The advertisements started showing few seconds after you could see the video of your choice. If you were interested for a particular advertisement you could open it in a different webpage. This project called ΙnVideo and was very successful.

In March they started the interest-based advertising for instance people could see advertisements which were interesting and after two months YouTube prepared another tool.

In Europe before we see a video in ΥouΤube we must see a video for 15 or 30 seconds which we can not avoid.

For this the webpage did agreements for huge amounts of dollars like Renault, Warner Βrothers, ΒΒC Worldwide, Νational Geographic, and Discovery Νetwork.

It seems that Google and ΥouΤube are thinking about the increase of their profits from the advertisements and they just do it.

News now are driving by the users (push and pull media). Blogs, podcasts, vlogs everything are new media even though they did not start as news media, they adopted really fast.

PR Agencies have to change the way they work now. We live in a world that everyone can create news; the news is written again and again by the journalists and also the readers.

Furthermore, PR Agencies should face the new rules of media and to adopt the new elements which put together the readers and the journalists. The question here is how the PR Agencies will face these new media.

Some tips for the improvement of Public Relations department in any organisation are

Ø      Keep the target you set in your PR program. A press release can be addressed to the journalists; however you have to keep in mind the public. The changes that you will make in the press release, for SEO, should be such in order to keep your focus on the target that has been set.

Ø      Set key-words and phrases in your relevant article. For this you can get help from the PR agency who set the communication program.

Ø      Focus on the most important elements. This will lead you to the desire increase of your web visitors who would like to read your post.

Ø      Use other network tools, like RSS feeds, Κeyword tagging, trackbacks, attachments

Ø      The term SΕΟ (search engine optimization) describes all the procedures which have to be done for the content of the webpage in order to be friendlier to the search engines.

Final goal: The highest position in the table of the net and the increase of the visitors who search in the engines with keywords which are relevant to the content of the webpage. One of the most important elements in a webpage which will give a better position in the row of the search engines is the relevancy between the keywords and the content of the webpage.

Social networks act as personal web pages which be linked to and viewed by friends. They allow people to undertake a range of activities including the exchange of messages, the uploading and accessing of photos, videos and music and the publishing of upcoming events. The success of a distributed computer network as a communication tool and a platform of community streches back even further than the internet itself with the creation of ARPNET (Advanced Research Projects Agency Network) in 1968. 

Many social networks are leading players in the online world; both Facebook and Myspace are in the top 10 most popular websites. The social web is being extended as initiatives such as Googel et al’s ‘Open Social’ program aim to link separate social networks together as well as with other forms of website allowing individuals to have a single online profile on any website they visit meaning all forms of website can build communities of these individuals should they wish to do so.

- first, give the opportunity to the users to create links of chatting,

- second, through the different social media (Digg, Τwitter, Face book, Μy Space), the content has more readers

- third, it helps the reputation of the company

- forth, through the word-of-mouth, it multiples the audience

- and fifth, it gives higher profit.

The particular process has an important role in public relations because they have the responsibility to make a good content which will give to the company reputation. The content of the webpage can be transform to a useful tool of public relations.

The success of this page is opposite to the statement that the users of social media do not like to work with brands and when Coca Cola Company decided to search for this page, they tried with a friendly way to reach the creators of this page. Until there will be a logical explanation of the success of the particular page, the company will support the page and it will enjoy the success that the fans give to the soft drink.  

After the above example and other brands follow the same path, without knowing that the American company was not behind the facebook page.

Some PR agencies, who are familiar with the ‘game’ of communication of social networks, advised the companies to create through social media groups and application in order to promote their products or services.

If you search in facebook for brands you will understand the power which was developed from social media. Not only the international companies try to promote their products or services through facebook but also a lot of topic companies which look forward to an international impact. And this can be seen from the simple shops, fashion designers, sporting centres, wellness Centres, tourist companies, everyone has a part of projection through social networks and this is an achievement of public relations agencies.

In a multimedia email, which takes the figure of a webpage, you can find videos and pictures of the product, and usually the video plays automatically when you read the email.  The dimension of the projection is low and has not a high analysis or qualitative sound.

How it works? The process is really simple. The client receives the email with a subject relevant to the content which follows. Also, the email was created on html bases and this gives to the sender the opportunity to put the name, the characteristics and anything else which will make the product attractive. In the main body of the email there is the video. And on the bottom there is always a form which the client can full in if he/she wants to make an order of the product.

The advantages of the projection through multimedia email are the follow:

- A useful tool for the user

- The forms of communication can give the opportunity to the client to order the product

- The cost is localized in the services of the public relations consultants who decide the content of these emails and also to decide who the future clients are.

He gets girls onside by sending them saucy snaps of his six packs, and then invites them to witness his ball skills in raunchy hot tub romps at his £4million Cheshire home. One of his cyber sizzlers revealed: “Ronaldo loves chatting to girls over the net. After training he goes home, gets his laptop out and logs on to MSN. “He’s always inviting me to his house for hot tub parties with him and his mates and I know he does the same with other girls. “He randomly sends pics of him and his family or him with no top on posing in his house. He loves himself to bits. “The guy is hot property in football and I can tell you he’s permanently on heat when it comes to women.” We obtained these exclusive pics from some of Ronaldo’s female fans. One shows the 24-year-old hot shot, who calls himself Cris when online, posing in his mansion with his top off. Another sees Ronaldo hugging his aunt and there is a holiday snap of the star relaxing on a speedboat with his cousin Nuno and his sister’s boyfriend Edgar. Our source said: “He just keeps sending them during conversations. You don’t have to ask, he just sends a load of random photos. “He’s a nice fella and is clearly fit but he’s very vain – and he’s got a one-track mind.” The World Player of the Year loves to hit the net both on and off the pitch. When Ron, who lives at the five-bedroom mansion in posh Alderley Edge with Nuno and his waiter, gets frisky he logs on to his laptop. One online pal said: “He used to use Face book. Cristiano Aviero was the name he used but had to keep changing it as he was getting flooded with messages. “Now he mainly uses MSN. He just comes on, says, ‘Hello it’s Cris, how are you?’ and chats about random stuff like his clothing range or his family.

“He doesn’t talk that much about footie; I think he’s more interested in chatting up girls to be honest. “I know for a fact I’m not the only one he talks to – there’s a few of my mates too. And I’m pretty sure there are hundreds of other women in his online social network. “He’s asked me out quite a few times, keeps telling me he’ll pick me up and go and watch a film in his cinema.” Ronaldo’s list of flames includes Holly oaks babe Gemma Atkinson, 24, and Portuguese stunner Nereida Gallardo, 26.

For the above example we can see that online dating is an easy way to meet people even you are Ronaldo or an ordinary person. Also you can chat with people just for friendship or gossip! Social media again offer their services to people in order to use them the way they like!

Approximately three quarters of the MEPs will be elected on Sunday 7 June, but because of traditional polling days varying from country to country according to local custom, the other quarter will be elected in the three preceding days: in the United Kingdom, for instance, voting will take place on 4 June, a Thursday.

The political parties of European countries are in alert in order to promote their candidates through media. Their main purpose is to convince young people to vote in order to increase the number of the votes and a way to do that is through social media. For example in my country, Cyprus, PR consultants of each party created a group in face book for every candidate by presenting their achievements and work for the community, and also they created blogs where people can say their opinion about the candidates. How effective can that be or how reliable? And what else is happening in the other countries? I believe probably the same and maybe they use more tools of social media. The following video will give the opinion of people about the elections and guess! EU Parliament spends 15 million euro on its own election campaigns.

The companies are creating accounts in social media and also advertising their products or services through blogs by abolishing their professional websites which they need professional skills in order to be build.

The question here is that if an excellent user of social media who has no knowledge with marketing or public relations and he likes red colour can he promote a company through social media with just put red colour in the whole webpage?

This can be done with no costs, so why don’t we think it in a more serious way?

Then if companies which have a serious and responsible profile in their communication level should be careful with those people who don’t have the relevant knowledge of using the social media proactively for their employers.

Otherwise the results will be catastrophical.