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In the era of `PR 2.0', numerous
companies/brands are relying on
technology for managing their relationships with existing, as
well as future (prospective) target, customers. But the pertinent
point is: How many companies are spending money and time
in analyzing and questioning the output and relevance of
these technological advancements in the field of public relations? How
many companies/famous brands are examining the
research-related prospects (or unexplored areas
and questions) of reputation management with respect to
the new sources of technology? How many are interested in
knowing their actual position/perception in the market with respect to
the effectiveness of their customer relationship management
strategies pursued using new technology?
Although several studies prove that the trend of keeping track
of same started in the west, the same cannot be said with certainty
about the Asian markets, especially the Indian markets.
Currently, technologies that are being used for PR purpose in India can be
narrowed down to blogs, websites, mobiles, social networking sites and
e-mails. Though the list is not exhaustive, these are the main and
popular technical media used in this context. Their influence have
been discussed and evaluated below.
PR is all about being social and every brand should aim to be a part of
any conversation occuring regarding the particular brand product category
in the market. Social networking sites offer this platform.
Social networking refers to a multimedia social structure which
essentially facilitates communication between groups, individuals,
and organizations. This is the reason why brands, like Adidas,
American Express, AT&T, CNN, Dell, General Electric, Motorola, Pizza Hut,
Coca- Cola, etc., are using the social networking platform to boost
their sales. |
