COMM321 - PR & New Media Technologies


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COMM321 Principles of Public Relations, In-Class Group Presentation, University of Nicosia, Cyprus (May 2010)

Topic: An analysis of the impact of emerging digital technologies on the PR function.

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  • Because of luck of space in the press and time, most of the companies nowadays before even they announce any news in the press, they upload it in you tube, twitter, they write in different blogs. In this way, they are sure that they are there, they exist online, and that for sure people will watch it.
  • Example: 1. Newspapers before was taken in the kiosk as now you wake up and go to the computer and read the newspaper. 2. Ask the students who don’t have a facebook or twiter acount. And then we tell them that is not possible any more not to be in the internet otherwise you do not exist. How do we expect then the companies not to exist in the internet, since we as simple people, we almost all use the internet. And from the moment that they exist online they pr online as well.
  • COMM321 - PR & New Media Technologies

    1. 1. COMM-321 - PRINCIPLES OF PUPLIC RELATIONS CLASS PRESENTATION By: Constantina Kyriakou Emil Donchev Marian Zinn Irene Athanasiou
    2. 2. analysis of effects of the digital revolution on PRoverview of how changes in the digital environmentinfluence responsibilities & tactics of PR practitionersand what new tools are available to effectivelycommunicate with organisations’ publics.
    3. 3.
    4. 4.  The Digital Revolution Definitions of new media technology Effects on communications Media production & consumption Affects on PR? PR 2.0! New Media Tools & tactics for PR Examples of Application of New media Conclusion
    5. 5.  The Digital Revolution is the change from analog and mechanical electronic technology to digital technology, that has taken place since c. 1980 and continues to the present day. Wikipedia
    6. 6. A computer network consisting of a worldwide network of computer networks that use the TCP/IP network protocols to facilitate data transmission The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. Wikipedia
    7. 7. - 3G refers to the third generation of mobile telephony (that is, cellular) technology. The third generation, as the name suggests, follows two earlier generations.
    8. 8.  Generallyknown as iTV, describes a number of techniques that allow viewers to interact with television content as they view it. Wikipedia
    10. 10.  Digital technology allows for true interactive communications Meaning: messages can be responded to more or less instantly. This can lead to a dialogue where participants contribute and listen to a conversation. Interactive communications can be defined -> two-way model of communications enabling all participants to contribute to the content in the communications process. users of Internet are now creating content, rather than brands and organisations.
    11. 11.  Anyone can now create and publish content communications are now in the hands of many rather than few, how it used to be with traditional media. referred to as user-generated content Demonstrated by people uploading videos on YouTube and writing their own blogs. The Internet, and increasingly the television are the main drivers of interactive communications
    12. 12.  Digital empowers organisations to personalize messages & communicate with their publics on a one- to-one basis. Through databases organisations collect and store information on every individual they interact with. This enables them to create direct communications based on individual’s preferences.
    13. 13.  messages are more customised and personal-> leading to closer relationships breakdown from one-way mass communications to two-way personalized communications. permission-based communications -> individual becomes active information seeker, who expresses an interest before messages are being released
    14. 14.  Digital technologies enable mobile and wireless communications. Allows us to access information, publish content and communicate in real-time at any location reachability, the opportunity to stay in touch and more convenience
    15. 15.  Digital technology has led acceleration in which information spreads between people all around the world. Communications can now be conducted at fast electronic speed information is distributed over the Internet instantly leading to the compression of time and space new digital platforms allow democratic and open environment that gives influence back to the people of the public rather than organisations.
    16. 16.  Media diversification Media fragmentation Media convergence
    17. 17.  Digital technologies now allow anyone to create content & publish it for a minimal cost e.g. anyone can get a digital camera, create a video and publish it on YouTube with the potential to attract the attention of many people. Leads to increased choice and competition of media channels, contributors and content available. Media is become more diverse - example movement from broadcasting to narrowcasting.
    18. 18.  choice of media has become huge fragmentation of audiences between different media and across various channels. diverse content is available over the various platforms of Internet, broadcasting and print press In the future it will be increasingly difficult to reach mass audiences through one media channel like television.
    19. 19.  Another trend in media is technical convergence refers to a bringing together of multimedia content accessed through one multimedia device. different formats such as audio, text, still and moving images, previously required multiple devices to receive, like a a seperate computer, TV, radio or newspaper can now all be accessed through one multi- purpose device like the iPhone.
    20. 20. 
    21. 21.  PR 2.0. Establish specific targets/building strong relationship More quick and effective communication Higher expectations from the audience Public transformed in active information seekers More difficult to read large audiences Viral campaigns and Word-of-mouth Importance of opinion leaders online
    22. 22.  Search Engine Optimization (Google) Web Analytics Social Networks (Facebook, Twitter, MySpace) Video Press Releases E-mail and Instant Messages Databases and Mailing Lists RSS (Really Simple Syndication)
    23. 23. 
    24. 24.  “The role of the PR professional is increasingly a 24/7 job, as the complexity, reach and speed of communications has exploded. PR people need to continuously monitor the virtual and traditional environments, listen and participate in conversations and proactively come up with innovative, distinct ideas that will achieve attention and engage audiences with an organisation. Technology will continue to develop exponentially and the way people get their information keeps on changing, impacting on PR professional’s practices and tactics. The 21st century communicator is given the control to spread and receive information like never before...
    25. 25. 
    26. 26.  Any questions?  Black, A. (2008), The future of PR, PR Week [Online] Available at [Accessed on 12 May 2010]  Brown, R. (2007), The Future of PR, Video Podcast [Online] Available at [Accessed on 12 May 2010]  Breakenridge, D. (2008), PR 2.0: new media, new tools, new audiences, Financial Times Press: New Jersey  Fill, C. (2009), Marketing Communications: Interactivity, Communities and Content, Pearson Education Limited: Essex  Gillin, P. (2008), New Media, New Influencers and Implications for the Public Relations Profession, Journal of New Communication Research [Online] Available at [Accessed on 12 May 2010]  Leonhard, G. (2008), PR2.0 and the Future of Public Relations, Video Podcast [Online] Available at [Accessed on 12 May 2010]  Nicholas, K. (2000), Internet is key to the future of PR, PR Week [Online] Available at [Accessed on 12 May 2010]  OgilvyPRWorldwide (2008), PR Professional of the Future , Video Podcast [Online] Available at [Accessed on 12 May 2010]  Smith, D. (2006), How will you watch TV?, The Guardian [Online] Available at http:// [Accessed on 12 May 2010]