Public Relations Slow To Adapt To New Media
Transcript of Public Relations Slow To Adapt To New Media
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PR AND NEW MEDIA
Joni Wedderburn
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THE PR INDUSTRY HAS BEEN SLOW TO ADAPT TO NEW MEDIA OPTIONS — TRUE OR FALSE?
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NEW MEDIA’S IMPACT
Social interaction
Business/ stakeholder relationships
Communications industries
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EVOLUTION OF PR
PR previously adapted to new technologies
Printing press
Radio and TV broadcasting
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FEAR
Afraid of the technology
New media: complex/ difficult
Tool for IT professionals
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UNFAMILIARITY
Not utilizing Web to full capability
Extensive use of traditional media
Unwillingness to explore new technologies
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COMFORT
Top-down, one-way communication
‘one message fits all’ ideal
Journalists as ‘filters’
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MEASURING SUCCESS
Print coverage
Radio/ TV air time
Web visits not as credible
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LACK OF TRAINING
Training programmes lacking in big agencies
Concern over billable hours
Cost
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SPIN
Plays a role in industry
Easier to detect online
Spreads quickly
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CONCLUSIONS
New media an important component in today’s world
New technology has altered business communications
PR must adapt to ensure continued success
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REFERENCESAntony Mayfield, (2008). Can PR Evolve Quickly Enough? [online] Available from: <http://www.antonymayfield.com/2007/11/28/can-pr-evolve-quickly-enough/> [Accessed 17 February 2009]
David Henderson, (2009). The Changing Face of PR Leadership [online] Available from: <http://www.davidhenderson.com/2009/01/14/changing-face-pr-leadership/> [Accessed 17 February 2009]
Holtz, S., (2002). Public Relations on the Net. 2nd Edition. New York: Amacon, pp. 3-20.
Scott, D., (2007). The New Rules of Marketing and PR: How to Use New Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Hoboken: John Wiley & Sons, Inc., pp. 3-6, pp. 8-14.