Digital Public Relations Channels

Paper Summary:

This paper examines the significance of search engine optimization (SEO), Really Simple Syndication (RSS) and social communication networks. It focuses on how they have impacted public relations (PR). The paper discusses the opportunities, limitations and concerns raised regarding SEO, RSS and social communication networks in contemporary PR practice.

Table of Contents:
Introduction
Background
Relevance to the Marketing Mix and Strategies
PR Perspectives, Theory and Applications
SEO
RSS
Social Networking
Implications to PR
Conclusion

From the Paper:

"As more people are given the capacity to interact and communicate with PR initiatives, there is greater opportunity to develop positive audience relationships. In a study conducted by Jackson and Lilleker (2004), they believe that the opportunity for direct interaction with targeted audiences provides not only the increasing the efficiency of PR initiatives but also the opportunities for feedback and ultimately developing a positive relationship. However, this also requires the development of new competencies and re-engineering current strategies. And since the use of internet-related technologies has not been direct in PR, there is a need to critically evaluate how SEO, RSS and personal networking really do impact developing perspectives in PR. The implication is that though SEO, RSS and social networking have been recognized for their potential to PR practice, even used as basis for the operation of these systems, it has still not been fully realized and limited effort has been done to do so."

Sample of Sources Used:

• Christ, Paul (2007). Internet Technologies Are Changing Public Relations. KnowThis.com, August 31. Available from <http://www.knowthis.com/info-blog/2007/08/31/internet-technologies-are-changing-public-relations/> Accessed August 10, 2008.
• Curtin, P. A. and Gaither, T. K. (2008). International Public Relations Ethics: A Cross-Disciplinary Approach to the Challenges of Globalization, Identity, and Power, Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online. Available from <http://www.allacademic.com/meta/p92957_index.html> Accessed August 10, 2008.
• Fall, Lisa T. (2004). The increasing role of public relations as a crisis management function: An empirical examination of communication restrategising efforts among destination organisation managers in the wake of 11th September, 2001. Journal of Vacation Marketing, 10: 238 - 252.
• Festa, Paul (2003). Dispute exposes bitter power struggle behind Web logs. News.cnet.com, August 4. Available from <http://news.cnet.com/Battle-of-the-blog/2009-1032_3-5059006.html> Accessed August 10, 2008.
• Goodman, Andrew (2007). Search Engine Showdown: Black hats vs. White hats at SES. SearchEngineWatch, May 9. Available from <http://searchenginewatch.com/showPage.html?page=3483941> Accessed August 10, 2008.

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