A beginners guide to Second Life

Deakin University PR student Melissa Wallace delves into the virtual online world SecondLife:

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Second%20Life%20Picture.png” />When presented with a challenge or a new experience I’m not one to shy away. That’s why when I and a few of my university friends were approached by our PR lecturers and Belinda Wong from Red Cross about establishing a Red Cross PR campaign on Second Life (see picture right), I jumped at the chance. Having never heard of this new social media before made for an interesting and unique assignment.
Lots of questions and issues arose from this experience. How can the PR industry benefit from the use of new social media? What are the positive and negative aspects of new social media? How can Second Life
and MySpace be used to reach a target audience?
The following podcast looks at the implications that Second Life has on the PR industry. I spoke to Jane McDaid, from Thinkhouse PR in Dublin, Ireland, about how she has found establishing her company on Second Life, as well as running it in real life. I also spoke with two PR lecturers from Deakin University with very different opinions on the use of Second Life as a PR tool.

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