Public Sphere for Public Good?

Many PR practitioners argue that online communication is the most effective, and in today’s society, crucial in revolutionising the way individual’s converse and source information. The internet has assisted the Public Relations industry by providing vast research opportunities, opening communication channels with the media and journalists, publishing material such as press releases online and enabling access to advantageous data sources through programs such as Gorkana. However in addition to this, the World Wide Web has enabled individuals to express opinion and comment on political and societal issues. As a result, many consider the internet as facilitating a phenomenon. Jurgen Habermas (1962), a renowned philosopher, explains this ‘public sphere’ is a forum where public views and judgements are formed.

Habermas (1989, p.102) defines the public sphere as a “realm of our social life in which something approaching public opinion can be formed.  Access is guaranteed to all citizens.” Poor (2005) supports this argument years later stating that “the "public" of the public sphere represents the idea that the people taking part in such discussions are acting not as private citizens, but in a public role by speaking in public and discussing issues of relevance to the wider public, issues of governance. They have the potential to affect public opinion and public policy. The "sphere" of the public sphere denotes that it is a space, often a mix of formal and informal institutions and organizations.” However is this ideology good for the general public and how is this affecting the Public Relations business?

Implementing social media strategies through sites such as Facebook, Twitter and YouTube has become an essential part of the PR industry and has proved effective in reaching specific demographics. In this way viral marketing can create greater awareness about a company with a focused audience. The table’s present valuable statistical information regarding the usage of popular social media sights, concerning age and gender. For instance, if Oxfam were aiming to appeal to younger males, it could be beneficial to use viral marketing on MySpace or target young professionals (25 – 34) through Facebook.

  

With effective Public Relations, gives opportunity for an organisation to expand and enhance publicity. For example through utilising Facebook Ben and Jerry’s recently launched a hugely successful international campaign. The American company planned to give away free ice-creams to all individuals from scoop shops worldwide for just one day. The Facebook group gathered over 27,700 members that generated vast amounts of interest and free publicity through strangers chatting about personal experiences with the brand and their favourite flavour ice-cream.

However social media sights such as Facebook and Twitter has also been used as a tool for protest. This can often create a highly negative affect as likeminded people can come together and plot against particular groups or organisations. For example in January of this year a protest in Egypt got out of control after plotting on social media networks that lead the arrest of a staggering 700 people after a protestor and police officer were killed and a government building set on fire.

An article form BBC News comments, “Tuesday's protests were co-ordinated through a Facebook page, where organisers say they are taking a stand against torture, poverty, corruption and unemployment. One page called for protesters all over Egypt to gather after prayers on Friday. However, Wednesday brought reports that Facebook was being blocked inside Egypt.Twitter also played a key part, with supporters inside and outside Egypt using the search term #jan25 to post news on Tuesday, but it was blocked later in the day. BBC technology correspondent Mark Gregory said that while this clampdown had undoubtedly restricted access to information, technically minded protesters had found ways of evading the restrictions.” 

Papic and Noonan (2011) remark “An underlying assumption is that social media is making it more difficult to sustain an authoritarian regime — even for hardened autocracies like Iran and Myanmar — which could usher in a new wave of democratization around the globe.” Although many criticise the development of the Public Sphere, I agree with US President, Barack Obama who in an interview, compared Social networking with other universal liberties like freedom to speak. The Public Sphere should be looked upon as an opportunity to enhance the industry if issues are managed suitably; after all we are in the PUBLIC relations industry.