I think the two important key points to remember from the reading are how knowing the community is not just simply talking to them, but connecting with them and how getting them to be active in a campaign is the way to go.
The reading made me think about public relations practices in a way that as time progresses, so do the people. Therefore, it is essential that PR practitioners get on with the program and adapt themselves to the changing times in order to connect to the public.
We learnt in communication about the types of communication models, and this clearly shows the step up from a one-way transmission model of the publics just taking in information to the two-way model, where people want to be heard and give feedback – that they are individual beings and not just a collective mass having one giant brain representing all their thoughts.
What connects the people to organisations now are being able to feel a sense of being part of the process, either in just giving feedback or participating in events that are being organised. However, as communities go, they are diverse therefore PR practitioners need to be aware of what is right or popular with the crowd then, and act appropriately.
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