PR AND NEW MEDIA Joni Wedderburn

THE PR INDUSTRY HAS BEEN SLOW TO ADAPT TO NEW MEDIA OPTIONS — TRUE OR FALSE?

NEW MEDIA’S IMPACT Social interaction Business/ stakeholder relationships Communications industries

Social interaction

Business/ stakeholder relationships

Communications industries

EVOLUTION OF PR PR previously adapted to new technologies Printing press Radio and TV broadcasting

PR previously adapted to new technologies

Printing press

Radio and TV broadcasting

FEAR Afraid of the technology New media: complex/ difficult Tool for IT professionals

Afraid of the technology

New media: complex/ difficult

Tool for IT professionals

UNFAMILIARITY Not utilizing Web to full capability Extensive use of traditional media Unwillingness to explore new technologies

Not utilizing Web to full capability

Extensive use of traditional media

Unwillingness to explore new technologies

COMFORT Top-down, one-way communication ‘ one message fits all’ ideal Journalists as ‘filters’

Top-down, one-way communication

‘ one message fits all’ ideal

Journalists as ‘filters’

MEASURING SUCCESS Print coverage Radio/ TV air time Web visits not as credible

Print coverage

Radio/ TV air time

Web visits not as credible

LACK OF TRAINING Training programmes lacking in big agencies Concern over billable hours Cost

Training programmes lacking in big agencies

Concern over billable hours

Cost

SPIN Plays a role in industry Easier to detect online Spreads quickly

Plays a role in industry

Easier to detect online

Spreads quickly

CONCLUSIONS New media an important component in today’s world New technology has altered business communications PR must adapt to ensure continued success

New media an important component in today’s world

New technology has altered business communications

PR must adapt to ensure continued success

REFERENCES Antony 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 . 2 nd 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 .

Antony 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 . 2 nd 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 .