The new media pose new challenges to the PR and PR managers.

The Web 2.0 is changing the public relations. Companies today against target groups for the Twitter and blogging are so obvious as the use of telephone and e-mail. The new media of Web 2.0 are forcing companies in the communications one-way streets in direct dialogue with the target groups. The Internet brings publicity to the public. Also, the information behavior has changed. The mature citizens of the Web 2.0 media are tired of constantly interrupted by advertising messages and to be disturbed. Rather, they are looking for factual information, answer their questions and solve their problems. Of the companies on the Internet, customers expect honest and transparent information and open dialogue.

So are the new media entirely new demands on the PR departments and PR agencies. Still, the PR in the Web 2.0 only an important addition to the classical PR. But the media usage is changing rapidly and thus the importance of online media over traditional media is growing increasingly. Already in 2009 overtook the Internet for the first time the print media as an important source for obtaining information.

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Bloggers and Influencers new media as a mediator

Direct contact with the media plays an important role in the Internet, but even here there are far-reaching changes. With the growing importance of online media, new media intermediaries come into play. In addition to the classical writers, it is primarily bloggers, moderators of Internet forums and influencers in the online communities that have emerged as important mouthpieces of the public. But the information needs of the new media intermediaries are different from the traditional media. Blogs are very personal, rich communications forums. When dealing with bloggers should also have a personal dialogue. Bloggers expect, especially information that is tailored to the specific contents of the blog and media conditions. The same applies to the so-called influencers, opinion leaders in forums and communities. For dealing with a particularly pronounced influence sensitivity is required. If opinion leaders get the impression of being misused for PR purposes, may soon have the opposite effect.

Altered targeting requires new skills

The most important change in the PR in the Web 2.0 in comparison with traditional PR is the change to direct communication with the customer. The corporate communication on the Internet no longer takes place solely through the press and media agency but directly between companies and target groups. Due to this new targeting for online PR have a basic understanding of search engine optimization as well as close cooperation with marketing and sales is important. The joint production and communication of target group-oriented content, taking into account aspects of SEO and social media needs is a key issue for both the marketing and PR for the managers. PR professionals should also bring in dealing with social media a strong social skills.

New Publication way for PR posts

With Web 2.0 many new media for the publication of promotional content are created. PR professionals have with the multitude of new communications media are a great choice to bring their PR information into the public spotlight. News sites, blogs, RSS, microblogging services, media and social communities are central to the publication of online PR information. Press releases Press accessed via portals not only media relations, but potential customers and potential customers directly. Due to the high relevance of search engines portals press the press releases are visible in a short time for a variety of readers.

The generation of RSS feeds is also an important task in order to bring the news directly to the computer screen of customers and prospects. In addition, the PR information via social networking sites like Facebook and microblogging services like Twitter to communicate. The wide range of affordable publishing opportunities is therefore a great opportunity to benefit from an extensive online presence and should be used by PR professionals intensively.