With all this talk of social media and the digital age it’s important to understand the jargon. So those of you that thought Platforms were a type of shoe from the 70’s making a come back or where you stand to get your train from, I’m afraid to say that’s not what they’re talking about!
Although not a shoe, Platforms are something tangible unlike their channel counterparts (which just for reference aren’t where you watch your favourite television programs). By reading this now you’re in fact using both a Platform, you’re computer or internet enabled device and a Channel, this very WordPress site. The internet itself has revolutionised all industries, including Public Relations but now that it is so easily accessible and has a huge variety of websites and social media networks it has just got even harder to control.
There are 5 core elements that are said to ‘drive’ online PR and the advent of powerful Platforms like the iPhone and Channels like Twitter add to the importance of these 5 elements:
Transparency – as I’ve mentioned before Transparency has become essential for organisations, especially in the digital age. Nowadays anybody could take a photo on their phone and have it uploaded onto Twitter ‘outing’ a company’s bad behaviour or unethical practices before they could bat an eyelid. Now more than ever it is important for organisations to be honest with their public before something is leaked and sensationalised creating a worse situation for the organisation that if they were up front from the start.
Agency – this highlights the use of user generated content. The public are no longer just consumers they are also producers of their own media. Channels like Wikipedia have set the trend for sites that allow it’s users to contribute to the content that it provides. This is great for consumers as they can voice their opinion of an organisations for all to read, however this presents some obvious obstacles for organisations as they have no control over what is said about them, another reason for them to practice Transparency.
Porosity – much like transparency and agency, porosity is the leaking of information but usually in this case unintentionally. Now that organisations rely heavily on digital communication channels such as email, Intranet, SMS and social media, it is inevitable that confidential information can find it’s way to the wider public. This can often be bad for obvious reason, but sometimes hearing the real voices of the organisation (especially when the information is not scandalous) can be a good thing for a company’s reputation.
Richness & Reach – richness is the amount of content that the internet can hold and reach is how many people can view this information. For organisations that means that everything about them can be available for all of the world to see. With Platforms like internet enabled mobile phones that means that the public can access this information from anywhere at anytime. As with the other 3 points this has it’s positives and negatives and just confirms the benefits of Transparency.
So every time we use our iPhone (other internet enabled devices are available!) we are exercising the use of an important Platform (the device not the shoe) and when we then use our iPhone to Tweet what we’ve just had for breakfast, we have demonstrated how quick and easy it is to use the Channels that our Platforms enable. Most important to remember as somebody in the Public Relations industry is the 5 drivers of online PR. These serve as essential reminders of the opportunities that the internet and it’s Channels can provide as well as the potential damage that it can cause an organisation. The obvious answer to avoiding the negatives from these 5 drivers is to really take head of the first point and practice Transparency wherever possible.