PR Practitioners’ Key Questions On Social Media And Some Academic Contributions
Prof. Dr. Thomas Pleil Institute for Communication & Media
Euprera Spring Symposion 2011 Lisbon, March, 3-5
• Digital opportunity: What are European academics contributing to theory and practice? what are the challenges when synthesising an understanding of online into evolving
theoretical framings? knowledge transfer: what are the obstacles AND ways to integrating academic findings
into organisational practice? what are the key questions which practitioners wish academics to answer?
#The Call
Education: Online-PR as Area of Concentration
• Problem Based Learning • Learning by Teaching
#Background
Research: University of Applied Sciences • „Traditional Research“ • Participatory Action Research
• Researchers and participants work together to solve problems
• Workflow: Research, Action, Reflection • Originally in politcal & social contexts ‣ Collaboration instead of distance
#Background
(Kindon/Pain 2007)
Innovation in a Networked World
• Knowledge as continued process • Knowledge on demand instead of containers • Innovation as a result of interaction • Effectiveness of difference within networks
(Morath 2002)
#Background
#PRactitioners & Social Web
Studies, Cases & Expert Interviews: • Pleil (2007): Online-PR im Web 2.0 • Pleil (2010): Social Media in der B2B-Kommunikation • Zerfass et.al. (2007-2010): European Communications Monitor • Zerfass (2010): Social Media Governance
Informal Sources: • Practitioner Workshops • Consulting & Projects • Panel Discussions
#Social Media as Innovation
#Knowledge Transfer (h_da)
#Knowledge Transfer (h_da)
#Model of Online-PR Digital PR Internet-PR Cluetrain PR
Paradigm Internet Galaxy Google World
Communication Model
Monologue Monologue (+ indirect backchannel)
Communication networks, prepared for dialogue
Typical Elements Text, Pictures, Web Design Usability Tests, Contact Forms, Stats
Monitoring, Social Media, Content first
Strategy & Action being present; offering basic information
Enforce Interests Digital Reputation, Web as Room for Maneuver, Providing Added Value, Storytelling, Personalization
User Individual Recipient Recipient with some possibilities for interaction
Communication Partner, organized within Networks
Pleil 2007
#Model of Online-PR Digital PR Internet-PR Cluetrain PR
Requirements UnderstandingofHypermedia ContentManagement,SocialResearch
Strategic&SocialSkills;Trus@ulPosiBon;Coaching
Investments Minor;AddonServiceforPRDepartment
SpecialistforOnlineComms „Alwayson“
Role Execute Canalise EnablingRole:EstablishOpenness,StakeholerEmpowerment
MainAim InformaBon PersuaBon ComprehenBon&IntegraBon
Investment, Competence, Culture
Pleil 2007
#5 Layers of Analysis
Society
Stakeholder
Organization
Actors
Technics
A suitable Model of Online-PR
What does this mean?
Academia helps Practice helps Academia
• Participatory Action Research
#Integration
Research
Consulting Education
Participation
• Academia as a Part of Innovation Networks • Strong Interaction between Research, Modeling, and
Consulting • Good Job Perspectives for Students • Third Party Funds • High Density of Applied Research • A Perpetual Learning System • Different Role for Academics • Acceptance of Academia
#Positive Effects
‣ Time ‣ Timing ‣ Teams ‣ Administration ‣ Closeness ‣ Roles ‣ Density
#Obstacles & Problems
Perspectives
#Gaps
„Without internet engagement at a much deeper level PR, as practised today just cannot survive.“
(Phillips 2011)
#Gaps
• What about Development? (Phillips 2011)
• Web of Things • New Devices • Social Search • Augmented Reality • Platform Drop Outs • Legal Issues (Privacy,
Documentation) • tbc
„Without internet engagement at a much deeper level PR, as practised today just cannot survive.“
(Phillips 2011)
Kindon,SaraLouiseKindon/Pain,Rachel(2007):ParBcipatoryacBonresearchapproachesandmethods,Routledge
Morath,Frank(2002):InnovaBoninNetzwerken‐WiekommtdasNeueineinevernetzteWelt?Konstanz(Diss.)
Phillips,David(2011):HowcanacademiaservetheemergingPRparadigm?In:LeverWealth,h_p://leverwealth.blogspot.com/2011/02/how‐can‐academia‐serve‐emerging‐pr.html(24.Feb.11)
Pleil,Thomas(Hg.)(2007)Online‐PRimWeb2.0.FallbeispieleausWirtschaaundPoliBk,Konstanz:UVK
Pleil,Thomas&Students(2010):MehrWertschaffen.SocialMediainderB2B‐KommunikaBon,Darmstadt
Zerfass,Ansgaret.al.(2007‐2010):EuropeanCommunicaBonsMonitor,h_p://www.communicaBonmonitor.de/
Zerfass,Ansgar(2010):SocialMediaGovernance,h_p://www.slideshare.net/FFPR/studie‐social‐media‐governance‐2010‐studienergebnisse
Pictures:#5:h_da,#19:Krajewski#others:tp21
#References
Thankyou!
@tp_da,das‐textdepot.de,thomaspleil.de