Dear Sir, I am working with one of the India’s leading PR agencies at the Sr. Executive level. Now we all are hearing about the next wave of Public Relations being digital communications/online PR or the digital PR; could you help me to understand on the various tools of digital or online public relations? - Pratibha

Dear Pratibha:

You asking us a question on this blog is the power of digital PR. Don’t you agree? Okay, I have just one suggestion to make - please read through our blog and you will become an expert of digital PR. In fact, one of my previous posts on the same subject would give you some ideas to begin with and there were quite a few posts on the subject available on our blog from my fellow contributors. But since you have asked this question, let’s discuss about how it all started and where it is leading to.

All through the 20th century, most of our communication was using old media vehicles and in a monologue form. It was a top down approach (even today we follow that model largely in our agencies, don’t we?) We developed messages and bombarded poor consumers with all jargons we can find in marketing and business books.

In the beginning of 21st century, we saw the emergence of web based communication (which was fondly branded as web 1.0). We saw emergence of news portals, email marketers and groups and forums. We saw new breeds of online editors and journalists and most of the newspapers, magazines went with this model.

Somewhere around late 2004 or early 2005 this new age communication called web 2.0 has started. It was all about user generated content (UGC), social networks, not moderated - not edited - not regulated content, the humanisation of communication happened - people uploaded their personal videos and became superstars, people uploaded their songs and got recording contracts. This is what we are witnessing now and taking full advantage of it (at least, some of us are). Now many companies and brands are taking advantage of this phenomenon - that is called digital PR.

Now one doesn’t really know what would be the future of PR in 2010 but I think based on the trend the technology is following - many think it would be mobile. Communication on the go, there will be so much to choose from, it would be more personal, instant, individual dialogue based communication.

Or the way technology is evolving - it would be something else. Whatever said and done, but Pratibha believe me that technology is going to play a very important role in whatever you or me are going to do. So my advice to you is to keep yourself updated on technology and acquire knowledge in all areas possible. Tomorrow will belong to the people who will command technology+knowledge.

All the best!

Tech Tags: pr public+relations india