The ability to collaborate with one’s audience is arguably one of the more exciting aspects of journalism and public relations in the digital era. As Briggs suggests, collaboration between the professional and her readers/viewers creates the idea of news and reporting as a conversation. In a world where social media has allowed and created the demand for up-to-the-minute updates on stories and PR initiatives, the ability to add to the dialogue is nearly a necessity.
Not only can readers and viewers add to the pool of information, they are also likely to return to a given website and help drive traffic there if they feel they are a meaningful part of the conversation. This is why a journalist or PR professional should make it a point to always engage with users in the “comments” section of their pages, asking for leads and tips or providing feedback on ideas. Even in cases where comments are negative, a simple reply of “We appreciate your feedback” would suffice. Negative comments, unless they reach the level of hate speech, should always be allowed on the forum as one cannot deny the right of another to contribute (Briggs 111.)
Last week, we discussed the popularity and usefulness of CNN’s iReport. However, similar crowd-sourcing efforts exist in the world of PR. Take Ketchum Mindfire for example, where users can look at postings from global organizations and help create campaigns to win prizes. Ultimately, professionals can find value in collaboration due to the fact it may expand a person’s worldview, introducing them to new ideas and angles.
Once that dedicated community of collaborators and audience members is built, both journalists and PR professionals can effectively engage in real-time marketing, which allows them to use trends and current events to enhance a product or concept. This is usually accomplished through shareable content like pictures and video. The more in touch a professional is with her audience and its desires, the more effective this strategy will be. A prime example of this marketing method winning big in the PR world is the Oreo Super Bowl blackout tweet, which went viral on social media.
There are some inherent dangers in collaboration, mostly in the legal realm. A professional must ensure they have permission from the creator to use the user-generated content. If she does not have permission, she may well be accused of plagiarism or theft of intellectual property. Another danger is using unverified content in a project and jeopardizing the credibility of the professional. With so much content being generated online daily, it is becoming increasingly easier to miss something when fact checking. However, it seems the benefits of working with others far outweigh the risks.
Julie's Corner 