The use of mobile technologies in PR campaigns has remained stagnant, partly because the mobile phone is a personal tool and organisations have not yet found an acceptable way of communicating with mobile phone users without being seen as invading their personal space.
The use of mobile technologies in PR campaigns is largely limited to incorporating the internet, because using text messaging (SMS or Short Message Service) is seen as rather intrusive.
Other types of mobile technologies are laptops, notebooks and the media tablets such as the new iPad and WePad.
All these can be used to browse the internet, check your e-mail, access your Facebook and Twitter accounts and other social networking sites, watch YouTube and other video sharing sites.
The mobile phone is the seventh mass media after print, recordings, cinema, radio, television and the internet.
With more than four billion mobile phone users across the globe, the potential of using mobile phones in PR campaigns is huge.
Other advantages of mobile phones is that they are always switched on and users carry them 24 hours, 7 days a week.
Public relations practitioners can use mobile phones in PR campaigns the same way they use internet. The only difference is that everything should be customised to mobile phone specificiations to allow for easy acess and use.
This can be done by:
- purchasing a .mobi domain name to create a mobile website;
- developing Apps for mobile phones;
- launching a mobile website blog; using text messaging (SMS);
- RSS feeds;
- conducting surveys;
- have 24/7 contact to the media; and
- accessing social media to monitor public opinion and respond accordingly.
What is really important is that PR practitioners recognise the potential of mobile phones and other technologies and incorporate them into their traditonal PR campaign strategies to achieve the maximum outcome.
For more information, you can read a PR Week article on the use of mobile technologies in the PR industry.