CHAPTER 13: THE INTERNET AND SOCIAL MEDIA
OBJECTIVES
After reading this chapter students should be able to:
1. Understand why the Internet is a communication revolution.
2. Organize and design an effective website.
3. Be familiar with the mechanics of doing a webcast.
4. Use social media and networking as public relations tactics.
5. Understand the rapid growth and potential of mobile-enabled content.
SUGGESTED PROJECTS AND DISCUSSION
This chapter summarizes the most current developments in communications technology
and how public relations can utilize the new techniques. By organizing such information
into one chapter, it is hoped that special emphasis and focus are given to these new
technologies.
1. Have students respond to the following scenario by suggesting technology
communication:
We Care Hospital is deeply involved in health education as part of its approach to
preventative care for the regional community. In the past, the hospital has distributed
leaflets/brochures about various diseases and conducted seminars on such topics as how to
stop smoking, the importance of physical fitness, how to detect cancer, and keeping your
child healthy in the summer months. We Care Hospital can now use new technologies to
expand its health education efforts. Outline ways in which the hospital could use
technologies like the Internet, e- mails, DVDs, podcasts, blogs, mobile-enabled content,
and satellite systems to disseminate health-care information to the community.
2. Ask students to visit the pressrooms of several different websites. Discuss the
organization of most online pressrooms and the type of material that is made
available through an online pressroom.
3. If university facilities are available, organize a teleconference or webconference for
the classroom. The guest could be a public relations professional in another state
who would give a talk to the students. The arrangement should include a two-way
interactive hook-up (usually through telephone lines), so that students can ask
questions. This tactic will allow students to experience online communication to see
how it differs from face-to–face conferencing.
4. Students need to understand the influence that blogs now have on the public
relations profession. Have students find at least one blog that they enjoy reading on
a consistent basis and encourage students to post comments on the blog when there
is a post of interest. In addition, it may be interesting for students to follow the
coverage of a current issue in the blogosphere in order to understand how blogs can
influence the media agenda.
5. Students should know about applications of database research for public relations.
6. A good case problem is to have students research promotion and product publicity
angles for a European company that wants to market bottled water in the United
States. The product is similar to the successful French import, Perrier. Using
databases in the university library, students should research the market for bottled
water from the standpoint of: 1) trends in U.S. consumption; 2) the demographics of
what audiences purchase bottled water; and 3) present market and promotion
strategies being used by competing bottled water companies. On the basis of such
research, students should be able to make intelligent recommendations for the
promotion and marketing of this new entry into the market.
7. Divide the class into teams of three and have them research emerging mobile
technologies utilized by public relations professionals in your local or nearby
PRSSA chapter. This could be accomplished by visiting the chapter’s website,
looking up members and contacting them via phone, or e-mail. Team members
should then sign up for their own accounts on at least one of the technology
providers and try it for two weeks, posting blog entries, “tweets” or postings
regarding class activities. At the end of the two weeks, have the students present
their findings in 10-minute reports to the class, with demonstrations of their chosen
technology.
8. Discuss the problems presented in a formal meeting/testing environment because of
the availability of text messaging and other amenities of a cell phone or personal
digital assistant. Include the ethical and legal consequences associated with these
new technologies in your discussion.
CASE ACTIVITY: A SOCIAL MEDIA CAMPAIGN FOR YOGURT
Considering that the public relations agency staff believes that social media will generate
new markets for Happy Valley Yogurt, this campaign must begin with demographic
research of the new target publics. Students should examine factors including purchasing
patterns, work routines, and social media habits, among others. In addition, agency
members should consider that dairy products such as yogurt may be considered a generic or
parity product by consumers, and that it will need to be revved up with a more “happening”
image that is relevant to the new target market. To begin, the agency might enlist the help
of enthusiastic consumers from the target group who are willing to initiate blogs, or
Myspace or Facebook pages showing how Happy Valley Yogurt has helped make their
lives more fun or interesting. New product uses or recipes would always be welcome.
These ideas could be expanded upon through YouTube, Flickr and Twitter. For example,
brief videos or “tweets” could highlight new ways to make meals, invent recipes, host
events, or make life easier – all with help from Happy Valley Yogurt. Throughout, students
need to be reminded that the idea is to create user-generated content and “buzz” that
reverberates across social media channels.
ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION
1. In what ways has the Internet completely revolutionized a media system that goes
back to Gutenberg in the 1400s?
2. What are some statistics that show how pervasive the Internet has become in
today’s global society?
3. What are some characteristics of the Web that make it possible for public relations
people to do a better job of distributing information?
4. Why is it important for an organization to have a website?
5. One example of Web interactivity is the “pull” and “push” concepts. What’s the
difference between the two terms?
6. What is the difference between a podcast and a webcast?
7. What’s the difference between an organizations website and a blog written by the
CEO or an employee?
8. How can an organization use Facebook as part of its public relations strategy?
9. What’s the difference between texting a message and sending a tweet?
10. LinkedIn is the social network for finding a job and making professional contacts.
11. Organizations now have their own YouTube channels. Visit three sites and write a
critique of what you found in terms of content. What grade would you give the
channel?
12. What are the major differences between Instagram and Pinterest? Which site do
you think would have the best value in a public relations campaign for a cookie
company?
13. Apps are designed for use on smartphones and mobile-enabled devices. What kind
of app would you develop for a cookie company?
(2) provide content than empowers the user to interact with the app, and (3) publicize the
app through social networking and mainstream media.
14. What is a QR code? Give an example of how you would use one in a public