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The Role of Technology in Advertisement and PR: Navigating Organization-Public Relationships

Explore how technology impacts ad and PR strategies, organization-public interactions, and consumer data privacy concerns. Dive into neuromarketing, market research, and the evolution of PR in the digital age.

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The Role of Technology in Advertisement and PR: Navigating Organization-Public Relationships

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  1. The role of technology in advertisement and PR Media, Technology and Culture Spring term 2010 Paola Sartoretto

  2. Advertising and PR • Organizations need to interact with their publics • The interaction between organization-publics is a mediated process

  3. Organization-Publics relationship – key factors • Knowledge of who the public is • Knowledge of what the public wants • Knowledge of the right channels to reach the public

  4. The role of the ICTs 1)Help organizations to know their publics • Market research • CRM technologies

  5. The role of the ICTs 2) Help organizations to interact with the public • Relationship networks • Communication tools

  6. Role of technology 3) Help organizations to reach out to the public • Media • New media

  7. The ideal situation...

  8. Problems with this scenario Organizations’ needs vs. Consumers’ rights • How do companies gather information about us? • How do they use this information? • With whom they share this information? • How are we targeted?

  9. Areas of concern for consumers • Transparency • Security • Liability

  10. Level of privacy concern Allan Westin for Harris Poll – Data collected from 1990’s in the US

  11. MARKET RESEARCH INTERNET DATA GATHERING NEUROMARKETING

  12. Neuromarketing • Role of emotions on decision making • Methods of triggering these emotions • Build trust and brand loyalty • Measure likes and dislikes

  13. Neuromarketing – Areas of concern • Pathology finding 1-2%, with whom this might be shared? • Sensitive reactions

  14. Areas of public concern • Acess to data: more power to control the flow of information – less concern. • Use of data: more knowledge about how data is used – less concern.

  15. PR – Image management • New media – more access to content production – more voices – more vulnerability • Two-way symmetrical communication – less persuasion

  16. Prosuming • Consumer reviews vs. Advertising • Consumer trust becomes more volatile – more threats to organizational image

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