Public Relations and the Semantic Web
Earlier this month, my colleague Marion Fugléwicz-Bren talked about the current state of semantic technologies in the public relations business in an interview with Markus Pirchner, who runs a Vienna-based company (future.bytes) focusing on online PR and PR 2.0. While Pirchner himself (who is also a blogger) appeared pretty clued about the Semantic Web, he conceded that the PR industry rather relies on “the tried and tested”:
PR industry mainstream has never been at the forefront of developments (neither has mainstream media), and it is not expected to be. It’s simply not its job; it has always relied on the tried and tested. The PR industry will adopt anything that makes its job easier or more effective and successful; that’s why the Semantic Web will find its way into PR in the end.
Another not quite so recent development which he mentioned – and which nonetheless was new to me – is XPRL, an extensible mark-up language for the PR industry. XPRL emerged from a project started in 2001 and currently chaired by Anne Gregory (Leeds Metropolitan University). So far they have developed three process standards for media relations: document release, clippings briefing and coverage report. Learn more at www.XPRL.org (and don’t forget the www in the future, or else you’ll be directed to a cyber squatter’s page).
Read the interview with Markus Pirchner here.
Sphere: Related Content
April 14th, 2008 at 4:14 pm
[...] gar so arg daneben kann es nicht gewesen sein. Immerhin attestiert mir Jana Herwig im Semantic Web Blog: “While Pirchner himself appeared pretty clued about the Semantic Web [...]
April 22nd, 2008 at 12:19 pm
[...] is a very good message for the Semantic Web Community. As Pirchner said himself, “PR industry mainstream has never been at the forefront of developments” and most of [...]