New trends in media for public information dissemination


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The digital space is a huge potential for the Philippine government to tap on to spread the word about their programs. Are they ready to embrace the digital space?

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  • Good afternoon! What I’m going to report today is something all of us are familiar with already. New Trends in Media. By trends, I mean, what is currently happening in media and how is the public bodies in our community are using them to disseminate information for public consumption and engagement. Over the past months, the trends have been continuously evolving. It is important to note that the driving force for this evolution is largely due to the consumers. For instance, more companies and even government agencies are joining Facebook and creating their Timeline pages because the population growth of Facebook users in the country is stunningly remarkable. As of April 1, 2012, there are 27.7 million users of Facebook in the Philippines, making us the 8 th country in the world with the most number of Facebook users. This is out of the 95 million population in the country. So for communicators like us, the potential to reach out and spread information is huge. That’s a trend. But before I delve deeper into the new trends, let’s review and discuss the current trends we have.
  • At present, the following strategies are employed to disseminate public information. I think the important question we need to think about is, with the craziness of social media today, do we still need tri-media in disseminating public information? Very much, yes. (click on button)
  • 1. TRADITIONAL MEDIA ARE INSTANTLY RECOGNIZABLE. Chances are, the average person can recognize your city’s newspaper rather than the most popular blog in your area. Traditional media have been around longer than social media, and many have built recognizable and credible brands. 2. TRADITIONAL MEDIA GIVE YOU INSTANT STATUS. Because traditional media are recognizable and often seen as credible, getting exposure through them gives you instant status and credibility as well. On the other hand, being interviewed on a blog or web TV may not have the same effect. 3. TRADITIONAL MEDIA STILL REACH VAST AUDIENCES. As long as a traditional media outlet is still publishing or airing, chances are, it continues to reach a large enough audience to keep it viable. This is why many online stories take off only after traditional media talk about them. 4. SOCIAL MEDIA FEED ON TRADITIONAL MEDIA. Bloggers often write about what’s going on in traditional media, whether it’s a new TV ad or a story that ran recently in the news. If you land an interview in traditional media, you’re likely to catch the attention of social media as well. Furthermore, appearing in traditional media gives you something to post about in your own blog and in social networks. 5. TRADITIONAL MEDIA HAVE HUGE SOCIAL MEDIA PRESENCE. Traditional media outlets often also have an Internet presence, such as blogs and social networking profiles. Those with websites usually get more traffic than even the most popular blogs.
  • New trends in media for public information dissemination

    1. 1. New Trends in Media forPublic Information Dissemination By Nancy R. Cudis07/02/12 1
    2. 2. Current Trends Tri-media/mass media Press release Collaterals Website Social media07/02/12 2
    3. 3. (New) Trend # 1 The strength of digital space  Pro: Public information gets disseminated fast.  Challenge: The fast speed of digital media requires organizations to be just as quick in putting out information. Are they ready? =0eUeL3n7fDs&feature=related07/02/12 3
    4. 4. Philippines is 7th  More than 28.2 million users (out of more than 94 million in population)  Twitter: Anne Curtis, Sun.Star, L’Oreal Paris PH07/02/12 4
    5. 5. What to watch out for in the digital space Reporting to all stakeholders07/02/12 5
    6. 6. What to watch out for in the digital space Social TV convergence07/02/12 6
    7. 7. What to watch out for in the digital space Continued convergence  Gabii sa Kabilin QR Code Hunt07/02/12 7
    8. 8. What to watch out for in the digital space Social commerce07/02/12 8
    9. 9. What to watch out for in the digital space New social networks Blogging will continue Print to tablet swap Digital subscriptions will increase Gamification Nation Talent acquisition goes social Development of new apps07/02/12 9
    10. 10. (New) Trend # 2 Convergence continues, and not just social  Pro: Strong reach through diversified communication tools  Challenge: The learning curve, the adjustment period Marketing + Brand Reputation Management + Public Relations + Digital Media + Sales + Others07/02/12 10
    11. 11. (New) Trend # 3 Integration of stories across multiple simultaneous channels and platforms  Pro: Increased reach, multimedia storytelling  Challenge: Determining the effective platforms that will work for your messages07/02/12 11
    12. 12. (New) Trend # 4 Content is new marketing  Pro:Clear and strong communication  Challenge: Organizations also need to think of themselves as “media outlets” because they have the information. Great content + engagement = success Social media is here to stay, so deal with it.07/02/12 12
    13. 13. (New) Trend # 4 Organizations will be defined by communication  Pro: More customer engagement  Challenge: The punishment for failing to listen, engage, anticipate and respond effectively to the customers will be severe07/02/12 13
    14. 14. What to rememberTri-media is still powerful. Instantly recognizable Gives one instant status Still reach vast audiences Social media feed on traditional media. Traditional media have huge social media presence.Word of mouth is still powerful.07/02/12 14
    15. 15. Grand Halad sa KapamilyaTri-media (mass dyAB, MOR Cebu, ABS-CBN,media) columns, radio plugsPress release Columns, online announcementsCollaterals Tarpaulins, streamers, flyers,Website www.tinyurl/haladSocial media Facebook, TwitterOthers Online announcements in other sites, word of mouth07/02/12 15
    16. 16. Last points to remember Explore new ways of disseminating public information. Learn from best practices. Not all social media networks will work for you. (Ex. DSWD, SSS, DENR) The customer is still king—before, during, and after public information dissemination. They own the brands.07/02/12 16
    17. 17. Questions?07/02/12 17
    18. 18. Sources: http://prsay.prsa.org07/02/12 18