Connections, Context & Content, Part 4: Mobile As A Content Platform

May 19

JonathanMobile, PR, Ryerson , , , , 3 Comments

Mobile As A Content Platform

We have now seen how mobile technology enables connectivity and context for consumers and have begun to review those implications for public relations practitioners. The third ‘C’ we’ve introduced is ‘content’. And while technology underpins mobile content, the public relations professional needs to understand how mobile allows content creation and consumption.

From a content creation perspective, the biggest impact on the public relations industry is the rise of citizen journalism. This term was first used in response to the rise of blogging but now refers to a more widespread and significant phenomenon.  The mobile device now means any consumer can become both witness to and reporter of events as they happen.  With mobile devices that can take and send pictures, emails or messages to social networks such as Facebook and Twitter, news can travel around the world in seconds with unfiltered clarity and often before mainstream media can get on the scene. “Remember Rodney King?” asks David Jones, referring to a video-taped beating of a civilian by police during the 1991 Los Angeles riot. “That was weird then. But it’s common place now. People have mobile news gathering and distribution tools with them at all times. You don’t know who has their eyes on you and where it could end up.”

Today, most major news outlets encourage consumer photo or email tips. An increasing number have Twitter accounts to gather consumer contributions and feedback.  After a plane crashed into the Hudson River in January, the first accounts and photos from the scene came from a Twitter user named Jim Hanrahan approximately 15 minutes before mainstream media alerted their audiences. Similar ‘on the scene’ accounts flowed via mobile devices during terrorist attacks in Mumbai and earthquakes in China.

These examples are all major news events and it would naïve for the public relations professional not to acknowledge how the same dynamic could cripple their response to a crisis. “In marketing programs, we’ve used the viral potential of mobile to great effect. It’s easy to see how the same could dramatically impact PR response to an emergency. The good news is that mobile can also be used to respond in a crisis situation and regain some control,” says Brady Murphy.  However, before looking at specific tactical solutions, we must acknowledge some important factors in communicating with consumers via the mobile channel.

Next Up: A Review of the strengths & limitations of mobile from a PR POV.

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

May 04

JonathanMobile, PR, Ryerson , , , No Comments

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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