2. Implications For Content Or MessagesPresentation Transcript
PREPARED BY: NAME MATRIX NUM. TATINORHAJAR BT MOHD JAKERE 2010485776 NOR AZZURA BT MOHD DARUS 2010420236 MUHAMMAD LUTHFI AZZAMUDDIN BIN MOHD MUNIM 2010414444 INTAN BAIRUHA BT ABDUL MALEK 2010423214 NUR FARAHAIN BT BINJAMIN 2010857976 KHAIRULDIN BIN MOHD IZZUDDIN 2010203192 BASHIRA BT KHUSAINI 2010482478
Technologies such as blogs, podcasts, and websites generally help PR practitioner to deliver their messages widely specifically to their targeted audiences.
The style of contents also changes- expanded use of audio and video files- makes the content more attractive.
The messages also can be adapted to mobile media formats.
1. WEB 2.0
Web 2.0 is a term that is used to denote several different concepts.
It’s incorporated a strong social component, involving user update, and friend links.
It is also encourage user-generated content in the form of text, video and photo posting along with comments and tags.
The simplest example: social networking sites (Facebook, Twitter and Google Plus)
(Cromode & Krishnamurthy,2008)
Interesting features of Web 2.0:
Users as first class entities in the system, with prominent profile pages including such features (age, sex, location and comments about the user by other users).
Ability to communicate or interact between users via links to other users who are friends, membership in groups or RSS feeds (subscription) of updates.
Ability to post content in many forms like photos, videos, blogs, and comments. It also allow user to tagging of own or others’ content and ability to control privacy and sharing.
(Cromode & Krishnamurthy,2008)
Web 2.0 is associated with the publishing site, syndicated to other sites, aggregated to RSS readers and email, and short content or alerts directed to cell phones.
Web 2.0 makes thing easier like video sharing, voice calling, and updating contents.
Web 2.0 encourage people to communicate without boundaries (eg: Twitter, Facebook, Skype)
Web 2.0 Data Travels: Path from content creator to content consumer (Cromode & Krishnamurthy,2008)
Called as the “read only web”.
Invented by Berners’ Lee : Vision “The dream behind the Web is of a common information space in which we communicate by sharing information.” (Berners-Lee, 1998)
There was very little in the way of user interaction or content contribution.
Characteristics of Web 1.0
1 ) General attributes:
Fairly static information
Typified as ‘brochureware’
2) Elements of web page:
Images, navigation icons, text, menu
3) Writing style:
Impersonal, professional, descriptive, statements of fact
4) Linking structure:
Minimal, unchanging, little interaction between sites
The distinguishes between Web 2.0 & Web 1.0
Web 1.0 Web 2.0 1) Site structure
a ‘bow–tie’ structure (Broder, et al. , 2000 )( individual sites typically adopted an approximately hierarchical structure, with a front page leading to various subpages, augmented by cross–links and search functions)
content is centrally updated at somewhat predictable intervals.
More to real–world social networks (show somewhat different structures, due in part to implicit bi–directionality of links).
a lot of user generated content, it is not uncommon to have small incremental additions to the site.
2) Advanced structure
all links and pages can be treated essentially equally.
requires looking at different link types (friend links, navigation links, etc.) and page types (user pages, content pages, etc.) to understand.
3) Site mechanism & incentives
most sites have links to external sites and users may easily follow links to other sites.
many sites encourage users to spend as much time as possible on their site (There are strong incentives for increasing such stickiness : opportunities for higher advertising revenue)
Play video: http://youtu.be/YXFYkbQRgY4
2. VIDEO NEWS RELEASE (VNR)
Definition: the television version of the printed press release, translating the printed word into the language of moving pictures (US Consumer Product Safety Commission,2011)
It is similar to documentary but it is more to introducing a product ( not advertisement) or informing people about an issue by PR practitioner especially.
VNRs can be view or download through online by journalists anytime that they want to use it.
VNR also may contains an interview with a person that was unavailable to a mass media event.
VNR includes video of the product which is edited to make it easy for TV news producers to air the video on newscasts and slates which are easy-to-read full-screen graphics that provide the details of the recall.
VNR is being used to be manipulated for propaganda.
The contain of VNR may from fake reporters.
1) New adidas Soccer Shoes for 2011/2012
3. EMERGING MESSAGE TECHNIQUES
This is the emergence form of two/ more sets of data, called “mash-up” media.
In Web development, a mash-up is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services (Wikipedia Definition)
The term implies easy, fast integration, frequently using open APIs and data sources to produce enriched results that were not necessarily the original reason for producing the raw source data.
It provides users a detailed, interactive, and useful outlook of information.
It helps PR practitioner to find relevant scholarly research in a timely, cost-effective fashion in conducting research.(eg: Google scholar, CrossRef)
It minimized application data management: By leveraging third party data providers, you can ensure reduced costs related to maintaining and updating your own data repositories.
It reduced development effort: Involves taking advantage of business logic which has been thoroughly tested and designed to solve a particular domain problem, and is maintained by a specialized service provider.
Unlimited data sources based on standards: swapping between the growing number of data sources available on the web can create an exponential number of possibilities for all your developments.
Example: Google Developer Day - Mashup Showcase
The rise of multimedia PR gives public relations professionals new ways to reach target audiences in non-traditional settings.
To be sure, the rich media revolution is shaking up public relations contents and messages.
While the fundamentals of PR remain intact, the rules of engagement are changing. Press releases are becoming video news releases, for example, and corporate events are broadcast over the Internet.
Competing for mind share in a multimedia landscape requires a thoughtful strategy and the tools to execute it.
As far as our concern, the world we are living now has evolved into tremendous form of new era. Technologies we have nowadays are far greater excellent from the past. We could possibly do anything on what we want at our fingertips.
Technologies we have right now bring impact on how we perceive our life and the way we conducting it. It also give impact to most area, including Public Relations (PR) field. PR has being affected from many aspects due to the new technologies created. The evolution is still going on today.
Berners-Lee, T. (1998), “The World Wide Web – a very short personal history”
Cormode, K. (2008, June 2). Volume 13 Number 6: Key Differences Between Web 1.0 and Web 2.0. Retrieved September 2011, from First Monday: http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2125/1972
Evans, D. M. (2006, November 8). The Evolution of the Web- From Web 1.0 to Web 4.0. Retrieved September 30, 2011, from Centre for Security, Communications and Network Research: www.cscan.org/presentations/08-11-06-MikeEvans-Web.pdf