Friday, May 10, 2013




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


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.

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. 

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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.

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