Although the public relations industry has encountered a great deal of change in a relatively short space of time, compared with what’s to come — we haven’t seen anything yet! The way most organisations and industries currently function is about to experience a tectonic shift that will profoundly alter their operations, and those in PR have to make sure they’re ready.

This change is a brand new iteration of the web, called Web 3.0 or Web3, and it’s promising to be as big of a change as the web underwent twenty years ago, when it became a lot more accessible to consumers and businesses. 

For the PR industry to be able to keep up with this big change, it’s important to stay ahead of any shifts, because Web3 isn’t going to be all about learning a brand new strategy or channel. It’s going to end up changing the way businesses operate, and the way consumers make transactions, communicate and stay entertained. 

To keep up, we will need to reimagine the way the internet operates and see it as something which bridges the gap between the physical and the digital world.

The Importance of public relations in Web3

Technology is an ever-changing element of daily life that both simplifies and complicates it. When we look at internet evolution, there have been three waves of technological advancement: Web 1.0  featured static pages of information (text and graphics), then came Web 2.0 where everything became interactive, and social media networks emerged where people could communicate with one another via blogs, tweets, and Facebook posts. 

If Web 1.0 was the past, and Web 2.0 is the present, then Web3 will be the future of the World Wide Web in a fusion of web technology and artificial intelligence. Web3 is an upgraded version of Web 2.0 and is essentially a virtual world within the internet, through which users can interact with each other and make purchases such as in a virtual shopping mall. Imagine being able to view and feel 3-D replicas of the goods you want to buy in an immersive experience from the comfort of your home. 

Today’s consumers live in a digital-first world, and constantly demand more control over their own privacy and data, as well as improved usability.

This consumer need has brought about the invention and adoption of Web3, with the introduction and growing prominence of cryptocurrencies, NFTs, and new technologies such as the metaverse – a network of 3D virtual worlds focused on social connection.

A Web3 framework improves the user experience by delivering extensive and interesting public relations possibilities where PR experts can create tactics that revolve around a user’s experience such as social community marketing. 

As the goal of PR involves developing credibility and brand recognition among the public, Web3 opens up PR possibilities where consumers are driven by positive experiences and interactions with brands. 

More personalised experiences

In the Web3 era, people’s purchasing decisions will be much more open to influence through personalisation. End-users will reclaim full ownership and control of their data and enjoy the security of encryption. This means that they will be able to have control over if and when information about them can be shared or used by advertisers and marketers. This is a big deal and will significantly affect the privacy and security of the consumer. It holds the potential to give us full control over personalisation. 

To keep users engaged in a Web3 world, businesses can also communicate using Web3 methods like memes, and NFTs.  Pioneering brands are already leading the way; Adidas, for example, created NFT merchandise for customers, and Samsung created preinstalled apps for customers to purchase NFTs from their TV screens. 

Public relations in the Web3 age is about building meaningful relationships with users and creating partnerships that benefit everyone involved.  Brands must stop thinking of customers as just a database, but as partners chasing similar goals. Web3 is still young and evolving, and the potential for innovative storytelling is high. 

Now is the time that PR teams must learn and understand the plentiful opportunities that Web3 affords, as brands in the very near future will be seeking out this know-how, and those who possess it will reap the rewards.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]