By far, the most interesting detail about Public Relations and Marketing in the ‘digital’ phase is how the target audience is not just a target anymore. It is the owner and director of your communications campaign. You and I will get the client’s message across only if the message has been approved by the customer and only if she’s had a say in its style and content. As Brand or PR consultants, our jobs now include identifying where and what the customer is saying, rather than just figuring out which newspaper he reads with his breakfast or which TV channel he prefers over the weekend.

The Information Democracy: The most important aspects here are freedom of expression AND the huge, unbiased, malleable, customizable, shareable, and powerful platform for this expression. Then there is the conversation, and the noise. Our expertise will have to include tuning out the noise and listening very carefully to the important conversation, with minimal interference. Going overboard will only result in some more noise, which the customer will choose to ignore. Public Relations will need to listen to and participate in the information democracy, to be accepted and to be effective.

The Community: Focus on more of ‘Nurturing’ than ‘talking’. Customers do not want to listen to a brand message; they want to dictate the terms of loyalty and communication. They are not interested in your Orkut/Facebook group if they will not meet like-minded people or if they will not have a good time. They will not share your viral video with their contacts if it is not funny/shocking/interesting enough. Creation of multi-storied platforms for the community to come together and engage is what that will save the day.

The ‘Negative’ coverage: Opening up to collaboration will involve brickbats. Lots of them. Even if your client is the most respected in the business and spends a huge chuck of his budget on post sales service and CSR, there WILL be brickbats. This is a good thing as it is proof that you are definitely listening in. Second, you will not only know that customers are unhappy, but also know why they are unhappy, in which location they are unhappy, where are they expressing their unhappiness and what they are saying as a result, verbatim, and also who all agree with them. Imagine the kind of value this feedback has. While the sales manager will keep wondering why the flagship product has suddenly slowed down, you will have the specific details. Imagine the impact of Public Relations here when you design and implement a campaign to address the specific issue at hand.

The power of Good Ideas: Ideas make a comeback! Take a look at this simple but extremely powerful Youtube campaign on Diet Coke demonstrating the explosive effect when you mix diet coke with mentos. The video generated millions of hits and several clone videos and contests across. Good ideas stand out and now the canvas has transcended the story board to become the World Wide Web. Collaboration will give you the inspiration and the audience.

The Win-Win situation: Of course, the brand will get the loyalty, the feedback and the mileage. What about the customer? Why should HE collaborate with you? What is in store for him? The digital age will balance this benefit equation. As companies across the world nurture their communities and brands become part of life, customers will seek incentive- A good time, a ‘shout’ platform, complimentary products, recognition, and importance. Collaboration will compel us to come up with relevant and viable combinations that will not only entice customers but also motivate them into collaborating with us.