Changing media landscape 08022011
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Changing media landscape 08022011

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My presentation to students at Jyväskylä University,...

My presentation to students at Jyväskylä University,
TTKS310/JOUS014/YVIS432
The Business of Media in the Future
(mostly in English)

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    Changing media landscape 08022011 Changing media landscape 08022011 Presentation Transcript

    • The Changing Media Landscape JYU, The Business of Media in the Future Tiinu Wuolio, Medita Communication 8.2.20119.2.2011  
    • Who is talking »  PR consultant, co-owner and ceo of Medita •  an independent consultancy since 1997, located in Jyväskylä and Helsinki, turnover 900 000 euro in 2010, 13 employees in 2011 »  Clients: industrial and tech companies »  Expert service providers »  A member of MTL Finland and Worldcom Public Relations Group »  Ex-journalist, ex-chair of the council of the Union of Journalists in Finland (1995-98)9.2.2011   2  
    • Medita – who we are »  Background in science journalism »  Specialised on contents and communication solutions for technology and industrial companies and expert service providers »  Core competence in strategic interest group communication, including planning and consulting •  internal communication •  media relations services •  contents and publications •  web solutions and social media services9.2.2011   3  
    • The Old Media’s Decline »  Quickly changing media consumption habits challenging the business model and journalism as a profession »  The traditional press growing in the developing countries where social media takes a role as a catalyst in radical changes – #Egypt »  In the western world the use of online media, social networking, blogging, and video growing »  Some experts say this will not happen as fast in Finland – more than 40 % of Finns (age 16–74) in the Internet »  Some expect iPads and tablets to save the old media, others say they will accelerate the development9.2.2011   4  
    • The Use of Social Media in Finland9.2.2011   5  
    • The Use of Social Media in Finland9.2.2011   6  
    • Willing to Pay for Copies? »  However, commercial pressure and tech changes are leading to copy-pasted contents in various channels (Pekka Pekkala) »  http://www.hs.fi/juttusarja/pekkala/artikkeli/Ilmaiset+uutiset+pelastavat +journalismin/1135254397882 (in Finnish) »  Who will pay for the copies »  Original content growing more and more important »  Emerging grey area between PR and journalism, new forms of sponsored contents, like Starbucks (quality content for free at the café) or Kaiser Health News and Intel’s Free Press http://newsroom.intel.com/community/intel_newsroom/free_press/ »  The future of quality content? http://blogit.hs.fi/piilaakso/2010/10/28/vapaata-journalismia-intelista/9.2.2011   7  
    • 9.2.2011   8  
    • 9.2.2011   9  
    • The New Role of PR9.2.2011   10  
    • 9.2.2011   11  
    • Rob Flaherty @Ketchum h.p://blog.prfirms.org/2010/11/our-­‐path-­‐to-­‐unique-­‐value/  9.2.2011   12  
    • And the Winner is… PR? According to Rob Flaherty, PR has the ability to »  offer a peripheral vision across multiple stakeholders (consumers, influencers, employees, investors, regulators) »  create content that is well received by the audience, and to engage and deliver at a hyper-local level »  understand targets and identify insights that move markets »  produce creative content that captures imaginations and flies across increasingly free distribution channels »  offer analytics that prove ROI9.2.2011   13  
    • … or Journalism Reborn?9.2.2011   14  
    • Who Will Deserve Your Trust?9.2.2011   15  
    • What will Change and How Fast? »  The importance of the old media has not vanished yet »  Media relations with print journalists expected to decrease but they increased 2007–2010 (European Communicator Monitor 2010) »  Interdependence emerges between traditional media, PR and social media and this keeps on changing all parties in the field of communication9.2.2011   16  
    • Who will provide the most capturing content and the most reliable source of information?9.2.2011   17  
    • Being a pro in the field of communication Recognize the interest groups and produce meaningful contents to them9.2.2011   18