Public Relations and New Media Technologies

PR and New Media Technologies

Table of Contents

Trends
Expanding capabilities
Decreasing prices
Internet – multifaceted mass medium (different configurations of communication)

Traditional Approach
One – Way Comm.
Changing Models of Communication

One – Way Comm.
Two – Way Comm.

One – Way Comm.
Two – Way Comm.
Multidirectional Comm.

Changing Models in Communication
Characteristics:
Emphasis on the SENDER (sender based model)
Existence of a communication gatekeeper

New Model
Direct access to information (no gatekeeper)
Receiver based model !
Shift of power

A message can be distributed:
1 . Point – to – Point
2. Point – to – Multipoint
3. Point – to – ServerNarrowcast
4. Server Broadcast
5. Server Narrowcast

4. Server Broadcast
SOFTWARE

4. Server Broadcast
LOG-IN NAMES
+ PASSWORDS

4. Server Broadcast
SOFTWARE

4. Server Broadcast
AUTHORIZATION

Implications of New Technology on PR
Productivity and Efficiency
PRO
CON
Speed of transmission
Increased timelines of messages
Productivity, efficiency, effectiveness
Information overload (for PR agents, journalists, other publics)
Sending messages is more difficult
Need for constant technological updates

Research and Evaluation
On-line surveys
Internal / external participants
Reduced cost
Real-time evaluation
Safe storage of results
Easier to:
manage media lists
Distribute press releases
Track publicity : on-line groups, magazines, newspapers, web-traffic
Access past data (archives)

Information Retrieval and Distribution
E-mails, Web, FTP: transfer and archive information simultaneously
Receive information in real-time
Easier to distribute information: text, audio, video

PR Roles
Easier to detect emerging issues
More power to present info for superiors and subordinates
New methods of communication with publics
Easier to manage crisis

Challenges in Incorporating New Technologies:
The perception of Cyberspace:
Information sabotage
Privacy and copyright concerns
Negative image of the Internet: sexual, racist, politically unpopular information
Incorporating New Technologies price and usage:
Internet users: wealthier and more highly educated
Difficult to navigate certain websites
Easier to access than to create / design / manage websites

Interactivity & Two-Way Communication
Internet users: psychologically unique, computer-oriented publics
Interactive Media: information + marketing tool
Important to define your audience and devise appropriate tactics to reach them

Power and Information Control
Sender Receiver Model
Before: information distributed by large, well-financed broadcast and publishing companies
Now: independent publishing is just as important: good ideas are promoted regardless of money
WEB : equalizer
Organizations need to worry about:
Individuals
Opposition groups
Large and small competitors
PR agents: build communities

Study Results
Content Analysis:
Sample: 1,200 – 1,600 members of PR FORUM
Purpose: identify the types of technologies mostly discussed since the creation of PR FORUM
Results:
The most mentioned category: WWW
E-mail: contact purpose
Recommendations of websites was also popular
Requesting software information and recommendations

Study Results
2. Mail Questionnaire:
Sample: 750 PR practitioners
Purpose: Determine the impact of the Internet on themselves, their org. and the PR field
Results:
94% had access to the Internet
63% had websites
76% programmed by IT departments; 16% by PR
86% influenced the design
9% subscribed to services that monitor newsgroups
Neutral towards negative attitudes about
Effectiveness of the org.’s use of multimedia capabilities
Own competency in creating multimedia materials
Strong agreement: helping the org. compete with larger organizations
Agree: allows hostile groups to change public opinion
Internet used to monitor trends and issues in the environment
Information overload: problem
PR material doesn’t need to be entertaining