Livingston client BIA Information Network, maker of the Active Access brand of widgets, has teamed with The Public Relations Society of America’s National Capital Chapter to release a PR version of its widget! The desktop application keeps users apprised of upcoming networking events, programs, news, educational events, job postings, and podcasts.

The ActiveAccess application has been branded the National Capital Channel and can be downloaded through the chapter’s homepage or directly at http://www.prsa-ncc.org/content/view/386/25. The application provides a small branded Channel desktop icon on a user’s computer that will remain available whether minimized or enlarged. Information is live, pumped through users’ ethernet (or other Internet) connections.

As a "PR 2.0 person," I find this particularly interesting because it taps into two trends: Widgets and the need to consolidate content (otherwise known as social-media burn-out). Per the web strategist, web widgets are one of the strongest growing application areas of the Internet. Anyone who has been involved in online worlds can attest to the un-manageability of the many, many data forms thrown at us (Image credit: tooknap).

"We all know our inbox is overflowing with emails that we mentally segment into ‘must reads’ and ‘like to’ reads so it’s easy to miss updates from groups that we really do want to track," said MacKenzie Lovings from Active Access. "The PRSA application sits separate from the inbox… yet appropriately engages members with one-click access to valuable information and also alerts them to upcoming events. This is valuable because it makes it easy to be informed without much effort on PRSA members’ part. "

And we all know how much time PR people like to vest into reading publications.

A key component of the PRSA widget is the ability to customize. Because the PRSA-NCC can continuously change the content, the organization sees the new tool as a component of the Chapter’s new member communication and retention initiatives. ActiveAccess can also be customized among the chapter membership to deliver various types of information, including audio and video, or other targeted content based on user preferences and even zip code.

Larissa Fair is out sick today. Her regular Wednesday column will resume next week.