Building on my last blog submission around the Web 2.0 concept, recent DCS lectures furthered my knowledge of this online process whilst introducing the theme of Interactivity. The dimension of communication technologies has been one of the greatest phenomenon of the 21st Century. Through what seems like the caveman era of the digital realm, communication between individuals and machines began with the humble email and SMS messaging. Through rapid technological discoveries, the natural attributes of face-to-face conversations has developed into communications occurring in mediated settings through various online platforms.
The concept of interactivity can be a confusing one (like a few of these blog topics) and many Public Relations Practitioners (PRP’s) may also find this when interacting with their publics, whilst trying to conceptualising the term for the needs of the industry. For PRP’s to harness the importance of conversing with consumers online they need to differentiate between interactivity and other two-way influencers such as choice, involvement and active audiences. Interactivity requires that communicants respond to each other, which results in one of two forms, regular response - reaction to previous messages or response which acknowledges prior responses (Rafaeli, 1985).
Many agencies use the process of interactivity through the medium of Facebook, as the communication is reciprocal through both parties. Splendid Communications has recently launched the Lucozade ‘Yes’ campaign virally to social media sites. These online strategies incorporate elements of interactivity to engage with the intended audiences to enhance brand reputation and awareness. However, companies are never safe from negative discourse, as they leave themselves open and vulnerable when they operate online. Once interactive communications start in online territories the content is there for whoever wishes the access it. The agency can't control certain unwanted responses around their media attention. If this content is removed, publics could deem this unethical and not transparent, causing more interactivity but problematic for the PR.
Lucozade 'Yes' - Viral Campaign
Using pop culture icons such as Travis Barker and Tinie Tempah just encourages further interactivity. Publics could use the advertisement as a platform to conduct more communications with these stars by ’tweeting’ them or writing on their Facebook page…the interactive cycle is an endless, helical, spiral conversation between many.
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