Our point of view for social media is very dynamic. 
Internet has changed the way we communicate. The role of public relations has therefore become more significant in building this trust with the consumers. Now public relations have to let-go the message in order to build trust. When you are communicating with a blogger or somebody who is running an online forum, the way of communicating becomes different in an altogether different way. The message should be authentic and believable. Internet, therefore, has fundamentally changed the way of communication. As far as India is concerned, Internet penetration is just 5.4%. This is a very miniscule penetration. But that also means there is a big opportunity waiting to be exploited. But 85% of people who are online are reading blogs and out of which 40% of these read blogs daily.
We also did a survey in Asia out of which majority of Indian people admitted that they were contact by PR agencies at various points of time through social networking sites. Thus PR people need to know these bloggers and visitors of such sites and communicate with them as they just don’t want press releases only. They want first-hand information. But this becomes difficult for companies, especially Indian companies and that is what we aim to find a solution for.
Moreover, companies like Nokia in Singapore are in the more advanced relationship building phase. That’s what we have to get into in India also. Online scrapping or social networks in India is a part-time exercise, so most people are ready to meet you after their regular work hours and that too usually in bars and informal environments. This needs to be followed by active engagement with companies. Social networking sites therefore become the integral part of a company’s communication strategy.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Internet has changed the way we communicate. The role of public relations has therefore become more significant in building this trust with the consumers. Now public relations have to let-go the message in order to build trust. When you are communicating with a blogger or somebody who is running an online forum, the way of communicating becomes different in an altogether different way. The message should be authentic and believable. Internet, therefore, has fundamentally changed the way of communication. As far as India is concerned, Internet penetration is just 5.4%. This is a very miniscule penetration. But that also means there is a big opportunity waiting to be exploited. But 85% of people who are online are reading blogs and out of which 40% of these read blogs daily.We also did a survey in Asia out of which majority of Indian people admitted that they were contact by PR agencies at various points of time through social networking sites. Thus PR people need to know these bloggers and visitors of such sites and communicate with them as they just don’t want press releases only. They want first-hand information. But this becomes difficult for companies, especially Indian companies and that is what we aim to find a solution for.
Moreover, companies like Nokia in Singapore are in the more advanced relationship building phase. That’s what we have to get into in India also. Online scrapping or social networks in India is a part-time exercise, so most people are ready to meet you after their regular work hours and that too usually in bars and informal environments. This needs to be followed by active engagement with companies. Social networking sites therefore become the integral part of a company’s communication strategy.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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