We have already said that online PR involves listening to what is said about you on the web.
Online communication differs from that of traditional media because there an opportunity for the public to voice their views about companies in a way like never before, but it also creates a great opportunity for companies to listen to the public and then provide services that the public want, rather than services that companies want to offer.
A great example of this in action is Starbucks’ “my Starbucks” idea where you can submit your ideas about how to improve Starbucks. People can then comment on that idea and also vote for their favourites that will then be put into action.
Communication in this way needs close management involvement, not just a segregated initiative from the communications department. Management roles need to understand that this two-way communication needs to result in physical action from within the company.
However, such communication results in a more sophisticated and open two-way conversation – discussions that are not just one-way propaganda or marketing material that the public has become to be so sceptical about.
