Suhtekorraldus Web 2.0 keskkonnas



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The aim of Bachelor’s thesis “Public Relations within Web 2.0 Environment” was to analyze how is public relations is done Web 2.0 in environment. The first part of this thesis focused on the theoretical literature concerning Web 2.0. It gave an overview of how different theorists define Web 2.0 and how public relations is related to it. In the empirical part of this thesis the author analyzed 10 interviews, that were conducted with Estonian PR Specialists concerning the use of Web 2.0 applications in PR. Keywords: Web 2.0, public relations, PR 2.0, Web 2.0 applications, participation web The theoretical part of this thesis gave an overview of the term Web 2.0, brought out some examples of websites most commonly judged to be Web 2.0 and brought out the main principles of Web 2.0. It also stressed that Web 2.0 is rather a way of thinking than some certain applications. In general Web 2.0 is more people-oriented – in the center are people with their needs and wishes. In a broader sense Web 2.0 has brought a progression in the way people are able to communicate, share information and participate. The spread of Web 2.0 will also have an impact on PR and how it is done. In the empirical part of this thesis 10 interviews were conducted with 11 Estonian PR specialist. Most of the interviewees defined Web 2.0 similarly to the theorist – Web 2.0 relies mainly on its principles. Most of them have to do with people-oriented approach. Most of the interviewees’ were convinced, that Web 2.0 is also having an effect on public relations. Most of them were also convinced, that public relations has to be done differently in Web 2.0 environment. Many of the old ways and forms, that were used while doing PR using traditional media channels, are not going to have the desired effect in Web 2.0 environment any more. Using Web 2.0 applications the communicator has to rely more on what people want and need, rather than what the communicator wants to say to the public. In order to remain relevant to the people and have an affect, the communicator has to keep in mind what the public needs, how they would like to be reached and with what content. According to the interviewees this change is going to have an impact on how PR is being done. With the use of Web 2.0 applications PR Specialist are going to have to learn new skills and redefine their role. Some of the interviewees brought out, that the PR Specialist who will not adapt to the changes, could soon find themselves in a situation, where their services are no longer needed. Although among the interviewees at present moment most of the public relations is still being done using traditional media channels, Web 2.0 applications are being used many times less. The main reason for choosing traditional media channels over Web 2.0 ones are the clients’ preferments and low awareness of Web 2.0 applications and therefore high skepticism toward them. Some of the interviewees predict, that it is only a matter of time when it changes. The author of this thesis is convinced, that the semi-structured informant interview method worked well in this case of empirical research. All the main questions, that were set out, were answered with this method and it allowed to explore even some more areas. The interviewees were 11 estonian PR Specialists, who found themselves competent to talk about Web 2.0 and had previously been/are related to PR. The author finds, that this thesis could be useful to PR Specialist, because in addition to giving information about developments in PR, it also gives practical tips about how PR Specialists should use Web 2.0 applications: what to do, what to avoid and it brings out main principles, that need to be kept in mind while doing PR in Web 2.0 environment.


H Social Sciences (General), bakalaureusetööd, suhtekorraldus, veeb 2.0, Internet, infoühiskond