The Human Connection: The adaption of PR to broadband connectivity

"Communication - the human connection - is the key to personal and career success."

The paths to communication are broadening. With the growth of broadband and the online social

movement of Web 2.0, the key to success is in all our hands. From a business sense, those industries that are engaging in the communication evolution are in a precise position to thrive!

Public relations is one piece of industry that is drastically changing as a result of broadband connectivity. And, as one of the most effective ways to connect with people, smart companies are using PR to engage with the public on the publics terms. Deirdre Breakenridge in her report,

PR 2.0, A Communicator's Manifesto, discusses the evolution of PR as it is "putting the public back in public relations." Let's decipher what this means and consider what is public?

• COMMUNITY
• RELATIONSHIPS
• PARTICIPATION
• TRANSPARENCY
• COMMUNICATION
• DIALOGUE

Bound by little obligation, the Internet is possibly the most public forum of communication. As such, the Internet is a key platform for a company to exude its public attributes. Organizationally, by engaging in online relationships through social media, companies are mining essential components of business; consumer trust and satisfaction.

The reality is that the evolution of Web 2.0. via online social media is herding people and organizations into an online conversation about accountability, services rendered, likes and dislikes and a broader social awareness. The online forums on which these conversations take place are where you'll find communication professionals accessing your opinions and molding your impressions.




The Internet is another way to communicate and PR revolves around desirable communication. We know that the most desirable form of communication runs in a dialogue direction. Public relations builds relationships between companies, stakeholders and increasingly via social media, between customers. Chief marketing executive, James Farley of Ford Motors Co. notes that saying something isn't enough, "You have to get the people to say it to each other."

Broadband is changing PR. PR is changing broadband. How?

• EASY-TO-SEEK DIALOGUES
• CUSTOMER-GENERATED ADVERTISING
• INCREASING TRANSPARENCY
• GREATER TARGET MARKETS
• INCREASING SOCIAL AWARENESS/MONITORING
• MORE PEOPLE ARE TALKING TO MORE PEOPLE

Majorly, PR is changing because of the ability to cut directly to the public and interact with whomever, whenever, however. By networking with huge numbers of people, organizations are simultaneously building trust and therefore credibility and therefore probable customers. To be public is to communicate. To communicate is to participate. Participating builds relationships and relationships are based on trust. PR 2.0. is adapting by creating trust amongst thousands of otherwise unrelated and anonymous people. The future is still to come!

Come and see what I'm following on TWITTER or DIGG @amphitrite22

Check out http://www.deirdrebreakinridge.com/