Changes: New PR model and Measurement (Ashleigh Smith)

Wilcox & Cameron (2009) questions “PRP’s need to re-examine their traditional approaches to the practice and think about media broadly and strategically. What media best meet a program's objectives? How can media be combined to enhance program effectiveness? What media are most efficient to reach key audience?” These are important questions that we all must ask and are constantly facing to ensure the success of a program/campaign. Previous posts have mentioned the growth of the internet, statistics of usage which notes how our world is changing. PRechnology (2009) comments that newspapers and magazines used to be the gatekeepers of publicity for companies, now social media and social networking is changing all that. With this old PR models and thoughts need to be ‘refreshed’ too.

An updated “unofficial” version of the 1984 Grunig and Hunt Model of Communication has been created. Phillips (2009) states that it was time to extend the debate and examine some of the practical applications of social media that Modern PR opens up. Click image below to enlarge.

This model supports our teams’ collective decision of social media PR as a Two-Way symmetrical flow, also creates more trust than any other means through open communication and public interactions (aided by twitter, blogs etc). However, implications from this model suggest cost (web design, hosting, and production) and control (loss of; as previously mentioned in posts). Phillips (2009) also mentions that companies are guiding themselves to Two-Way symmetrical models to achieve growth and corporate sustainability. Please note: James Grunig actually commented on this blog, saying he was going to refer to this model for a presentation for PRIA!

Cain-Miller’s (2009) article interviewed Brian Solis and he mentions that in the new world of social media, PRP’s must know hundreds of writers, bloggers, and Twitter users instead of having six top reporters on speed dial. The article brings to light three new changes in PR.

1. The people with the most influence are not always who you expect (e.g. a journalist VS. A popular blogger when it comes to publicity) Perez Hilton comes to my mind in terms of celebrities...
2. Social Networking is essential to the new PR. (A web of connections to influential people)
3. Power users on social media platforms such as Twitter must be reckoned with and utilized.

Along with, to succeed in the future of PR, success only comes when measuring a variety of business goals and metrics and to involve evaluation. Maltoni (2010) mentions measurement is an integral part of the PR process. Measuring ROI on communications is viewed as an achievable goal by the overwhelming majority of professional communicators. These days, PRP’s are beginning to measure success by the impact of their media coverage in shifting opinions, awareness or moving markets rather than where their material is placed in the media. This is perhaps a result from social media.

Maltoni (2010) further explains what needs to be measured. These include “exposure to content and message”, “engagement with publics”, “influence on perceptions and attitudes” and “action resulted from the PR/Social media effort”. Without measuring effectiveness of PR campaigns, how do PRP’s know what they are doing is correct. Due to this world changing and therefore PR changing, measurements need to be examined to see what works and how PRP’s can master social media and its dominant inclusion with PR today.

-Ashleigh Smith

References

Cain-Miller, C. (2009). ‘Spinning the Web: P.R in Silicon Valley’ in The New York Times. Retrieved online 14 April, 2010 from, http://www.nytimes.com/2009/07/05/business/05pr.html?_r=2&pagewanted=1&sq=spinning%20the%20web&st=cse&scp=1

Maltoni, V. (2010). Putting the Public back in PR Measurement. Retrieved online 15 April, 2010 from, http://www.conversationagent.com/2010/02/putting-the-public-back-in-pr-measurement.html

Phillips, D. (2009). Visualising Social Media from a Grunigian Perspective. Retrieved online, 15 April, 2010 from http://publicsphere.typepad.com/mediations/public_relations/

PRechnology. (2009). The Changing Role of Public Relations: Community Cultivation. Retrieved online 14 April, 2010 from, http://www.prechnology.com/blog/the-changing-role-of-public-relations-community-cultivation/

Wilcox, D. L., & Cameron, G. T. (2009). Communications. In Public relations: strategies and tactics (9th ed., pp. 170-192). Boston: Person/Allyn and Bacon.