Stream Media, have taken cognisance of the importance of PR
2.0 and you can see their increasing presence on Twitter and other Social Media
Platforms like Blogs, Facebook and LinkedIn.
PR 1.0 was one-dimensional
Public Relations.
The role of the
traditional PR 1.0 was to disseminate information to various people in order to
achieve publicity.
PR 2.0 is interactive
Public Relations.
PR 2.0 recognizes the
power of the people.
The focus of PR 2.0 is to
engage with the users and stakeholders, to interact and connect with people, in
order to achieve Synergistic Public Relations.
VIKRAM KARVE
Copyright © Vikram Karve 2013
Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work.
© vikram karve., all rights reserved.
Copyright © Vikram Karve 2013
Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work.
© vikram karve., all rights reserved.
NB:
No part of this Blog may be reproduced or utilized in any form or by any means, electronic or mechanical including photocopying or by any information storage and retrieval system, without permission in writing from the Blog Author Vikram Karve who holds the copyright.
Copyright © Vikram Karve 2013. All Rights Reserved
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About Vikram Karve
A creative person with a zest for life, Vikram Karve is a retired Naval Officer turned full time writer and blogger. Educated at IIT Delhi, IIT (BHU) Varanasi, The Lawrence School Lovedale and Bishops School Pune, Vikram has published two books: COCKTAIL a collection of fiction short stories about relationships (2011) and APPETITE FOR A STROLL a book of Foodie Adventures (2008) and is currently working on his novel and a book of vignettes and an anthology of short fiction. An avid blogger, he has written a number of fiction short stories and creative non-fiction articles on a variety of topics including food, travel, philosophy, academics, technology, management, health, pet parenting, teaching stories and self help in magazines and published a large number of professional and academic research papers in journals and edited in-house journals and magazines for many years, before the advent of blogging. Vikram has taught at a University as a Professor for 15 years and now teaches as a visiting faculty and devotes most of his time to creative writing and blogging. Vikram Karve lives in Pune India with his family and muse - his pet dog Sherry with whom he takes long walks thinking creative thoughts.
Vikram Karve Academic and Creative Writing Journal: http://karvediat.blogspot.com
Professional Profile Vikram Karve: http://www.linkedin.com/in/karve
Vikram Karve Facebook Page: https://www.facebook.com/vikramkarve
Vikram Karve Creative Writing Blog: http://vikramkarve.sulekha.com/blog/posts.htm
Email: vikramwamankarve@gmail.com
If your are a Foodie you will like my book of Food Adventures APPETITE FOR A STROLL. Do order a copy from FLIPKART:
http://www.flipkart.com/appetite-stroll-vikram-karve/8190690094-gw23f9
About Vikram Karve
A creative person with a zest for life, Vikram Karve is a retired Naval Officer turned full time writer and blogger. Educated at IIT Delhi, IIT (BHU) Varanasi, The Lawrence School Lovedale and Bishops School Pune, Vikram has published two books: COCKTAIL a collection of fiction short stories about relationships (2011) and APPETITE FOR A STROLL a book of Foodie Adventures (2008) and is currently working on his novel and a book of vignettes and an anthology of short fiction. An avid blogger, he has written a number of fiction short stories and creative non-fiction articles on a variety of topics including food, travel, philosophy, academics, technology, management, health, pet parenting, teaching stories and self help in magazines and published a large number of professional and academic research papers in journals and edited in-house journals and magazines for many years, before the advent of blogging. Vikram has taught at a University as a Professor for 15 years and now teaches as a visiting faculty and devotes most of his time to creative writing and blogging. Vikram Karve lives in Pune India with his family and muse - his pet dog Sherry with whom he takes long walks thinking creative thoughts.
Vikram Karve Academic and Creative Writing Journal: http://karvediat.blogspot.com
Professional Profile Vikram Karve: http://www.linkedin.com/in/karve
Vikram Karve Facebook Page: https://www.facebook.com/vikramkarve
Vikram Karve Creative Writing Blog: http://vikramkarve.sulekha.com/blog/posts.htm
Email: vikramwamankarve@gmail.com
Twitter: @vikramkarve
© vikram karve., all rights reserved.
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