Public Relations (PR)

Paper Summary:

This paper explains that public relations (PR) professionals are using new communication technologies, such as web casts, pod casts, RSS feeds, text messaging, video capabilities, blogs, Wikis, and other web mediated methods. The paper reviews the history and traditional tools of PR and then describes the orchestrated marketing and PR campaigns of artists and athletes, including Diego Armando Maradona and David Beckham. The paper further relates that these campaigns whave relied on integrated marketing communications (IMC) strategies and programs that sought to further these players' unique characters and value as athletes. The paper stresses the importance of Web 2.0 applications in building an IMC strategy. Two tables are included with the paper.

Table of Contents:
Introduction
Aim
Approach
Public Relations' Origins and Evolution
Strategies, Techniques and Tools Used in Early Public Relations
Internet Evolution Sets the Foundation for Social Networking
Models and Tools Used in New Public Relations Campaigns and Strategies
Public Relations and Social Networking
Social Networking and Transparency: Can't Have One without the Other
Figure: Web 2.0 Explained
Professional Artists and Athletes
Athletes' Use of PR
Maradona's PR Strategies
Summary
Appendix: Web 2.0 Applications

From the Paper:

"Both athletes and celebrities however are realizing that social networking gives them the chance to be much more interactive with their fans, in addition to being able to practice damage control if their lack of judgment gets them into problems. Consider the use of blogs by Brittany Spears, Lindsay Lohan and Paris Hilton, the bad-girl trio of the last two years. All of them owe the start of their careers to the successful execution of a series of IMC campaigns that were both driven by new album releases, and events including concerts."

Sample of Sources Used:

• Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (accessed April 3, 2008).
• Mary Cowlett (2000, January). Toeing the line of truth in spinworld. Marketing, 23-24. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 48129845).
• Von Johnson, Pierre Ollivier. (2007). The Technology Disruption Conundrum. Journal of American Academy of Business, Cambridge, 12(1), 215-221. Retrieved May 3, 2008, from ABI/INFORM Global database. (Document ID: 1288122001).
• Ava Lawler, Gabrielle Tourelle. (2002). Public relations: The integrated communication tool in the launch of a new software operating system -- A case study. Journal of Communication Management, 7(2), 156-159. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 264328051).
• Michael W. Muchmore (2006, December). New Ways to Get Music; Review: Web 2.0 is taking on the music industry, offering new ways for artists to get exposure. We look at three sites/services that put the power into the hands of the listeners. ExtremeTech.com,1. Retrieved May 3, 2008, from ABI/INFORM Trade & Industry database. (Document ID: 1252310471).

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