An unprecedented opportunity awaits the Public Relations industry as we see trust shifting from traditional institutions to peers.  Mainstream media is becoming only one credible source among many.  In this world, messages can be challenged by every citizen on the planet. This means communications in the future requires far greater transparency and authenticity than in the past.  In response we find ourselves counseling clients on a myriad of new peer-to-peer platforms, including virtual worlds.

Virtual worlds provide opportunities to interact with customers and key stakeholders – often in new ways.  Imagine holding virtual worldwide meetings with employees using a forum they consider more personal and engaging.  Imagine building a replica of a new product and receiving real time feedback from customers during the development process.  Consider the impact of executives involved in a global media event broadcast directly from the trade show floor (or industry conference).

Gartner predicts that 80% of active internet users will have an avatar by 2011.   While Second Life is the current leader in terms of media attention and participation, we’re seeing strong growth in a host of alterative virtual worlds, including Whyville, Kaneva, HiPiHi (in China), Multiverse and There. Each caters to a different audience based on age, culture, gender or interest.

The communications implications are clear. While the population of virtual worlds is still relatively small, its individuals punch above their weight. They are the pioneers, and like all pioneers, weld disproportionate influence on the masses that follow. In Second Life alone, more than 100 instant chat messages are exchanged every minute. What are these people discussing?  Are we part of the debate?