Jumping Off The Cliff

Second Life millionaires are being mintedBusinessWeek’s “Virtual Life” Tech Special Report out today envisions a totally immersive 3-D web that offers a rich panorama of experience to rival our physical lives.

Much experimentation is already happening in Second Life.  Companies are realizing beneficial B-to-B applications – virtual meetings, showrooms, presentations. Products are planned to be launched and tested, stores are opening, real estate is bought and sold. There is elaborate entertainment, family reunions, all kinds of activity in a populated and interacting world of stresses, clashes and unabashed optimism for a bright and rosy future.

Gartner says the 80% of active Internet users will have a virtual life by the end of 2011.

Enter public relations. For a hint of where this is going check out Business Communicators of Second Life   -  about “how to communicate and participate in 3-D environments” and ”how to use and create 360-degree content for new online spaces and the emerging 3D web.” How do you create a word-of-mouth program for avatars? How do you mesh the virtual with the physical for a truly mashed up  PR program? These are questions we are not apt to ask ourselves now.

There is huge unrealized potential for public relations in the virtual world. But it requires tactics and strategies that are in many ways directly opposed to the way things are done in the static world.

I met yesterday with Adam Broitman, director of emerging & creative strategy for Morpheus Media in New York.  Morpheus is busy building its Second Life platform for the VirtuaLive.tv event at Canal Room, May 10. See previous PRBlogNews post on event. Adam gave me a tour around Morpheus Island in SecondLife. They purchased their Island, are sculpting and landscaping it. They created a cool little waterway with a grafitti splattered tunnel and a stage that floats in the air where Buddahead will play May 10.

It’s all an experiment in Second Life but the virtual web is inevitable. The pioneers will be prepared for it.


“The divide between the publishers and the public is collapsing. This turns mass media upside down. It creates media of the masses.

How does business change when everyone is a potential publisher? A vast new stretch of the information world opens up. For now, it’s a digital hinterland. The laws and norms covering fairness, advertising, and libel? They don’t exist, not yet anyway. But one thing is clear: Companies over the past few centuries have gotten used to shaping their message. Now they’re losing control of it.

“Want to get it back? You never will, not entirely.” –businessweek 2006


  1. Thanks for the mention Mark!!!! Hope to see you at the event.

  2. Raman says:

    Hi Mark,
    This is Raman from Buddahead. Hope to see you on May 10th. Thanks for the mention.

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