New possibilities
It is imperative to note that that the Internet had an enormous impact on communication patterns. The first aspect that needs to be highlighted is that it is much easier to find the information that is required. Also, it can be shared between people without having to pay additional fees. One of the most significant aspects that should not be disregarded is that it is that it is not as hard to reach people all over the world, and communication barriers such as language may also be addressed. The increased popularity of the Internet has become quite problematic for retailers because it is not hard to find opinions of customers.
For instance, Walmart has started to use Facebook and other social media to improve the way the enterprise is perceived by the public and gave consumers an opportunity to suggest their personal products (Lee 36). The fact that the company does not have to pay when it is using such tools as blogs and social media is an enormous benefit. Therefore, it is reasonable to utilize them to their full potential by providing clients with all the necessary information.
For example, Samsung made a decision to use social media as a central public relations tool to establish long-term relationships with consumers during the Olympics in 2012. The approach made the public much more engaged, left a lasting impression, and was beneficial for the firm as a result (Mehta 41). Such tools are especially useful for multinational corporations. For instance, Sony utilizes social media to stay visible and expand in other markets while focusing on their primary customers (Dal Yong 350).
Transparency and porosity
The central goal of transparency is it to ensure that all the critical information about the company is available to consumers, and it helps to increase the level of trust. Porosity indicates that an enterprise provides the data regarding how a particular product is being produced, and processing of orders is also considered (Grant 5). Organizational transparency is one of the aspects that define the role of public relation practitioners. They utilize the Internet as the tool to communicate with customers. They are focused on protecting the image of the company because the information can be easily accessed by every individual, and it would be beneficial to ensure that positive aspects are highlighted.
Communication online is an incredibly efficient approach, and it needs to be acknowledged by professionals in this area. Moreover, it allows them to explain core objectives of the company, and ensure that the opinion of the public is positive (Eyrich, Nina, Padman, and Sweetser 412). People can look up a firm with a use of a search engine when they are making a purchase, and this is a vital factor that affects that affects their decision. Therefore, communication online became a crucial part of the practice.
Knowledge and skills
A public relations practitioner should be proficient with computers, and must understand how to use core software programs. One should be aware of how to look for vital information on the Internet, and the understanding of preferences of customers is also valuable. The ability to create content is also a requirement. Also, one should be aware of current publishing tools. New websites and communication applications are introduced quite often, and one should keep track of latest trends in the industry to increase the presence of the company in the social media. Such professionals also should be incredibly creative. They must consider the fact that customers such enormous amount of information and it is important to draw their attention by utilizing innovative approaches.
Public relations tools
Facebook was the central online public relations tool selected in this case. The company has provided several posts every single day to promote matches. The fact that unique photographs were used is also a significant benefit. Moreover, users were engaged in the discussions, and it increased the level of interest. The selection of Youtube was not surprising, and Visa took advantage of the fact that an option of paid promotion may also be used. The commercials are quite comprehensive and are well-directed. Instagram has also been utilized, and it is hard to argue with the fact that the platform has enormous potential. Moreover, users were encouraged to create the content related to the cup, and it is one of the primary reasons this approach has been so successful.
Visa World Cup campaign analysis
Richness in content concept suggests that a particular medium should be used as efficiently as possible to deliver the necessary information. Moreover, the selection should be based on various factors such as the accessibility and others. Facebook or Twitter posts can be viewed as especially effective because they can be shared by users, and it is possible to include photos and videos.
The concept of reach is focused on the number of individuals that are likely to be exposed to a particular activity (Waddington 104). It has been identified that many Facebook users are football fans. Therefore, it was reasonable to invest in this area because the percentage of individuals that would be affected by such promotional activities is quite significant
Works Cited
Dal Yong, Jin. Global Media Convergence and Cultural Transformation: Emerging Social Patterns and Characteristics: Emerging Social Patterns and Characteristics, Hershey, PA: IGI Global, 2010. Print.
Eyrich, Nina, Monica L. Padman, and Kaye D. Sweetser. “PR practitioners’ use of social media tools and communication technology.” Public Relations Review 34.4 (2008): 412-414. Print.
Grant, John. The Green Marketing Manifesto, New York, NY: John Wiley & Sons, 2009. Print.
Lee, Newton. Facebook Nation: Total Information Awareness, New York, NY: Springer Publishing, 2014. Print.
Mehta, Glenn. Infinite Ripple – The Social Media Revolution, Bloomington, IN: Xlibris Corporation, 2013. Print.
Waddington, Stephen. Chartered Public Relations: Lessons from Expert Practitioners, Philadelphia, PA: Kogan Page Publishers, 2015. Print.