"PR online: integration of viral and news creativity" Presentation by Alexander Christov, PhD for EuroViral conference 2012.

3. Understanding of communication – by
professionals:
– Process
– Two-way process
– Interaction, sharing
Intention to share is the base of going viral

4. PR communication is based on news
Viral communication is based on new

6. Surprisingly for many, news and viral stories have
the same components:
– New/newsworthy
– Controversial
– Interesting, attractive
– “Belongs to many”
– Negative

7. But viral stories has something more:
– Multimedia/pictures
– Freedom/no corporate or editorial control
– Personality
o No claims to be objective
o Creating followers, not readers/viewers

10. The idea of online PR activities is the same:
– Creating content, which is easy to
disseminate and to share (and it is free)
– Shift from the idea of informing the publics
to engaging the consumers

11. The media is everything.
Media is you

12. People are journalists
People make news (including fake news)
They are going viral

14. All this means that news* and viral creativity have
a lot in common. Moreover, they are integrated:
– Viral stories are creating news
– News are creating viral stories

15. Elements of viral and PR creativity:
– Empathy
– Social life
– Imagination
– Communicative competence
– Intertextuality (to combine different stories and points of view)
– Personal charisma

16. But viral creativity has something more/less:
– It is uncontrollable
– It is unpredictable
– In most cases, it is unintended
– Therefore: it is still underdeveloped for the benefit of PR and other
marketing communications
– Impossible to create a story, that will definitely go viral

18. “The key to make excellent viral stories is to
make a bulk of viral stories”
“When you have explosive news, make them
viral”

20. http://www.youtube.com/watch?v=316AzLYfAzw&feature=player_embedded