The Internet
&
Multimedia Integration
Joseph Stabb

THE INTERNET IN 2008

The Internet in 2008
• What is the internet in
2008?
– For years, many
organization have used the
internet solely as an online
brochure, but that style is
no longer acceptable.
– Many internet users want
to be interacted with when
visiting your site…you need
to entertain them to keep
them viewing.
© Matt Brit, Dec. 2006

The Internet in 2008…cont.
• How do you create this interaction?
– Add audio, video, and photos
– Blogs
– Forums/Message Boards
– Frequent Updates
– News/Calendar
– E-mail/E-newsletters
• Adding any of these can be cost effective for
any organization and easy to implement.

The Internet in 2008…cont.
• Who is using the internet now?

The Internet in 2008…cont.

The Internet in 2008…cont.
• Online migration is causing media to become
increasingly fragmented.
• Traditional media outlets, TV and Radio, are
now supplemented by a plethora of
information providing outlets
– Web sites/News sites
– Search Engines
– RSS Feeds

The Internet in 2008…cont.
• The prevalence of broadband connectivity is
reshaping the world of broadcast marketing
• Online video offers a medium that is more
accessible and less cost prohibitive than
traditional broadcast outlets (PR Tactics)
• As the internet grows, media convergence
becomes more prevalent in the daily life of a
public relations practitioner

The Internet in 2008…cont.
• Social Networking is expected to increase
even faster in 2008
– Add social network bookmarking to your site
– Some of these sites include
Facebook, MySpace, and del.icio.us

The Internet in 2008…cont.
• PR strategists are usually behind the curve in terms of
understanding how to leverage Web 2.0 technologies.
• Here are some tips to think about when approaching
the web…
1. Be willing to share control.
2. Build flexibility.
3. Take responsibility for Search Engine Optimization.
4. Continually listen and analyze.
5. Experiment with emerging technologies.
• This is very important if you want to stay ahead of the curve!!!

MEDIA CONVERGENCE

Media Convergence
• Media Convergence is
defined as the
integration of multiple
types of technology for
completion of a task or
many tasks.
• Media convergence is
happening now…has
been happening for
years…and will only
grow in the future.

Media Convergence…cont.
• Example 1
– The ‘USA Today’ is
expanding their
television unit by
implementing web only
shows and series pieces
– Gannett Broadcasting is
also looking for lucrative
partnerships to expand
even further in 2008 and
2009

Media Convergence…cont.
• Mobile Web is increasingly
emerging as a viable
information source when
designed and implemented
effectively
• Many people now use their cell
phones/blackberry devices to
check e-mail and surf the web
• Having information available in
this medium can be beneficial
to any organization

Media Convergence…cont.
• Many news stations are just starting to use the
mobile web to disseminate
information, especially local news stations
• The number of people using these sites are
increasing every year as wireless networks get
faster and more sophisticated phones are
offered on the market.

Media Convergence…cont.
• News 4 (WIVB) in
Buffalo, NY, launched its
mobile website in 2007
called “News 4 To Go”
• Notice the simple
design…most cell
phones/wireless
connections are not
equipped to handle high
graphics, so we are back to
the essential beginnings of
the internet (more text than
graphics)

Media Convergence…cont.
• Designing for the mobile web…
• Use small graphics, both physical
size and file size
• 320 px width
• Under 100 kb
• Remember, there isn’t a lot of
space on a mobile device, so it is
key that you keep your message
simple and concise, even more
so than you would on the
internet

Media Convergence…cont.
• RSS Feeds are a MUST HAVE for any website in
2008
– RSS or Real Simple Syndication - a family of Web feed
formats used to publish frequently updated content
such as blog entries, news headlines or podcasts.
– Journalists, especially, use RSS Feeds to keep up-to-
date on what is happening in organizations.
– There are many websites and news aggregators that
journalists can use to pull all of these resources to a
single place for easy access to the information they
need and you provide.

Media Convergence…cont.
• Blogs/Forums/Bulletin Boards/Wiki
– It is easier than ever to find information on what
your key publics are thinking and saying
– These key concepts can all be used for different
reasons and should be being utilized in some way
by every organization both large and small, most
of which are FREE

Media Convergence…cont.
• Quick tips to incorporate new media tactics in
your web strategy
1. Create an RSS feed of your press releases
2. Add social network bookmarking links
3. Utilize a monthly podcast series
4. Start a public focused blog
5. Add videos to viral video sites about your
organization or cause
6. Start a wiki for your industry

MULTIMEDIA MESSAGING

Multimedia Messaging
• Messaging for multimedia formats is the same
as any other public relations campaigns you
have.
• You should be sure though, that you are
consistent with your messages and images no
matter what format you are communicating
in.

Multimedia Messaging…cont.
• Writing for the web or video (podcasts) is
more relaxed than your formal standard.
• You need to speak to people conversationally
to keep them interested in your message…this
is especially true for audio/video.
• People want to be respected and not treated
like they don’t understand.
• Just consider the medium when you sit down
to write.

ONLINE NEWSROOMS

Online Newsrooms
• An online newsroom is a public-facing website
that has information about your
organization, generally for the media.
• Most online newsrooms contain the essential
corporate press materials such as press
releases, searchable archives, press kits, low-
resolution and high-resolution, print quality
photographs, logos, audio, video, executive
biographies, public relations contact
information, scheduled events, company
history, and awards and honors.

Online Newsrooms…cont.
• What is a must have in an online newsroom?
1. Searchablility – journalists want the ability to
search for the content they need
2. Media Contacts with cell phone numbers
3. Press Releases – with associated links
4. Online Photo Library – both high/low resolution
photographs and logos – could also include
audio/video
5. Press Kits

Online Newsrooms…cont.
• Password Protection
– Many items in your online newsroom you may
want to password protect for two reasons
• Not all information is for everyone
• You want to track who is accessing the information to
better track your media coverage
– Journalists in general don’t have a problem with
this.

Online Newsrooms…cont.
• Online newsrooms are going to help the
journalist access the information as they need
it, when they need it and also make the
conversations you have with the media more
valuable.
• Almost 99% of journalists believe a company
should have an online newsroom

AUDIO/VIDEO INTEGRATION

Audio/Video Integration
• Audio and video is very quickly becoming an
important asset for any organization and their
website.
• “Video continues to deliver news and information
with unmatched impact and speed via
television, which dominates in its enduring ability
to attract audiences. Video that is
relevant, timely, and instructive will capture the
attention of both newsrooms and consumers.”
(Thomas, 2006)

Audio/Video Integration…cont.
• Peer-to-peer communications represents one
of the fastest growing categories for video
consumption
• “PR video and corresponding screenshots
should be used as dynamic content that will
liven up your organization’s web site while
supporting marketing initiatives and general
awareness of programs.” (Thomas, 2006)

Audio/Video Integration…cont.
• Audio/video can be placed anywhere on your site that
is appropriate
– Should definitely be in your online newsroom (b-roll)
• Top 3 Audio Formats
– .mp3
– .wav
– .mov
• Top 3 Video Formats
– .wmv (Windows Media Video)
– .mov (Quicktime)
– .mpeg

Audio/Video Integration…cont.
• Audio/Video Distribution
– Your website
– Video-sharing sites (YouTube)
• “48% of internet users have been to video-sharing sites
such as YouTube)

Audio/Video Integration…cont.

INTERNET & MULTIMEDIA
MEASUREMENT

Internet & Multimedia Measurement
• The Brief Review of Internet Metrics
– Key Terms & Definitions
• Hits – typically refer to the number of times a “file” is
requested from an internet site; typically reported weekly or
monthly; used to measure popularity of an item
• Unique Visitors – the number of different people who access
an internet site; fine measure of audience size
• Page Views – measures the number of times a particular
page is accessed during the measurement period; much
better reflection of the number of people that view a story
• Unique Page Views – reflects the number of unique visitors
who have accessed a particular web page during the
measurement period

Internet & Multimedia
Measurement…cont.
– Data Collection
• There are lots of software packages now that collect
the data and tabulate the information for you.
• Google Analytics is a good piece of software to use and
it is FREE, but you could also use other pieces of
software like WebTrends
– The data from these software packages will help to display the
information in easier ways to understand it and access it

Internet & Multimedia
Measurement…cont.
– Things to Remember
• Make sure you always exclude your own organization
from the data collection…this will cause your numbers
to be inflated and could be an ethical question
• Use this as a guiding principle for what information
people are accessing and current trends

Le Fin

REFERENCES

References
• Becker, A. (2008, January 14). 'USA Today' Expands TV Unit. Broadcast & Cable , p. 29.
• Brit, M. (2006, November). Retrieved February 18, 2008, from OPTE.org:
http://www.opte.org/maps/
• eMarketer. (2007). Who Doesn't Use the Internet?
• Jeffries-Fox, B. (2004). A Primer in Internet Audience Measurement. New York City: Institute for
Public Relations.
• LIN Television Corporation. (2008). Retrieved February 18, 2008, from News 4 To Go:
http://www.localwireless.com/wap/stations/?sid=49
• Media Convergence. The Economist.
• Rainie, L. (2008). Director. Pew Internet & American Life Project.
• Schipul, E. (2006, March). The Web's Next Generation: Web 2.0. Public Relations Tactics .
• Thomas, L. (2006, June). From Broadcast to Broadband: Video Evolves For A Multiscreen World.
Public Relation Tactics .
• Woodall, I. (2008, January 29). Director - Marketing/Sales. (J. Stabb, Interviewer)
• Yehuda, B. (2007, June). Harnessing the Power of Emerging Media: Broadband Connectivity is
Reshaping the World of Broadcast Marketing. Public Relations Tactics .

References…cont.
• Graphic – Slide 2
Brit, M. (2006, November). Retrieved February 18, 2008, from OPTE.org:
http://www.opte.org/maps/
• Graphic-Slide 4-5
eMarketer. (2007). Who Doesn't Use the Internet?
• Slide 7
Yehuda, B. (2007, June). Harnessing the Power of Emerging Media: Broadband Connectivity is
Reshaping the World of Broadcast Marketing. Public Relations Tactics .
• Slide 8
Schipul, E. (2006, March). The Web's Next Generation: Web 2.0. Public Relations Tactics .
• Graphic - Slide 9
Media Convergence. The Economist.
• Slide 10
Becker, A. (2008, January 14). 'USA Today' Expands TV Unit. Broadcast & Cable , p. 29.
• Graphic - Slide 15, 16
LIN Television Corporation. (2008). Retrieved February 18, 2008, from News 4 To Go:
http://www.localwireless.com/wap/stations/?sid=49
• Graphic – Slide 34
Rainie, L. (2008). Director. Pew Internet & American Life Project.