PR and Advertising in Web 2.0

Public Relations and advertising are two fields that are also irreparably changed by the advent of the new Web 2.0, especially social media. First, social media offers a closer public relations vehicle than ever before. Companies can speak directly on major issues to stakeholders, and can get their message across without it filtering through the media. In the days before the internet and social media, a publicist would have to draft a press release, hold a press conference, and release the information to the media. Then the public would wait until the 10:00 news to see what the press release was about. Now the PR newstream is instantaneous on the web.

This also creates an issue because people can also deselect or ignore the message, similar to advertisements. The article "why advertising is failing on the internet" calls out how the internet allows the public to control more of the message and content. We can close the window, ignore banner ads, and choose our own content. This is very different than the traditional TV, Radio, Movie advertising that is a push focus, with a captive audience.

Google is one of the few internet companies that have cracked this code, according to Eric Schmidt on the Charlie Rose show, and the article "Googlenomics." Google has developed an auction/AdWord system to sell advertising space to the highest bidder. To the bidder go the spoils - thousands and millions of people who are directed to your ad because they are actually LOOKING for the product or service you sell. Amazon.com is also stepping into this arena with additional product recommendations and personalized recommendations on your Amazon homepage. Both Google and Amazon have figured out the key: Advertise where people are interested......or trapped.

In the article "Camtasia: Video Game Advertising", numerous examples of captive advertising are shared. Players are glued to the video game screens, and ads for car companies, retailers, and computers are blasted across the screen on billboards and signs. In the new, Web 2.0 world, this may be the only way for major manufacturers to push messages to the masses.

Consumer product companies have jumped on the targeted advertising bandwagon on Google, Amazon, as well as video games. CPG companies need to stay at the forefront of this new PR and Advertising revolution, to ensure their brands stay top of mind for new tech-savvy consumers.