One of the key elements of transmedia storytelling is the participatory nature of the environment within which we operate as professionals. Henry Jenkins described it back in 2006 and came up with five key elements that create a participatory culture. The Internet, and social media, have made it much easier for audiences and stakeholders to participate, but at the same time, given voice to so many people that sometimes it can be hard to listen for the voices that really matter. This is one of the ongoing challenges for public relations practitioners but it is also an opportunity for the profession to gain further legitimacy. A recent Mumbrella article points out that this is perhaps a moment in our profession to show that professional communication skills are needed more than ever to determine not just who to communication to, but how and when. The article states that Jeremy Mitchell, director of corporate and public affairs at Huawei Australia, NZ and South Pacific said, “I think the change in the last 10 years is that executives can see now that consumers and customers have the ability to voice their discontent with a company so loudly and so prolifically that you have to address that before it happens,”
“That is why our role has improved in importance. Consumers and customers have ability to raise their concerns in a much wider, more public way.”
Participatory culture is complex and has made many things both easier and more difficult for communication professionals. In the future, those that succeed will be the ones that will view the challenges as an opportunity to earn us a seat at the table, further influencing senior leadership teams to ensure communications stays at the top of the agenda.
“That is why our role has improved in importance. Consumers and customers have ability to raise their concerns in a much wider, more public way.”
Participatory culture is complex and has made many things both easier and more difficult for communication professionals. In the future, those that succeed will be the ones that will view the challenges as an opportunity to earn us a seat at the table, further influencing senior leadership teams to ensure communications stays at the top of the agenda.