PewInternet.orgPublic Relations in the Networked AgeThe new information ecosystem of e-patientsPRSA – Health AcademyIndian...
What is Pew? A “fact tank”?“Tell the truth, and trustthe people”-- Joseph N. Pew, Jr.http://bit.ly/dUvWe3http://bit.ly/100...
3“Tweckle (twek’ul) vt. Toabuse a speaker to Twitterfollowers in the audiencewhile he/she is speaking.”
4
5“Tweckle (twek’ul) vt. Toabuse a speaker to Twitterfollowers in the audiencewhile he/she is speaking.”we need a tshirt, "...
Networked patients and the triplerevolution1) internet/broadband2) mobile connectivity3) social networking; social media
Lisa Kimbell email:“If youre reading this its because Imanaged to convince Peter to send itwhich makes me very happy even ...
Meaning of P+T for public relations• Social world has moved from tight groups andorganizational hierarchies to looser and ...
Three tech revolutions
Digital Revolution 1: BroadbandInternet (85%)0%10%20%30%40%50%60%70%80%June2000April2001March2002March2003April2004March20...
Networked creators and curators (among internet users)• 69% are social networking site users• 59% share photos and videos•...
Internet and health
Other key facts• Women do many things for e-health at greaterlevels than men• Search engines are by far the most likelysta...
Impact on health public relations• More volume, velocity, and variety ofinformation• New pathways to customers / tastemake...
Revolution 2: Mobile – 89% of adults51% smartphones / 31% tablets321.7Total U.S.population:315.5 million2012
Apps > 50% of adults22%29%38%43%0%10%20%30%40%50%Sept 2009 May 2010 August 2011 April 2012% of cell owners who havedownloa...
Mobile Health Information: Demographics31%(among all cell owners)45%(among smart phone owners)Men 29 46Women 33 45Age18-29...
Health and mobile – self-tracking21% use technology -- 7% use apps
• Attention zones change– “Continuous partial attention”– Deep dives– Info snacking• Real-time, just-in-time searches and ...
9%49%67%76%86% 87% 92%7%8%25%48%61%68% 73%6%4%11%25%47%49% 57%1%7%13%26%29%38%0%20%40%60%80%100%2005 2006 2007 2008 2009 2...
Health and social networks
• Composition and character of people’s socialnetworks changes AND networks becomeimportant channels of …– learning– trust...
• More demands fortransparencyA few more thoughts• More attempts athacking, breakingand entering, andmessing with you
Health outcomes payoff• Monitoring• Interventions andreinforcement• Skills training – meds/devices• Emotional and social s...
Be notafraid
Thank you!
Public Relations in the Networked Age
Public Relations in the Networked Age
Public Relations in the Networked Age
Public Relations in the Networked Age
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Public Relations in the Networked Age

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Lee Rainie will discuss the Pew Research Center's Internet & American Life Project’s latest research on how people get, share and create information in the digital age. Rainie will also discuss the Project’s specific findings on the rise of e-patients, as well as how access to health and medical materials continues to evolve.

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Public Relations in the Networked Age

  1. 1. PewInternet.orgPublic Relations in the Networked AgeThe new information ecosystem of e-patientsPRSA – Health AcademyIndianapolisMay 3, 2013Lee Rainie (@Lrainie): Director, Pew Internet ProjectEmail: Lrainie@pewinternet.org
  2. 2. What is Pew? A “fact tank”?“Tell the truth, and trustthe people”-- Joseph N. Pew, Jr.http://bit.ly/dUvWe3http://bit.ly/100qMub
  3. 3. 3“Tweckle (twek’ul) vt. Toabuse a speaker to Twitterfollowers in the audiencewhile he/she is speaking.”
  4. 4. 4
  5. 5. 5“Tweckle (twek’ul) vt. Toabuse a speaker to Twitterfollowers in the audiencewhile he/she is speaking.”we need a tshirt, "I survived thekeynote disaster of 09"its awesome in the "I dont want toturn away from the accident because Imight see a severed head" waytoo bad they took my utensils away w/my plate. I could have jammed thebutter knife into my temple.
  6. 6. Networked patients and the triplerevolution1) internet/broadband2) mobile connectivity3) social networking; social media
  7. 7. Lisa Kimbell email:“If youre reading this its because Imanaged to convince Peter to send itwhich makes me very happy even thoIm sure it makes Peter feeluncomfortable. Im sending a check outto Oregon today…. Since most of us arefar away, we cant do much of that butwe can provide some cash to reduce thestress of figuring out how to deal withthe day-to-day while theyre dealingwith something way more important.”Blogger Jessica Lipnack:“… because you are reading thispost, you are connected to P+T.Without their pioneering ideas andframeworks, this kind of connection,between you and me right now,would be very different.”Then she quotes Lisa Kimbell’s emailtext
  8. 8. Meaning of P+T for public relations• Social world has moved from tight groups andorganizational hierarchies to looser and morediverse networks – “networked individualism”• Networks have risen in trust / institutions havedeclined … but institutions can become network“nodes”• Networks have segmented and layered• Social media is a part of networking behavior• Amateurs stand beside experts as teachers andhelpers
  9. 9. Three tech revolutions
  10. 10. Digital Revolution 1: BroadbandInternet (85%)0%10%20%30%40%50%60%70%80%June2000April2001March2002March2003April2004March2005March2006March2007April2008April2009May2010Aug2011Dec2012Broadbandat homeDial-upat home68%3%
  11. 11. Networked creators and curators (among internet users)• 69% are social networking site users• 59% share photos and videos• 46% creators; 41% curators• 37% contribute rankings and ratings• 33% create content tags• 30% share personal creations• 26% post comments on sites and blogs• 16% use Twitter• 15% use Pinterest• 13% use Instagram• 14% are bloggers• 6% use Tumblr• 18% (of smartphone owners) share their locations; 74% getlocation info and do location sharing
  12. 12. Internet and health
  13. 13. Other key facts• Women do many things for e-health at greaterlevels than men• Search engines are by far the most likelystarting point for health queries• Half of health searches are for someone else• Better educated folks are health-seekingomnivores
  14. 14. Impact on health public relations• More volume, velocity, and variety ofinformation• New pathways to customers / tastemakers• Rise of “fifth estate” of media actors (includingcitizen “vigilantes”) – harder to controlmessage• More arguments and harder to assess threats• Collapsed contexts of messaging
  15. 15. Revolution 2: Mobile – 89% of adults51% smartphones / 31% tablets321.7Total U.S.population:315.5 million2012
  16. 16. Apps > 50% of adults22%29%38%43%0%10%20%30%40%50%Sept 2009 May 2010 August 2011 April 2012% of cell owners who havedownloaded apps
  17. 17. Mobile Health Information: Demographics31%(among all cell owners)45%(among smart phone owners)Men 29 46Women 33 45Age18-29 42** 66***30-49 39** 59**50-64 19* 34*65+ 9 11Race/ethnicityWhite, Non-Hispanic 27 42Black, Non-Hispanic 35* 47Hispanic 38* 49*Annual household incomeLess than $30,000/yr 28 35$30,000-$49,999 30 42*$50,000-$74,999 37* 56**$75,000+ 37* 68***Education levelNo high school diploma 17 21High school grad 26* 36*Some College 33** 50**College + 38** 61***
  18. 18. Health and mobile – self-tracking21% use technology -- 7% use apps
  19. 19. • Attention zones change– “Continuous partial attention”– Deep dives– Info snacking• Real-time, just-in-time searches and availabilitychange process of acquiring and usinginformation– Spontaneous activities– Be “ready for your closeup”• Augmented reality highlights the merger of dataworld and real worldImpact on health public relations
  20. 20. 9%49%67%76%86% 87% 92%7%8%25%48%61%68% 73%6%4%11%25%47%49% 57%1%7%13%26%29%38%0%20%40%60%80%100%2005 2006 2007 2008 2009 2010 2011 201218-29 30-49 50-64 65+Digital Revolution 3Social networking – 59% of all adults% of internet users
  21. 21. Health and social networks
  22. 22. • Composition and character of people’s socialnetworks changes AND networks becomeimportant channels of …– learning– trust– influence• Organizations can become media companiesthemselves …• … and “helper nodes” in people’s networksImpact on health public relations
  23. 23. • More demands fortransparencyA few more thoughts• More attempts athacking, breakingand entering, andmessing with you
  24. 24. Health outcomes payoff• Monitoring• Interventions andreinforcement• Skills training – meds/devices• Emotional and social supportamong peers• “Information prescriptions”• Amateur researchcontributions – onlinerecruitment, communities andclinical trials
  25. 25. Be notafraid
  26. 26. Thank you!

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