Ok so the whole world has gone interactive. Organisations and brands in a constant battle for the most innovative, interactive ideas and specially designed websites.
Howard Rheingold, author of The Virtual Community (2000) tells us:
"In the age of digital communication, anyone who has the power to harness technology has the power to harness political and social power itself "
This is an interesting viewpoint, but what does the term 'interactive Public Relations' actually mean?
I believe it implies to the two-way communication between a particular organisation and its publics. Public Relations Practitioners use the internet as a convenient way of communicating to its publics, thus can be characterised as digital PR.
Blogs and social media sites allow organisations to establish their public, and communicate with their customers. If interactive communications are managed correctly the credibility of an organisation can be increased.
Difficulties with Interactive PR
Although dialogue is if often encouraged online, the feedback that is received can be less than desired. Organisations need to recognise that they can’t always control this interaction. For example, a negative comment placed on a corporate blog or Facebook page, organisations should participate and help shape the conversations by being honest, straightforward, and avoiding overt self-promotion.
An example of successful Interactive Public Relations Stunt.
Fanta hosted an interactive casting call on their website www.fanta.com where aspiring Fantanas can submit a one-minute audition video. Applicants were asked to showcase their singing and dancing skills and offer an explanation as to why they would make the perfect Fantana. After a three-month nationwide search, hundreds of video submissions and more than 350,000 fan ratings, the position for the 4th Fantana was filled.
The winner was revealed on MTV and was offered with contact of appearing in Fanta's advertising and marketing campaign.
This interactive campaign used by Fanta has not only created vast amounts of free publicity for the brand but has sparked national interest and created a unique relationship between brand and its publics.
After all ... the famous Wittgenstein states at,
“If we can directly effect things at the touch of a human hand, we have power, and the more changes we can effect the more infinite is the power of the ordinary man”
