PR online: integration of viral and news creativity

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