Web3 is the new face of the internet that relies on the decentralized web. The introduction of blockchain technology, AI, and VR is going to alter the PR industry for good.
Here are some insights from Austin Rotter.
The internet is a powerful tool for businesses as it helps them strengthen their relationships with the target audience. It assists companies in understanding the market, analyzing their competitors, and evaluating their own public image. That's why most PR professionals consider the web an ultimate PR tool. However, the key to an effective PR strategy is keeping up with emerging trends.
Now that the internet is turning into Web 3.0, PR professionals should reframe their strategies. Web 3.0 or Web3 is still in a transitional phase but represents a crucial paradigm shift. The new iteration of the internet relies on the philosophy of decentralization and blockchain technology.
Austin Rotter, a PR pro and media strategist, has shared his views on how Web 3.0 can alter PR practices. This article will help PR professionals understand how they can run successful campaigns on Web3.
3 Ways Web 3.0 can Shape the Future of Public Relations
Web3 is the new iteration of Web2 which means some core elements may remain the same. However, the PR channels and the way we formulate and implement strategies are subject to change. Below are three major ways that describe how Web3 will reshape public relations.
Web 3.0 Empowers Content That Appeals to a Vast Audience
Decentralization of the web means the users will have full control over the information. This will lead to hyper-personalization, ensuring they only interact with the content that meets their lifestyle and interests. That said, PR professionals must start focusing on customized strategies and messages to get good results and generate quality leads.
Technologies like artificial intelligence (AI) and machine learning (ML) will play a crucial role in Web 3.0. Marketers will be able to understand and identify users' needs with respect to their location and interests. As a result, PR professionals will be able to meet user intent by gathering consumer data and creating purposeful content.
Web 3.0 Enables a Higher Level of Discretion and Secrecy
One of the most significant ways Web3 will transform the internet and the PR sector is blockchain. It's the cutting-edge gear that everyone agrees is safe for sensitive data. At one end, blockchain secures the information through encryption so that only the authorized person has access to it. On the other hand, it ensures no one individual or organization has complete authority over an ecosystem.
Blockchain guarantees the anonymity of the users while preserving transparency. We are already seeing its application in the cryptocurrency market. PR professionals can utilize blockchain technology to verify the information in Web 3.0. It will help them develop secure data points to track and analyze campaign results.
Web 3.0 Gives More Emphasis on Customer Experience
The sole purpose of Web3 is to improve customer experience and increase digital trust – no matter it's through hyper-personalization of content or data privacy and encryption. The widespread acceptance of virtual reality (VR) is a major example of this concept's practicality.
VR will help PR professionals provide proof of a company's services or products. It will allow users to witness the transformation as it happens in the metaverse. In addition, they will have the option to use non-fungible tokens (NFTs) to create unique digital personae and transact with one another.
The Upshot: Web 3.0 is Not Just a PR Tactic; It's Your New Marketing Frontier.
Web3 is the latest version of the internet that combines technologies like blockchain and AI to offer a more personalized experience. It's a decentralized network that provides greater privacy and flexibility for users. And according to Austin Rotter, PR professionals must adapt to it in order to up their game and stay ahead of the new marketing trends.