You wouldn’t buy the wrong sized shoes... yet PR has a few shoes on the wrong feet

“If it’s not measured, it’s not managed” – A concept that remains decisively fixed in my mind when reflecting on the contentious issue of measurement for the PR discipline. However, ‘earned media’ where customers become the channel leads PROs into great difficulty as they lack control over generated content and are unable to ascertain the scale of word of mouth and viral campaigns, therefore are the ideals of establishing a universal set of metrics for the profession realistic and even so, can they ever be truly reliable? Davies (2009) contends a broader, longer-term view of the social media landscape should be implemented, as short-term analysis drives initial results but fails to demonstrate how brand perceptions evolve over time. The CIPR 2011 Social Media Measurement Guidelines identify this in their recommendation of an influence rating/ranking recognising that influence can change over time. However it is important to note, these guidelines are still a ‘work in progress’. 

With a lack of consensus over the applicability of conventional metrics to social media or clearly defined best practices for measuring its influence, it is difficult for PROs to evaluate fixed objectives for online campaigns (Gillin, 2008). However, one metric which is not accepted for social media is advertising value equivalence (AVE), formerly implemented for measuring traditional print and broadcast coverage, there is simply no AVE for a ‘Tweet’, blog mentions or Facebook fan pages (Wallace, 2010). However, there are a range of metrics established; unique browsers, average time spent on sites, frequencies are just a handful, but before implementing tools of measurement PROs need to determine whether they are measuring financial/relationship outcomes, social capital or rankings/the conversation index (Paine, 2007).

The Conversation Index formulated by Boyd (Cited, Paine, 2007) is a valuable tool for PROs. Measuring the degree of conversation generated through counting the number of comments posted and track backs  is ideally suited to PR; a discipline which seeks to engage and strengthen relationships with key publics. Effectively evaluating quality is just as important as quantity, if not more so; content analysis measures perceptions of organisations/brands by pinpointing key messages and themes. Rankings are simply not enough when it comes to PR although can be useful when correlated with other media tactics specifically as rankings are based upon the number of links to your site and how interesting individuals find it (Paine, 2007). Yet as Solis (2010) indicates; ‘It’s important to understand that in social networks, influence is not derived by the quantity of followers, friends, clicks, or “likes.” Nor is it discernible by the frequency of which one participates in their respective communities. While these serve as indicators of influence, they are not necessarily constant factors in its quantification’. Pete Cashmore; chief executive of Mashable is the most influential Briton on Twitter; not because he has 2, 276, 238 followers but because of the level of social activity he generates.

Let’s look at how the above metrics can be applied; Lauren Goodger recently launched the product - Laurens Way Tan. Using Twitter and Facebook as a platform to promote the new product, PROs could:

- Measure the number of individuals who click through to the website and ‘Shop Laurens Way’ page on Facebook. Engagement durations vs. Bounce rates.

- Counting the number of comments posted/re-tweets/mentions/track backs.

- Content analysis; whether perceptions are positive, neutral or detrimental. 

- Cross-referencing the Conversation Index with product sales.

- Increased rankings since online campaign launched; Twitter followers, Facebook ‘likes’.

This PR Week article has a great social media case study on measurement and is worth a read to get to grips with the multiplicity of tools and measuring the value of social media coverage:

 Social Media Measurement: The Experts at Work

However inconsistencies arise in analytic tools calling for a standardisation in measurement parameters. Black (2010) identifies that differences occur in how to count visitors based on the concept of sessions. Various design settings count sessions differently, profoundly impacting on reported numbers leading to inaccuracies and incomparable results between sites. Multi-tab browsing can aid in the confusion as users flick intermittently between pages totalling up multiple, separate sessions. Whereas the same activity pattern could be viewed as one session as visitors returning within a given time duration, count as part of the original visit.

Consistency of process is also an issue; as control of processing functions is down to the user. Filtering mechanical traffic from spiders/robots can be set to varying degrees or completely excluded. Users have the capability to manipulate the traffic results despite it being accepted as best practice to filter spiders/robots (Black, 2010).

So you can see where the discrepancies in measurement can arise, highlighting the importance of credible, third party, ‘not-for-profit’ organisations such as BPA Worldwide which retain ‘A Level Playing Field’. As fragmentation occurs and strains on the economy intensify, PROs face stiff competition when pitching to clients as they demand measurable ROI; access to comparable, standardised traffic data which third party websites can provide is highly valuable. Equally it can strengthen a strategy by gauging who, when and what sites to work with in targeting key publics; in effect boosting reputation within the industry.  

Social Media & PR; you could say It's like Elizabeth Taylor & Richard Burton

Guest lecturer Daryl Willcox delivered a highly engaging and thought-provoking lecture on the implications of social media as a strategic communication channel and in shaping the existing media landscape. Encouraging us to use our smart phones to ‘tweet’ our thoughts using the hash tag; #smthefuture not only made the lecture more interactive but strengthened lines of reasoning as to why PROs should be utilising social media. Engaging us through collaboration (tweeting) generated the ‘big conversation’ on #smthefuture with Twitter as a platform to uninhibitedly offer our thoughts (Scott, 2010). It provided an excellent opportunity to monitor dialogue on the topic and it was rational to see how the same principals could be applied to organisations and brands in the online realm.

With stakeholders becoming increasingly active online and engaging in such conversations this highlights the importance of listening since it enables PROs to learn from key publics and shape their communicative messages more effectively. Weber (2007) maintains that listening and engaging with customers requires organisational transparency that builds credibility. As PR professionals are well versed in communication, engagement and conversation, PR is ideally suited as these are the very attributes required for a successful social media strategy (Bussey, 2011). 

However none of this matters if professionals do not implement measurable objectives which set out what they want to achieve. It is increasingly important for clients to understand why they are using social media as opposed to aimlessly jumping on the bandwagon just because their competitors are. Co-operation is essential; social networks offer business a versatile way to interact with both internal and external strategic publics (Safko and Brake). Offering a variety of content and ‘sharing by default’ is one way to do this. Publics want consistency and direct gratification; updating information/statuses once every month simply isn’t enough. As Croft (2007) identifies, the public have developed a crushing need to access news and information practically before it exists and this occurs through social network sites which mushroom exponentially on a daily basis. Response mechanisms are therefore critical and this simultaneously ties in to effective monitoring which facilitates this.

One of the smartest big brands in social media has to be Ford who averted a potential PR disaster in which an internal error led to forum owners receiving cease and desist letters with Ford trademarks, causing outrage. They strategically utilised the transparent and instantaneous nature of social media through Ford’s community manager; Scott Monty. Not only did this offer a more humanistic approach but it ensured customers were able to determine the truth from a reputable source and were continually informed as the situation was being resolved. This reinforces Safko and Brakes (2009) concept of Twitter being a ‘hyper-grapevine news resource’ credited for breaking news on significant, real-time events. It prevented a negative story from materialising virally.

With traditional mainstream media in decline, evident through falling print readerships; the media is experiencing fragmentation as publics are overwhelmed by the diversity of channels. Journalist’s behaviour is changing as 92% now research online (Pavlik, 2008) accentuating the implications for PROs in publishing press releases and valuable content online. With social media revolutionising the communication equation; does this mean we need a rational re-evaluation of what constitutes PR? Are traditional media relations becoming an increasingly marginalised channel of communication?

With any organisation/brand branching out online and into social media arises the issue of regulation and ethics. As boundaries between audience and producer are vanishing; user-generated content (UGC) is replacing professional labour and re-orientating the economy. This ‘participatory media’ decentralises the technology used as users increasingly regulate their own behaviour (Foucault, 1975). But, is this supposed sense of control simply deceptive as ‘data mining’ technologies are rapidly advancing? It is critiqued that creativity is defined as a mechanised (generated) and commodifiable property, ascribed market-determined value and that UGC’s dynamic innovations often fall under the proprietary jurisdiction of transnational capitalism (Shepherd, 2009) which would insinuate it is simply immaterial labour; further reinforced by the dubious privacy policies of social media sites. 

However, social media can be an effective channel to promote ethical activities; dataveillance can be seen as a tactic to pinpoint influentials who could significantly enhance a campaigns reach. Equally it enables PROs to monitor information more effectively and how to target users who could benefit from being involved in positive social movements. Listening also enables PROs to determine which social issues to address whilst humanising the organisation/brand and can encourage spontaneous and innovative ways to help others produce tangible benefits (Charles, 2010). Yahoo generated a successful global campaign; Random Acts of Kindness. Over 300,000 updates were posted by Yahoo users and employees with their stories of helping others.

So the question is; can privacy issues surrounding ‘dataveillance’ be counterbalanced for the will of the good? 

Is the Internet revolutionising activism?

Is the internet giving rise to the online public sphere, with its global reach, decentralisation of information, speed of accessibility and permanence as an online space? Are the ideals of democratic participation within reach as communications become more inclusive and ideas are given voice? The boundaries of the public sphere are continually changing most acutely through the commercialisation of the press which is corruptive as celebrity cultures pervade the agenda at the detriment of public affairs (Poor, 2005). 

Habermas (1991; 1962) conceptualised the public sphere consisting of three vital elements which are significant to its existence online; formulated through mediated discussion, offering new spaces of discourse providing voice to those previously excluded from issues of governance and ideas judged on merits as opposed to a speakers social standing. However as critiques point out, the hegemonic values of the elite are subtly reinforced through the media which re-presents the realities implicated within social, economic and political relationships (Devereux, 2007). Since civic life is a minor area of interest this does pose the question as to whether we do only read the ‘Daily Me’ as Sunstein (2001, cited Poor 2005) suggests and whether political discussions are composed solely by the informed elite.

This leads me onto an article I read on the media landscape and political diversity. Since newspapers and media are known to have some degree of political bias; it was established within social media that whether the exposure level was subtle or straightforward it helped users gain diverse opinions (An et al, 2011). This got me thinking; with strong advocates of social filters surely this highlights the influence between publics, autonomous from state and economic power? Equally it shows how individuals are predisposed to public affairs extending across the political spectrum which refutes the conception that only the rich and cultured are engaged. It appears the internet is capable of becoming ‘the great democratiser’.

UK Uncut is an example of a public sphere which leads into the topic of digital activism as the internet provides ‘forums for organising, communicating, publishing and taking direct action’ (Spinello and Tavani, 2004). UK Uncut set the agenda for mass protest against large corporations evading taxes and the payout of ‘fat cat’ bonuses in city banks. This was a strike out at the government’s efforts to reduce the deficit by cutting public services; a policy based upon ideology, not necessity. News broadcasts reported on the protests as publics organised themselves together to build resistance to this austerity. The internet provided a communication infrastructure enabling the widespread dissatisfaction with governance to progress into a social movement (Joyce, 2010). On their website, activists are encouraged to organise action themselves as no centrally planned actions exist; they are explicit in the fact it is ‘your movement’.


Video: Daniel Garvin from UK Uncut talks about the campaign, raising some significant issues over digital activism.

Joyce (2010) uses the term ‘Meta-Activism’ which focuses on building a toolkit allowing online potential activists to become politically and socially active. Social media significantly propelled this movement forward as the 'big conversation' stretched across diverse platforms with no restraints. UK Uncut only existed as #ukuncut, a hash tag somebody dreamt up the night before protesters shut down Vodafone’s flagship store. As actions in the online realm synchronized with protest in the physical one, #ukuncut began trending across the UK (Joyce, 2010). This is evocative of the hype cycle since technology triggered the buzz in which expectations became inflated by the media (Phillips and Young, 2009). In this case, the power of going viral spread to fifty-five towns and resulted in 27,303 followers on Twitter and 25,581 members on Facebook signifying enlightened usage and demonstrating how activism reached a plateau of productivity. Joyce (2010, cited MacManus, 2010) advocates the greatest factor which determines the utility of an application to activists is scale and ‘use neutrality’. UK Uncut did both; Twitter was able to reach the critical mass of users activating the network effects which generated awareness and integrated shared ideals.

Word of mouth is an influential tool and social media is key to going viral by tracing connections through trusted networks and disseminating information quickly. Even so, I find myself questioning whether the power harnessed by the internet is too overwhelming for the minority who use it as a medium to exchange insults, known as ‘flaming’. Anonymity simply facilitates this dissent and domination by extremists which has serious consequences for offline actions, as demonstrated by protesters who saw an opportunity to cause anarchy.

Strong implications arise for corporate communications and for PROs. The clue is in the title; Public Relations. The public sphere is a haven of issues which if monitored and managed effectively can identify and enhance strategic opportunities. Mapping the conversational landscape can help identify issues, establish two contrasting sides of a debate and pinpoint key influential’s (Joyce, 2010). This forms the basis for an activist ‘political terrain map’, identifying potential allies to engage with. Marmite is an example of a brand that capitalised on the build-up to the UK General Election by holding an election of its own between ‘The Love Party’ and ‘The Hate Party’ by assembling an official group of ‘cabinet ministers’. Implementing a ‘social radar’ identified the ideal time to release Marmites ‘party’ information and spread the message through multiple social media platforms when the elections were a hot topic.

Activism can be detrimental to an organisation/brand or equally supportive of their values. As the Web Ecology perspective outlines a new generation of activist tools, these can be used by PROs to either confound ‘threatening’ activists or to internalise activism as part of CSR initiatives. 

The rise of the online public sphere facilitates the ideals of democratic participation, even leading to memetic entropy where there are too many voices and the dissemination of cultural content engenders increasing disorganisation (Joyce, 2010), yet its viral power, instantaneous nature and ability to mobilise action can lead to consensus by challenging the hierarchy.

Where do the boundaries come into play when accelerating cycles of desire?

The act of consumption is significantly changing from the material to the digital; offering very different experiences for the consumer. Digital virtual consumption (DVC) is creating new spaces of identity, embodiment and community (Shields, 2008) which PROs should utilise when publicising and promoting online campaigns. There is an increasing role for PR in DVC as trust and reputation are essential requisites for online websites particularly those which rely on market place ratings and buyer profiles.


Ubiquitous connectivity has enabled the acceleration of the cycles of desire to occur at a rapid pace as consumers engage in a composite of practices such as browsing, monitoring, temporary ownership of virtual representations and material ownership through purchasing (Denegri-Knott, 2010). This has led to time-space compression and in todays ‘have it now’ culture; the quick acquisition of desired goods accelerates the cycle of desire as elusive items are easily found and inexpensive. The opportunity for PR is therefore to ensure the product or service is accessible and promoted extensively; tactics such as SEO, social media and direct messaging frame consumer wants making them more achievable.


Everyone daydreams; conjuring up an idealised lifestyle. It poses excitement, hope, the impetus to strive towards a better self; it is the locus of pleasure seeking in consumption (Denegri-Knott, 2010). DVC provides the relationship between the ideal confinements of the psychological daydreaming activities and material consumption by introducing an interim liminoid position (Shields, 2002; Shields, 2000; Turner, 1988) which duplicitously fuels desires and provides a platform for its actualisation. This results in the consumer becoming more active in the consumption process; this level of interactivity provides an opportunity for PROs to create narratives which give meaning to decision-making using the online environment. Interactivity enables cultural and social exchanges to take place which are the key to credibility. It is the displaced, idealised meanings which ensure consumers consistently want more products (McCracken, 1988). 


Analysing key publics is therefore essential in targeting a campaign more effectively, enabling them to fulfil their wants or to position a product or service as a source for re-igniting desire once satiation occurs. But, does a good narrative balance against the risk? This highlights the importance for PROs to build communication on trust as online privacy arises as a sensitive issue. Disregarding the value of privacy by manipulating personal autonomy and failing to protect customer data could lead to reputational damage of a client. Trust strengthens relationships.

Let’s take All Saints for example, they implement various online strategies in an attempt to ignite desire and accelerate the consumption process:


- Targeted Ads - These appear alongside web pages and are created through monitoring online behaviour and browsing history. However it raises the issue of privacy; PROs need to ensure they achieve optimum levels of privacy where desired levels equate to actual levels when dealing with customers and they are not being invasive in their targeting.


- Email - Direct messages provide information on current promotional codes, sales, new fashion pieces and events. This sets up a cycle of revelation, stimulating the hope to want tangible products on which to attach a daydream (Denegri-Knott, 2010). It further presents the opportunity to re-ignite desire by exposing complementary pieces such as jewellery, shoes, jackets etc. It is an epistemic object of consumption.

- Social media - Facebook and Twitter used as a promotional tool; PR activities (Basement live sessions with musical artists), promote new fashion pieces and interaction with customers.


- Website - Using the shopping basket – Temporary ownership of virtual representations of the desired goods. This accelerates the cycle of desire as consumers are able to place desirable items into the basket and transgress the boundaries of moral valuations dictating what is to be sanctioned as an appropriate purchase (Belk et al, 2003 cited Denegri-Knott, 2010).

However where do the boundaries come into play when accelerating cycles of desire? This leads us into the issue as to how ethical PROs should be in framing these wants which inexorably create false needs. It further questions the extent to which PROs should overstep the boundaries of privacy in targeting publics. With no regulation or legislation in place to effectively deal with digital communications, consumers must accept ‘the reality...online life is a trade’ (Aleks Krotoski, 2010) and that PROs will utilise these online spaces to their advantage to exploit the cycles of desire.

Think of Search Engine Optimisation (SEO) as a reputation management engine

SEO Public Relations (PR); is this simply an additional variation to the discipline in the digital revolution? As technological innovations advance, it appears there are increasingly more areas open to digital exploration, reeling with benefits for the PRP who utilises them appropriately.

SEO when skilfully orchestrated through the use of specific short and long tail keyword phrases and quality link building from external sites can yield spectacular results. Not only does the level of external links to a client’s site play a vital role in establishing how useful it is but the use of algorithms enables the site to be ranked accordingly; therefore determining its position in Google’s search results. Equally content is identified by ‘spiders’ which analyse and ‘index’ site details to ensure the website and external links are legitimate. 

For PRPs SEO PR is working wonders in improving client search visibility; generating higher levels of coverage and measuring ROI activity through analytics; a sophisticated tracking tool (Goodall, 2009). Metrics separate it from traditional mediums and provide a rich data set of visitors, conversions, geo locations and paid clicks. Google visibility is valuable, more so with the associated traffic which attributes to higher rankings. As the title of this blog suggests; “Google is a reputation management engine” through SEO. Those who are dubious in their link building techniques, can potentially damage client online reputation (Goodall, 2009).

“Good PR and the online practice of link building are natural bedfellows” since the dynamics of each are remarkably similar. McGaffin (2007) conceptualises the two; PR is the process of building an organisations reputation, largely through the use of positive media coverage and link building is the process of building a websites reputation by acquiring links from relevant and respected websites. Surely the two should go hand in hand as both strive for credible endorsements to formulate a positive reputation?

It is important to generate as many links as possible which can be extended across the key phrases chosen for the product, service or event promoted; these may be repeated in URL content, navigation and title tags to achieve maximum reach. PRPs need to gain an awareness of the key words used to search their organisation and/or brand; analytics provides the opportunity to track successful keywords, identify new keywords and improve conversion. Most significantly with 92% of journalists going online as part of their story research (Pavlik, 2008). It is a competitive industry and key words need to capture the story immediately to cut through the crowd.

For PR; traditional media remains a vital source for generating news stories yet the online medium enables information to be accessed years later, retaining public interest and continuing to drive traffic. For the PRP it is important the origins of content for news stories are accessible and links are generated back to the central web page (McGaffin, 2007). 

In 2006, Waitrose generated over 300 stories on their new range of ‘ugly fruit’ online; fruit which was unconventional in appearance but still perfectly good and to be sold at a discount. However not one result originates from the central homepage, the BBC is an exception. Typing in to Waitrose’s search engine “ugly fruit” provides no results. With no story, press release, report or corporate blog post to generate links from other articles, Waitrose missed out on a great opportunity to advance search rankings as well as the number of visitors.

Likewise, press releases with publishable results of key reports can generate interest from journalists in search of alternative angles to a story; this can lead to maximum PR advantage resulting in more ‘clicks’ if the report is exclusive to the organisation (McGaffin, 2007).

Just as there are buzzwords in the real world that we associate with specific products, organisations, brands or public figures and equally how PR focuses on gaining credible links to reinforce the authenticity of campaigns; this can be applied through SEO. It is a tool that should be used to elevate the effectiveness of other PR tactics. 

On a leaving note: I thought it would be interesting to type a few keywords in to Google based on my previous blog entry's. I typed in "harnessing interactivity" and here I am, top of the first page!

The Seamless Brand - An Insight into Starbucks

As Public Relations Practitioners (PRPs) it is vital to communicate the essence of a brand and to ensure this resonates not only across the entirety of the brand but across all platforms which communicate with key publics. Consistency is the key; from the tangible experiences which a brand offers to its retained engagement with publics through the digital medium. For PRP’S the seamless communication experience should derive from the inner meaning of the brand. Even the smallest, apparently insignificant details make a huge difference when creating a seamless brand experience. This has become particularly evident in the coffee marketplace as a recent reputation survey into Starbucks (OnePoll, 2011) established that 66% of respondents believed it to be a bad idea for plans to remove Starbucks chunky white mugs from its UK stores, which has become synonymous with the brand.

Starbucks passion for quality through ethically sourcing the finest coffee beans and commitment to these ethical values is the meaning customers attach to the brand; 46% chose it as the high-street coffee chain which acted in the most socially responsible way in the OnePoll survey (2011). The level of care that resonates across the entirety of the brand from customers, shareholders, coffee farmers to the local community is what the public recognise. It addresses their emotional, psychological and socio-cultural needs as well as utilitarian (Verganti, 2009); this human connection is fundamental.

The reason why Starbucks is so successful in its brand experience is because it begins at the core of the “golden circle” which Simon Sinek advocates and asks the question “why”; what is Starbucks purpose and belief? Their ethical stance lies at the heart of their business. After establishing “why” Starbucks sell coffee, the focus changes to “how” they do this; through sourcing the finest coffee beans, roasting them with care and providing great customer service to “what” they do; which is providing great coffee. 

The following link provides a deeper insight into the concept of the "golden circle". 

Aligning these external messages with internal culture has meant Starbucks have nailed the concept of the “seamless communication experience” and this has extended online.

PRPs need to communicate from the essence of the brand to strengthen and retain meaningful relationships with their publics. Starbucks have utilised this through the digital medium. They have a Twitter following of 1,292,714 which interacts with customers and their queries or simply their positive experiences of Starbucks. Reciprocation is vital as publics are gratified through direct responses (Safko and Brake, 2010) and this retains the human connection which Starbucks strive towards. The implications for PR are that it is forcing the discipline to stop broadcasting and begin connecting (Breakenridge, 2008).

Since “reputations, images, brands and cognitive representations are what members of different publics think and say to each other” (Bromley, 1993; Grunig and Hunt, 2002 cited 2009); engaging customers through collaboration enables them to interact and influence each other; say hello to “My Starbucks Idea”. This allows customers to share, vote and discuss aspects of the brand through new ideas to improve the experience; this is where Starbucks stand out as this seamless online communication experience brings tangible benefits. Starbucks has created a credible cultural ecosystem which creates an open platform to build conversation (Van De Ven, 2010). By listening to customers and incorporating their ideas, it shapes a better brand and therefore experience. It encourages story-telling; last year, Facebook fans chose the flavour of the Christmas special coffee, selecting 'Toffee Nut Latte', which sold 45 per cent more than the Christmas drink in 2009; if you contributed to a new product a brand was offering, would you tell your friends? I know I’d want some credit for it!

Starbucks is on the ball digitally, creating various mobile applications to improve service and maintain loyalty. Starbucks Card Mobile allows customers to pay for their coffee faster to spend more time enjoying their coffee whilst Facebook Deals as mentioned in my previous blog provides customers with discounts for simply “checking in” to the store. Starbucks have got the basics right in their strategy by working their communication from the inside out; they have then extended this across multiple platforms, layering on the experience through new innovations which are concentrated solely on customer care and on enhancing their coffee experience. By providing the best-tasting coffee as 44% of respondents said in the OnePoll survey (2011) this generates loyalty. However it is loyalty and the experience which Starbucks provides which creates advocacy.

Starbucks recently rebranded; do you think this is a risk in disrupting the brand experience or necessary to keep Starbucks at the forefront of the coffee marketplace?

Making the public personal; the influence of the mobile phone

With the number of mobile subscribers exceeding 5 Billion in 2010; this has huge potential for PR practitioners (PRPs) to radically extend the reach of their campaigns. Goggin (2006) contends the mobile phone plays an indispensable role in our everyday lives, facilitating a variety of uses. Whether we want to stay in contact with friends, search information, entertain ourselves with the latest edition of doodle jump or use the barcode scanner app to complete our online Tesco shop; the mobile phone is an important element of identity construction and expression. It has further led to an increase in user mobility enabling users to communicate “anytime, anywhere, with anyone”. This “always on” media has serious implications for the PR discipline providing greater opportunities for communication than traditional channels and on a 24/7 basis. It is particularly important in times of crisis; seen as an ideal medium to receive instantaneous updates and information in short forms e.g. twitter (Buellingen and Woerter 2004; Dholakia and Dholakia 2004).

Blackberry, iPhone and Google Android are some of the major market players and Apple has been consistent in developing new applications (apps) providing innovative platforms for disseminating messages. Location based apps are the most recent innovations to strike PR.

Facebook Deals is the newest app to be launched; providing users with discounts and benefits with nearby shops, restaurants and venues when they “check in” via the Places feature on their mobile.

Facebook has already partnered with Starbucks, Debenhams, O2 and Mazda, where discounts will be shown on Facebook Places as a “golden ticket” appearing next to the name of the nearby venue.By accepting these discounts, your news feed will be updated immediately so your friends are also able to see what deals are taking place. With word of mouth being the most effective communication tool in PR, this app represents the power which can be harnessed from personal recommendations; as Facebook’s director of local, Emily White states; “The wisdom of friends has taken over from the wisdom of crowds”. As PRPs it appears we are witnessing a more personal dimension to the discipline, which lends brands and organisations a level of credibility when seeking changes in public perceptions.

This clip provides a deeper insight in to Facebook Deals:

Foursquare is a geo-based social networking site which is similar to Facebook Places yet it enables users to write reviews therefore sharing their experiences. This is particularly useful when incorporated around events since PRPs are able to listen in real time and respond accordingly (Bakshi, 2010). This can have its benefits in so far as the review is good; however with individuals more likely to pass on negative feedback to peers there are reputational/corruptive issues which need to be considered.

With the mobile phone set to replace the PC as the most used method of accessing the internet by 2015, it seems there is a future for location based apps which are reliant on device portability. However PRPs need to appreciate that mobile adoption levels are highest among the younger generation as they embrace technological changes and they need to be cautious in how they communicate with these publics to prevent it appearing as advertising. The subtle influence of the location based app in generating awareness and word of mouth through personal endorsement is ideal whilst remaining targeted to an organisations publics. It further enables PRPs to measure the impact of the strategy since the mobile phone is highly trackable. The mobile phone is widening PRs capabilities, enhancing the paths of influence. What will the apps of the future hold is all I can say? I’m intrigued to see how more innovations will impact upon the discipline.

On a leaving note, I’m off to download Facebook Deals so I can take advantage of all these fantastic offers!