Is there a place for produsage in the future of PR?

Dr Axel Bruns (2008) discusses the potential for produsage to evolve the practice of marketing; he comments that produsage communities do and could have further potential to engage in the produsage of knowledge about commercial products, but in addition to this core function, they also produse advertising and marketing for many of the products they discuss. 

I feel it would be of benefit to explore how this same concept could be applied to the practice of public relations.  According to Cutlip, Centre and Broom (2009) public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.  For many organisations, the relatively new introduction of new media has created challenges and opened up opportunities in regards to communicating and establishing relationships with publics.

Firstly, it is important to explore the primary challenge being faced by public relations practitioners in the wake of the produsage phenomenon – citizen journalism.  As I previously discussed, citizen journalism opens up communication lines for citizens a.k.a. the organisation’s publics to voice their opinions about an organisation or its actions, in the public sphere.  Depending on what these opinions are, the reputation of the organisation could very well be left in tatters particularly if the opinion is shared by others or worse still, found to be fact.  It is worth mentioning also, that this could just as easily go the other way should the opinions and information being disseminated via citizen journalism be positive for the organisation.

That leads me to the idea that public relations practitioners could in fact harness the concept of produsage to reinforce positive relationships with its publics.  Bruns talks about the potential to get produsage communities, many of which are made up of Pro-Ams, to actively participate in the concept and design stages of a product.  What if publics were able, via produsage communities, to contribute to the design and concept planning behind public relations campaigns and programs?

Imagine the depth of the collective pool of intelligence that could be harvested in relation to what people feel would be the most effective ways of reaching them.  For example, whilst an organisation may feel that the best way to reach a target public is to create a television campaign, that public may feel that an event would be a more effective way to get the message across.  This harnessing of produsage could be seen as a contemporary model for community engagement.  It’s all about getting the affected communities involved in dealing with the issue, but rather than keeping it on a traditional informational level, new media could potentially enable publics to become more involved on a strategic level.

I believe that by engaging publics, via produsage communities, organisations could potentially be able to enhance its public relations campaigns and strategies to better reach its publics.  I understand that this is not something that will happen overnight, nor will it always be appropriate, however, I believe that practitioners would be foolish not to consider it as produsage becomes more prominent in the future.

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1 Comment »

  1. paulthompson1 Said:

    I agree with your point on harnessing produasge in for community engagement. New media presents us with so many opportunities for the public to become a voice heard above the crowd. In relation to your professional interest knowing what the public want and thing of products and services helps create more effective advertising. In relation to the music industry (my professional interest) it gives the aspiring artist the ability to present themselves on a global scale and interact with industry professionals. What is your opinion on Produsage and the effect it will have on the advertising industry in the coming years?


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