Brief collection of slides that formed the backdrop to a class with PR professionals on the CIPR course at Birmingham City University's School of Media
2. Was the age of mass media a blip? Audiences becoming smaller Communication increasingly horizontal, less vertical Algorithms, not editors: prominence set by many, not few
3. The web is not a 'channel' Most popular use of web: email (social networks coming up fast) Biggest chunk of time: communities Web as tool; 'users' not audience
4. 'The brand' = consumer experience Manage the experience not the brand Importance of social capital Giving users a stake and a vote From linear to networked model