App

Web Applications

Organizations have experimented with Web apps since the inception of websites as public relations tools. Early examples included directories and store locators, forums and chats, and search and order processing tools. Organizations also created widgets (also known as gadgets)—short portable chunks of HTML code used to display organization-related information. Desktop widgets were provided to users to download and display on their [Page 39]personal computer, while Web widgets were intended for installation on the user's webpages for viewing by visitors. Widgets were deployed to stream news headlines, weather updates from resorts and remote locations, stock quotations, traffic updates, status updates, and videos or rotating photographic images based on the interests of the user.

Web apps are especially evident today on social networking venues, such as Facebook, where for example organizations can feature up to 12 apps on a Facebook page. These include Facebook-provided apps, such as Events and Photos. Owners also can feature free or paid apps available from third-party app developers sanctioned by Facebook. Or Facebook-page owners can pay for development of a custom app that performs a unique function, such as promoting a product or cause via an entertaining game or contest.

Mobile Applications

The term app is synonymous with specialized software programs downloaded to smart phones and computer tablets. Apps provide users direct access to information or entertainment fare without the delays or distractions that can result from opening their mobile Web browser. Apps usually feature limited functions and thus are simpler to use. Content can be personalized to the user, who can customize the app's layout and functions based on personal preferences.

Mobile apps serve the same public relations purposes as Web apps. Users can seek answers to everyday questions, improve personal productivity, access news or information, enhance quality of life experiences, be entertained, request information, and place reservations or orders online. Public relations-related content includes, but is not limited to, product selection and use guides, maps and travel directions, transportation and events schedules, coupons and promotional offers, virtual tours, news updates, interactive games and quizzes, contests and sweepstakes, and promotional multimedia presentations.

Organizations can create simple custom apps using do-it-yourself online services or license the use of already existing apps from an app developer. These white label apps allow sponsors to feature their own brand and allow limited modifications to an app's appearance and functionality. Similar to Web apps, organizations can retain an app development firm to create a custom mobile app offering proprietary or complex functions.