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Online-Kommunikation im Wandel

Online-Journalismus und Online-PR verändern sich durch das Blogging rasant. Unklar ist heute allerdings noch, was sich alles in Zukunft wandeln wird. Vielleicht erweitern Weblogs nur das jeweilige Spektrum. Vielleicht prägen sie der Online-Kommunikation ihren ganz eigenen Stempel auf, so dass nichts mehr bleibt, wie es einmal wahr…

"Blogging today has superior credibility, adheres to better rules of self-governance and reshapes how and why PR will be practiced if it is to survive. PR people cannot just treat blogging as another channel down which they will toss the same old crap. Their new role will be to teach company officials to speak for themselves, in a plain language and adhering to the rules that makes blogging a more credible communications channel. This creates a huge opportunity for the very best of PR practitioners. I think blogging is indeed part of a new PR that has only now just begun to form, but will take shape and offer value in the not too distant future–but blogging and PR practitioners need to approach each other with the same caution as two amorous porcupines." (Blogs As Journalism and PR, Shel Israel, genius)

"Blogs are just the beginning. The bigger trend is that consumers want to have a role in talking about products and even in marketing them," Rubel said. "Creating a blog-specific practice is terrific, but it’s a temporary solution. In the long term, we have to train our PR people to understand that consumer-generated content has equal weight as corporate media." (Kevin Newcomb)

>> The Red Couch: Blogs As Journalism and PR
>> ClickZ News: Kevin Newcomb: MWW Debuts Blog Marketing Practice
>> PR Blogger: Blogs – der wichtigste Technologie-Trend 2005
>> PR Blogger: Blogger-Trends in 2004/2005