Changing media landscape 08022011


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My presentation to students at Jyväskylä University,
The Business of Media in the Future
(mostly in English)

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Changing media landscape 08022011

  1. 1. The Changing Media Landscape JYU, The Business of Media in the Future Tiinu Wuolio, Medita Communication 8.2.20119.2.2011  
  2. 2. Who is talking »  PR consultant, co-owner and ceo of Medita •  an independent consultancy since 1997, located in Jyväskylä and Helsinki, turnover 900 000 euro in 2010, 13 employees in 2011 »  Clients: industrial and tech companies »  Expert service providers »  A member of MTL Finland and Worldcom Public Relations Group »  Ex-journalist, ex-chair of the council of the Union of Journalists in Finland (1995-98)9.2.2011   2  
  3. 3. Medita – who we are »  Background in science journalism »  Specialised on contents and communication solutions for technology and industrial companies and expert service providers »  Core competence in strategic interest group communication, including planning and consulting •  internal communication •  media relations services •  contents and publications •  web solutions and social media services9.2.2011   3  
  4. 4. The Old Media’s Decline »  Quickly changing media consumption habits challenging the business model and journalism as a profession »  The traditional press growing in the developing countries where social media takes a role as a catalyst in radical changes – #Egypt »  In the western world the use of online media, social networking, blogging, and video growing »  Some experts say this will not happen as fast in Finland – more than 40 % of Finns (age 16–74) in the Internet »  Some expect iPads and tablets to save the old media, others say they will accelerate the development9.2.2011   4  
  5. 5. The Use of Social Media in Finland9.2.2011   5  
  6. 6. The Use of Social Media in Finland9.2.2011   6  
  7. 7. Willing to Pay for Copies? »  However, commercial pressure and tech changes are leading to copy-pasted contents in various channels (Pekka Pekkala) » +journalismin/1135254397882 (in Finnish) »  Who will pay for the copies »  Original content growing more and more important »  Emerging grey area between PR and journalism, new forms of sponsored contents, like Starbucks (quality content for free at the café) or Kaiser Health News and Intel’s Free Press »  The future of quality content?   7  
  8. 8. 9.2.2011   8  
  9. 9. 9.2.2011   9  
  10. 10. The New Role of PR9.2.2011   10  
  11. 11. 9.2.2011   11  
  12. 12. Rob Flaherty @Ketchum h.p://­‐path-­‐to-­‐unique-­‐value/  9.2.2011   12  
  13. 13. And the Winner is… PR? According to Rob Flaherty, PR has the ability to »  offer a peripheral vision across multiple stakeholders (consumers, influencers, employees, investors, regulators) »  create content that is well received by the audience, and to engage and deliver at a hyper-local level »  understand targets and identify insights that move markets »  produce creative content that captures imaginations and flies across increasingly free distribution channels »  offer analytics that prove ROI9.2.2011   13  
  14. 14. … or Journalism Reborn?9.2.2011   14  
  15. 15. Who Will Deserve Your Trust?9.2.2011   15  
  16. 16. What will Change and How Fast? »  The importance of the old media has not vanished yet »  Media relations with print journalists expected to decrease but they increased 2007–2010 (European Communicator Monitor 2010) »  Interdependence emerges between traditional media, PR and social media and this keeps on changing all parties in the field of communication9.2.2011   16  
  17. 17. Who will provide the most capturing content and the most reliable source of information?9.2.2011   17  
  18. 18. Being a pro in the field of communication Recognize the interest groups and produce meaningful contents to them9.2.2011   18