3 ways Google Glass could influence PR

Sure, the device seems like a futuristic oddity now, but if it gains popularity it could have a significant effect on public relations.

Search-giant Google is creating quite the buzz around its latest offering of Google Glass, and the device could change PR.

Google Glass, in case you’re just tuning in, is a wearable, voice-activated computer in the style of eyeglasses, which enable users to seek directions, ask questions, translate language, take pictures, send messages, and more.

It’s some pretty futuristic stuff.

While the widespread adoption of Google Glass seems a long way off—it costs $1,500 and makes most fashionistas shudder—the device could affect the PR industry if it becomes popular.

Here are a few things PR professionals can expect if Google Glass takes off:

Augmented reality bleeds into PR

People working in PR have long cast a confused eye towards augmented reality (AR) while marketers have claimed it as their territory. For instance, marketers at Maybelline created an app that gave shoppers a chance to see what various nail polishes looked like on their fingernails.

If the public embraces Google Glass, media will likely migrate to the device and adapt to AR just as it did social media. PR professionals will have a chance to work with media outlets as they adapt their offerings to AR and Google Glass.

Google+ eclipses rivals

Despite Google’s best efforts, its social network Google+ still falls short to other sites, such as Facebook, Twitter, and LinkedIn. However, if Google Glass becomes as popular as the iPhone, Google+ could become the dominant social network.

Here’s why: The device includes Google+ integration. That means you could take a picture with Google Glass and quickly share it with someone in your circle on Google+ (also known as a friend). You can also use the glasses to join a Hangout, which are video chats on Google+.

It might be time to reconsider your Google+ strategy.

Video pitches take precedent

Forget pitching a story to a journalist via phone, email, or even social media. If Google Glass gains popularity, video could become a popular communication point given the accessibility and portability afforded by Google Glass.

Journalists will expect live product tests, reviews, and statements via video, which they can then put straight into publication.

Leon Emirali is an international public relations executive and co-author of the Social Media for Business series. You can follow him on Twitter @LeonEmirali.

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