Week6 Readings

I think the 2 key points to remember from this week’s readings are the benefits and problems of using new media to engage in social networks and possibilities of conflict resolution.

The readings made me think about public relations practice where having engagement in social networks is important. This ‘social capital’ also refers to shared values and trust from within it. The readings also made me think about public relations practice of conducting this ‘bridging and bonding social capital’ between organizations, clients and publics. In this era, to PR’s advantage, new media has enabled greater reach to these groups of people to reach out and engage in a two-way communication. This way, social communities are maintained.

One limitation, however, still remains where the use of new media does not allow full interaction between the parties. Feedback through means of emails for example immediately screens out the intended tone of the message and facial expressions, which are important elements especially where body language plays a part in determining the intended feedback.

Apart from that, the readings mentioned how new media has enabled communities to voice out their opinions through the use of blogs or any other online applications. For example, the online Straits Times online blog often encourage Singaporeans to voice out their feedbacks and opinions on new policies, improved regulations, or other comments on reporter’s news stories.

This online opportunity however, can sometimes become more of a chit-chat session where online users use the portal to voice out opinions which are may not necessarily relate to the subject matter at all. For example, the Straits Times Online Mobile Print (STOMP) which allows users to post comments has become irrelevant overtime since the online users end up insulting the other party when disagreements arise.

This problem arises probably because of users’ opportunity to remain anonymous and thereby misrepresent them purposefully. It is of no wonder that there is a lack in authentication in such opinions.

The readings mentioned on possible approaches to negotiation and conflict resolution. These two ways include position-based and interest-based. However, the readings also addressed the problem of how the community may have problems in comprehending complex issues in the first place. As a result, their opinions and feedbacks may seem more like apathy.

As a PR practitioner, it is their job to separate relevant points brought out from those which are merely necessary ranting. PR practitioner may also want to carry in-depth research to why their comments are there in the first place.