CyberPR and dynamic touch

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Cyber-PR and dynamic touch

• Chris Galloway
• Monash University

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Mobility means communication professionals should
no longer think simply in terms of delivering
content to static devices
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Communicators need a new form of cultural
literacy a grammar of navigation for the new
climate
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There are parallel universes people making
too much money doing things the old way to engage
with the new
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Abbreviated Spontaneous Co-ordination of
relationships Meet emotional needs
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Conventional ways of relating to publics no
longer sufficient
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Dynamic touch creating experiences that
stimulate feelings such as connectedness and
involvement
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PR people may need to design such experiences
along with other campaign tactics
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Examples of cyber-haptics SMS polling, online
games, web presences that invite telephone or
live chat as well as email dialogue
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Dynamic communicative touch can stimulate
impressions of a whole e.g. an organisation, even
though the experience is only partial
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For PR people, this means going well beyond the
bounds of business as usual
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Note, cyberspace can be defined as the whole
experience available through computer networks
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PR people have mostly sought simply to translate
questions of communication efficiency to
cyberspace e.g. integrating the internet into
investor relations activities
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Cyber-PR as dynamic communicative touch may be
only one part of a campaign but cannot be
ignored (PR cant leave the field to the
marketers)
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Idea of target publics needs to be re-thought
on several grounds
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PR needs both to design communicative touch
experiences as well as advocacy positions based
on a rational case
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Idol contest example touching contestants,
being touched by the contest with a
well-designed commercial objective in mind
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In a crowded media market, peripheral cues may be
needed more than the central route to persuasion
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Public relations as dynamic touch provided
through constructed experiences directed at
subjects fitting target profiles can help build
desired meanings in those subjects
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Old models of PR campaign planning need to be
revised while conventional planning remains
valuable, it may be insufficient to reach
postmodern audiences
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PR people need to take more seriously the
relations descriptor of their profession
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What kind of relations can communication
professionals have with mobile publics?
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Cyber-PR and dynamic touch Thank you