The Internet is dead, long live the Internet
It’s probably eight years since the Internet really began to infiltrate the mainstream. From its discovery by the masses to the hype and subsequent failure of the dotcom entrepreneurs, the Internet has rarely been out of the news. But now it no longer demands the airtime or column inches it once did.
This is probably the strongest single indicator that the Internet has successfully taken its place alongside our traditional media outlets. An air of realism has taken hold. It’s now clear that unlike the more outlandish visions of the pre-bust dotcoms, we won’t be spending all day in our bedrooms working and playing online. In fact we kind of like meeting people in person.
The early expectations for the Internet have been tempered by human behaviour. The Internet has revolutionized communications and as communicators we now have a whole new set of challenges and opportunities. But guess what, traditional face-to-face contact continues to be the most effective means of communication. People still buy newspapers, listen to the radio and watch TV. Just as in the past, the advent of radio didn’t kill print, the Internet has changed the balance of the media landscape but not removed the incumbents.
That said the Internet does have one other unique characteristic that makes it different to the incumbents. And this characteristic will continue to challenge Public Relations practitioners long after webvan, sock puppets and the Industry Standard fade from the memory. Innovation.
Working with TV, radio and print the major challenge is keeping on top of new contacts and programs or titles – particularly in the current media climate. But the Internet as a media hasn’t stopped evolving. There are continual new developments that affect how we reach audiences. And while we must remain cogniscant of new websites and online writers, the innovation I am talking about is more fundamental than that.
The popularity of the Weblog is a good example of Internet innovation that can positively or adversely affect our clients – and it won’t be the last. All PR professionals will need to keep on top of new technologies, channels and means of reaching audiences.
Adding further complexity to the mix, every industry is different, every vertical market is different. And these differences are not necessarily as simple as different web sites, because automotive suppliers may use the Internet differently to software developers. Different tools, channels and web sites.
Do you measure the success of your different tactics online? Do you know how people find your client’s site? More than any other media before it, the Internet demands we track, measure and evaluate activities closely. Not just in terms of PR’s performance and ROI – though that’s essential – but in terms of how and what your clients’ audiences are doing online.
The Internet has provided Public Relations with a dynamic media outlet, that offers more accurate data on the success (and failure) of PR campaigns than ever before. But it also presents challenges.
Get a head start and understand how your clients’ audiences are interacting online. Finding out and testing new techniques could be one of the most valuable exercises you ever undertake. [Comments?]
Murphy's Law 