Post on 19-May-2015
description
Understanding of communication – by
professionals:
– Process
– Two-way process
– Interaction, sharing
Intention to share is the base of going viral
PR communication is based on news
Viral communication is based on new
Surprisingly for many, news and viral stories have
the same components:
– New/newsworthy
– Controversial
– Interesting, attractive
– “Belongs to many”
– Negative
But viral stories has something more:
– Multimedia/pictures
– Freedom/no corporate or editorial control
– Personality
o No claims to be objective
o Creating followers, not readers/viewers
The idea of online PR activities is the same:
– Creating content, which is easy to disseminate and to share (and it is free)
– Shift from the idea of informing the publics to engaging the consumers
The media is everything.
Media is you
People are journalists
People make news (including fake news)
They are going viral
All this means that news* and viral creativity have
a lot in common. Moreover, they are integrated:
– Viral stories are creating news
– News are creating viral stories
Elements of viral and PR creativity:
– Empathy
– Social life
– Imagination
– Communicative competence
– Intertextuality (to combine different stories and points of view)
– Personal charisma
But viral creativity has something more/less:
– It is uncontrollable
– It is unpredictable
– In most cases, it is unintended
– Therefore: it is still underdeveloped for the benefit of PR and other marketing communications
– Impossible to create a story, that will definitely go viral
“The key to make excellent viral stories is to
make a bulk of viral stories”
“When you have explosive news, make them
viral”
http://www.youtube.com/watch?v=316AzLYfAzw&feature=player_embedded