Online communities as a public relations tool : successful two-way communication
Author
Ponell, Valerie
Additional Author(s)
-
Publisher
Cardiff: VDM Verlag Dr. Muller Aktiengensellschaft & Co. KG, 2009
Language
Indonesian
ISBN
9783639113303
Series
Subject(s)
INTERNET IN PUBLIC RELATIONS
PUBLIC RELATIONS
Notes
. .
Abstract
Customer involvement and participation are the principles of the Web 2.0 movement and must not be ignored by PR practitioners. One tool to encourage and allow open discussion channels on the internet are online communities. They serve as an ideal platform to allow and create a genuine two-way symmetrical conversation between an organisation and its audiences – although they might have a threatening character for the traditional PR principle “control comes from the top”. But if a company comes to terms with listening instead of talking and is willing to give away a certain amount of control, it can benefit immensely on the long-run. This work shows how online communities can contribute to a direct and unfiltered communication between an organisation and its audiences.
