Connections, Context & Content: A series on PR & Mobile

Over the next while, I will be posting excerpts from a paper I completed for the final course in Ryerson University’s certificate in public relations. The focus of the paper is the intersection of mobile and public relations.

While mobile as a marketing channel and consumer communications device receives a great deal of coverage, I noticed there was very little information about how mobile can influence and be used in the practice of PR. Certainly some of what is written about mobile marketing can be applied to PR activities, but the lack of dedicated coverage on the subject seems like a missed(missing) opportunity.

Here’s the abstract (yeah, it was an academic paper, Chicago Style and all):

The mobile device has brought with it significant changes in how consumers interact with each other and the world around them. Over 70% of Canadians have a mobile device and the increasing sophistication of these devices is creating new levels of connectivity and contextual relevance and new methods of content consumption. It has also created an emerging media channel for professional communicators.

This article explores how mobile, as both a technology and content platform, provides new opportunities to engage stakeholders and earn understanding, acceptance and support for an organization’s policies and activities.

Mobile messaging, the mobile internet and mobile applications will be examined as new tactics for the PR toolbox and how they impact practice areas such as community and media relations, the measurement of public attitudes and crisis communications.

A few admin notes:

Most of the sources cited are digital, some are treeware. What I can link to, I will. But in cases where I can’t, I’ll make every effort to provide proper citations.
As part of the research process, I interviewed David Jones (VP, Digital at Hill & Knowlton Canada), Jennifer Wasley (Senior Consultant at Porter Novelli Canada) and Brady Murphy (Managing Partner at Vortex Mobile). Their contributions and insight are immensely appreciated.
My goal is to, over time, post the entire paper. But I’ll reserve the right to edit where appropriate or necessary to keep it digitally digestible.

These excerpts reflect my initial thinking on the subject and the paper was meant as a survey of the opportunities mobile can provide to public relations. It is by no means exhaustive and I will continue to evolve my thinking on the subject.

Please comment and critique. It’s the best way for us to move forward on this subject together.

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