So, what exactly is cloud computing? Does it mean that there is a computer in the clouds? 🙂 Nope, but there are several experts and other professionals that have given their interpretation on what exactly is cloud computing. According to Kevin Hartag, he states that cloud computing is ” accessing resources and services needed to perform functions with dynamically changing needs. An application or service developer requests access from the cloud rather than a specific endpoint or named resource. What goes on in the cloud manages multiple infrastructures across multiple organizations and consists of one or more frameworks overlaid on top of the infrastructures tying them together. The cloud is a virtualization of resources that maintains and manages itself.” In other words, cloud computing combines several key characteristics in which professionals and researchers in public relations need to be aware of: it is free information stored virtually on various information sharing sites (ex. Google Docs, Slideshare, etc) and on other servers where people are not necessarily paying for hosting this information. In other words, what this means essentially is that cloud computing is about putting the information virtually out in the online community instead on their own computers.
Cloud computing seems to be a growing trend, and will only increase to be how people share information and conduct business with each other. According to a recent post by Mashable referring to a study Elon University did, at least 71 percent of the participants in this study said that people will be working primarily through web-based and mobile apps, such as Facebook and Google Docs. Here is the link to the Pew Research report on the future of cloud computing – definitely good for public relations professionals to be aware of. In summary, what this shows is that people are more likely going to be sharing information that is stored virtually on other servers, and are using their mobile devices to share their information directly instead of using their computers or laptops.
However, it is important to look at both sides of the picture – is it really that safe to share information virtually and on other servers? I do believe that people are still going to keep a main device as a hub for their information – whether it is their desktop computer or their iPad, or another future device – but not necessarily be storing all of their information online. What happens if someone decides to share everything your agency has done in terms of research and strategic planning with your client’s competitor? What about your online social media crisis communication plan? There are so many privacy and trust issues that come into play with this new form of technology, and what public relations professionals need to do at this time is to monitor and be aware of these trends, understand both sides of the picture in terms of the pros and cons, and identify the implications that this has on the public relations profession.
These are just a few of my thoughts on the subject. I hope you all are having a wonderful day.
Best Wishes,
Karen
0 Comments