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Public Relations through Google-tinted Glasses

by Nikkie Chamberlin, Colourworks PR

We all know that the launch of Google’s wearable computer, Google Glass, has arguably been the biggest tech news of 2013, with over 1000 technophiles frantically testing and creating reviews of the device. It has been touted by the tech elite as one of the leaps forward of recent times.

While the device is officially set for release in 2014, the world has been frantically deliberating as to what Google’s augmented reality will mean for modern life. Its inevitability has had mixed responses.


Five marketing experts were recently asked how they would position Google Glass to make sure it achieves mainstream success. Viewpoints varied from the power of the carefully curated influencer group of nerds and celebrities with their massive followers to this is something that only the geekiest of the geeks would ever want to wear. Others want Google in their chosen pair of glasses.

Various video reviews with cool nerds negotiating New York streets trying not to trip on camera have appeared on Youtube, racking up views as interest mounts. Naturally, professionals are beginning to talk about what the technology will mean for their industry, especially those who work in media.


In order to stay ahead in the game, we should all try and wrap our heads around what this new technology will mean for our industry.

In a recent PR Net talk, Louise Marshland, a prolific South African journalist and co-creator of Trendlives.com claimed that Google Glass would change the public relations industry as reputation matters more. Imagine a Glass user walking into a restaurant and immediately being confronted with a restaurant review on their interface. Now, what’s being said about the establishment has more immediate and intense real-world implications than ever before. If the user’s are shown a negative review, they’re sure to leave before they touch a seat.

What is being said about your client on the internet? In Glass’ world, it becomes more crucial than ever because it could be the first thing users engage with. Essentially, Google Glass brings the information on the web into the real world in a way we have never experienced before.

According to Adage.com, Glass apps aren’t allowed to carry advertising, so if brands want to get their message out first, they will need to be content-centric. This opens up a massive space for public relations to dominate.

It also means that if you and your clients are still reluctant to “go digital,” you are going to be left behind. It may seem like a tough reality to deal with, but it is a reality nonetheless. Google’s reality.

Written by Nikkie Chamberlin, Colourworks PR

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