Oops – are music biz PRs doing it again?

Plugging bands is traditionally pure press agentry for public relations in the music industry – so it is interesting to see their clients check into Habbo Hotel.  However, will the 7 million 11-18 year olds who network in this virtual reality (a teens’ Second Life), really be engaging with the stars or isn’t it more likely that comments will be posted by flacks?  This is an industry that fobbed fans off with bogus signatures from the likes of the Beatles in the 1960s and regularly chuns out fabricated stories for the Heat-magazine generation.  It is a shame to see the marketers infiltrating the site – when they talk about “engaging”, they mean “selling to” – not really what social media aims to be about.  Let’s hope the Habbos are smart enough to see through the hype.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.