Ever since Apple created the iPhone and iPod touch, other cellular device companies (like Android) have developed the "Applications" concept. With these devices, one gains the capacity to download and use the applications that they find the most interesting and entertaining. There is literally an App for everything a person could be interested in-anything from painting to zombies!
Apps have changed the way companies relate with their audiences- their public relations. Applications allow the audiences to become interactive and involved with the companies directly. For example, Macy's just released a new advertisement for their "Macy's App" that allows subscribing customers to receive personalized shopping recommendations as well as coupons. The commercial itself is entertaining and drives its purpose home, but there is a deeper message relating to public relations here.
Company's PR departments, like Macy's, are realizing that the more iPhones and Android devices gain in popularity means a window of opportunity for their business and success. So many companies and organizations are now developing applications to get their information out there and more readily available to consumers at the touch of a screen.
The PR team for the Passion Conference did this last year. Instead of trying to disseminate information via snail mail or email to over 40,000 college students, they encouraged attendees to download their app, which gave schedules, announcements, access to the conference shop, and provided push notifications for weather, traffic or emergency alerts that may have prevented people from arriving on time.
Not only do applications make it more convenient for the consumer, but it also reaps huge benefits for the company/organization itself. First and foremost it allows them to see who is downloading their app and participating. They can also find out the statistics on what kind of people they are reaching as well as what else that particular consumer is interested. These kinds of statistics enable the PR team to decipher how they can reach the other audiences. The popularity (or sometimes lack of) can help the company gauge their overall success and strengths and weaknesses as a whole.
Especially in today's rapidly evolving media age, we are constantly growing and companies realize they need to keep up. It is important that they stay at least one step ahead of the game and are always looking for new innovative ways to reach the audience. Apps are that next step and they will be around and will be successful as long as Apple and Android products are on the market.
