The  Networked  Age M. Larry Litwin, APR, Fellow PRSA Copyright 2009
Portions t aken from…
Portions t aken from…
The Networked Age <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Internet (and Interactive – Web 2.0/Blogs/W...
The Networked Age – The Mobile Decade <ul><li>Cross Platform </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digita...
You just need to...
Web 2.0 and Social  Networking Strategies   <ul><li>Users add value </li></ul><ul><li>Two way communication - participatio...
OK!
The Networked Age <ul><li>Cross Platform </li></ul><ul><li>News/Media Convergence </li></ul><ul><ul><li>Print </li></ul></...
Apple ®  Tops The Charts with  Digital Music
The  Big  Idea
A Drugstore Goes Online
The Networked Age –  Mobile Decade – 1:1 <ul><li>Cross Platform – Multiple Platform </li></ul><ul><ul><li>Print </li></ul>...
Basic Media Concepts <ul><li>Media mix </li></ul><ul><ul><li>The way various types of media are strategically combined in ...
Broadcast Media <ul><li>Transmit sounds or images electronically </li></ul><ul><li>Include radio and television </li></ul>...
The Structure of Radio
Radio <ul><li>Relies on the listener’s mind to fill in the visual element </li></ul><ul><li>Delivers a high level of frequ...
Categories <ul><li>Network Radio </li></ul><ul><li>Spot Radio </li></ul><ul><li>Syndicated Radio </li></ul><ul><li>Satelli...
The Radio Audience <ul><li>Station fans </li></ul><ul><li>Radio fans </li></ul><ul><li>Music fans </li></ul><ul><li>News f...
Clear Channel ®  Radio Makes it All About The Fans
Measuring the Radio Audience <ul><li>Dayparts </li></ul><ul><li>Coverage </li></ul><ul><li>Ratings </li></ul>
Radio Dayparts 8 a.m. – Midnight Sunday 8 a.m. – Midnight Saturday 11 p.m. or Midnight – 5 a.m. or 6 a.m. Overnights M-F 6...
Advantages of Radio <ul><li>Immediate </li></ul><ul><li>Target audience </li></ul><ul><li>Affordability </li></ul><ul><li>...
Disadvantages of Radio <ul><li>Listener inattentiveness </li></ul><ul><li>Lack of visuals </li></ul><ul><li>Clutter </li><...
Arbitron ®  Radio Ratings and  Media Research Information
Television <ul><li>Television advertising/PR is embedded in television programming </li></ul><ul><li>Most of the attention...
The Structure of the TV Industry
Programming Options <ul><li>Specialty television </li></ul><ul><li>Pay-per-view </li></ul><ul><li>Program syndication </li...
Public Service Announcements <ul><li>PSAs can run 10, 15, 20, 30 or 60 seconds </li></ul>
TV Dayparts Note: All Times are Eastern Standard Time (EST). Sa-Su 1:00pm-7:00pm Weekend afternoon Sa 8:00am-1:00pm Saturd...
Measuring the  Television Audience <ul><li>Rating points </li></ul><ul><li>Share of audience </li></ul><ul><li>Gross Ratin...
Advantages of Television <ul><li>Almost as immediate as  </li></ul><ul><li>radio (wireless technology) </li></ul><ul><li>P...
Disadvantages of Television <ul><li>Production costs </li></ul><ul><li>Clutter </li></ul><ul><li>Wasted  </li></ul><ul><li...
A. C. Nielsen ®  :  Better Marketing Decisions
Film and Video <ul><li>Video News Releases </li></ul><ul><li>Vcasts, Vidcasts, Vodcasts </li></ul>
VNRs – Part 1 <ul><li>Goal </li></ul><ul><li>Strategic message </li></ul><ul><li>Timely </li></ul><ul><li>Newsworthy </li>...
VNRs – Part 2 <ul><li>Real People </li></ul><ul><li>Commercialism </li></ul><ul><li>Brief Packages (90 – 120 seconds) </li...
Advantages of Film and Video <ul><li>Play to a captive audience </li></ul><ul><li>Attention level is higher than for almos...
Disadvantages of Film and Video <ul><li>Some may run too  </li></ul><ul><li>long </li></ul><ul><li>Poor production </li></...
Web Advantages <ul><li>Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and othe...
Web Disadvantages <ul><li>Outdated information </li></ul><ul><li>Driving audiences to Web site </li></ul><ul><li>Difficult...
Podcasts <ul><li>Internet-distributed audio programs </li></ul><ul><li>Self-styled audio productions recorded in digital f...
Vcast/Vidcast/Vodcasts <ul><li>Video podcast sometimes shortened to vidcast or vodcast. </li></ul><ul><li>Online delivery ...
“ Infodemic” <ul><li>A complex phenomenon caused by the  interaction of mainstream   media, specialist media and Internet ...
 
MAC Triad Plus cont. <ul><li>Informization </li></ul><ul><ul><li>Disseminating information ( message ) to target  audience...
“ Infodemic” <ul><li>A complex phenomenon caused by the  interaction of mainstream   media, specialist media and Internet ...
<ul><li>“ The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and...
The Future <ul><li>Industrial Age </li></ul><ul><li>Information Age </li></ul><ul><li>Story Telling (“Tell me a story.”) <...
Public Relations  will always be the… <ul><li>Antenna </li></ul><ul><li>Conscience </li></ul><ul><li>Voice </li></ul>
“ To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.”   E...
Your role <ul><li>Broker of idea </li></ul><ul><li>Foster collaboration </li></ul><ul><li>Share knowledge </li></ul><ul><l...
Enter to Learn
Knowledge is Power
Go Forth and Serve
<ul><li>“ Everybody can be great because anybody can serve.  You don’t have to have a college degree to serve.  You don’t ...
<ul><li>“ If my actions can inspire others to dream more, learn more and do more and become more, I will be a leader.” </l...
<ul><li>Enter to Learn </li></ul><ul><li>Knowledge is Power </li></ul><ul><li>Go Forth And Serve </li></ul>
Questions  ??? <ul><li>M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com </li></ul>
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PR Networked Age Big Lecture Fall 2009

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PR Networked Age Big Lecture Fall 2009

  1. 1. The Networked Age M. Larry Litwin, APR, Fellow PRSA Copyright 2009
  2. 2. Portions t aken from…
  3. 3. Portions t aken from…
  4. 4. The Networked Age <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Internet (and Interactive – Web 2.0/Blogs/Wikis) </li></ul><ul><li>iPod ® (Podcasts, etc.) </li></ul><ul><li>Vcasts ® </li></ul><ul><li>Cell Phone </li></ul><ul><li>iPhone ® </li></ul><ul><li>Digital Signage </li></ul><ul><li>Aroma Marketing </li></ul><ul><li>WOMM </li></ul><ul><li>Silent Publicity </li></ul>
  5. 5. The Networked Age – The Mobile Decade <ul><li>Cross Platform </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage* </li></ul></ul><ul><ul><li>Wireless* </li></ul></ul><ul><ul><li>Broadband* </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>Convergence of Distribution </li></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  6. 6. You just need to...
  7. 7. Web 2.0 and Social Networking Strategies <ul><li>Users add value </li></ul><ul><li>Two way communication - participation not publishing </li></ul><ul><li>Technology is used to create and diffuse new knowledge </li></ul><ul><li>Spontaneous collaborative work </li></ul><ul><li>Online content is the start of group-level work; perpetual beta </li></ul><ul><li>Online content is generated by many people </li></ul><ul><li>Faith in the community </li></ul><ul><li>Connections are the new king, although content still matters </li></ul><ul><li>Word of mouth marketing </li></ul><ul><li>Web as platform: anytime , anywhere access </li></ul>
  8. 8. OK!
  9. 9. The Networked Age <ul><li>Cross Platform </li></ul><ul><li>News/Media Convergence </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage* </li></ul></ul><ul><ul><li>Wireless* </li></ul></ul><ul><ul><li>Broadband* </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  10. 10. Apple ® Tops The Charts with Digital Music
  11. 11. The Big Idea
  12. 12. A Drugstore Goes Online
  13. 13. The Networked Age – Mobile Decade – 1:1 <ul><li>Cross Platform – Multiple Platform </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Wireless/Electronic </li></ul></ul><ul><ul><ul><li>Broadband </li></ul></ul></ul><ul><ul><ul><li>Internet embedded TV (Web TV) </li></ul></ul></ul><ul><ul><ul><li>Cell phones </li></ul></ul></ul><ul><ul><ul><li>Digital Signage* </li></ul></ul></ul><ul><ul><ul><li>Wireless* </li></ul></ul></ul><ul><ul><ul><ul><li>e-mails </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Video Sharing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Podcasts and Vcasts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Message Boards </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social Networking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Widgets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Wikis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>RSS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Blogging </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Photo Sharing </li></ul></ul></ul></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  14. 14. Basic Media Concepts <ul><li>Media mix </li></ul><ul><ul><li>The way various types of media are strategically combined in a marketing plan </li></ul></ul><ul><li>Media vehicle </li></ul><ul><ul><li>A specific TV program, radio station, Ipod or Internet </li></ul></ul>
  15. 15. Broadcast Media <ul><li>Transmit sounds or images electronically </li></ul><ul><li>Include radio and television </li></ul><ul><li>Broadcast engages more senses than reading </li></ul>
  16. 16. The Structure of Radio
  17. 17. Radio <ul><li>Relies on the listener’s mind to fill in the visual element </li></ul><ul><li>Delivers a high level of frequency </li></ul><ul><li>Radio spots lend themselves to repetition </li></ul>
  18. 18. Categories <ul><li>Network Radio </li></ul><ul><li>Spot Radio </li></ul><ul><li>Syndicated Radio </li></ul><ul><li>Satellite Radio (SIRIUS/XM ® ) </li></ul>
  19. 19. The Radio Audience <ul><li>Station fans </li></ul><ul><li>Radio fans </li></ul><ul><li>Music fans </li></ul><ul><li>News fans </li></ul><ul><li>Talk fans </li></ul>
  20. 20. Clear Channel ® Radio Makes it All About The Fans
  21. 21. Measuring the Radio Audience <ul><li>Dayparts </li></ul><ul><li>Coverage </li></ul><ul><li>Ratings </li></ul>
  22. 22. Radio Dayparts 8 a.m. – Midnight Sunday 8 a.m. – Midnight Saturday 11 p.m. or Midnight – 5 a.m. or 6 a.m. Overnights M-F 6 – 11 p.m. or 6 – Midnight Evenings M-F 3 – 7 p.m. or 3 – 8 p.m. Afternoon Drive M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m. Mid-Day M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.; 5 a.m. – 10 a.m. Morning Drive Standard Radio Dayparts
  23. 23. Advantages of Radio <ul><li>Immediate </li></ul><ul><li>Target audience </li></ul><ul><li>Affordability </li></ul><ul><li>Frequency </li></ul><ul><li>Flexibility </li></ul><ul><li>Mental imagery </li></ul><ul><li>High level of acceptance (Comfortable) </li></ul><ul><li>Captive </li></ul>
  24. 24. Disadvantages of Radio <ul><li>Listener inattentiveness </li></ul><ul><li>Lack of visuals </li></ul><ul><li>Clutter </li></ul><ul><li>Scheduling and </li></ul><ul><li>buying difficulties </li></ul><ul><li>Lack of control </li></ul>
  25. 25. Arbitron ® Radio Ratings and Media Research Information
  26. 26. Television <ul><li>Television advertising/PR is embedded in television programming </li></ul><ul><li>Most of the attention in media placement, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences </li></ul>
  27. 27. The Structure of the TV Industry
  28. 28. Programming Options <ul><li>Specialty television </li></ul><ul><li>Pay-per-view </li></ul><ul><li>Program syndication </li></ul><ul><li>Interactive television </li></ul><ul><li>High-Definition TV </li></ul><ul><li>Digital Video Recorders </li></ul>
  29. 29. Public Service Announcements <ul><li>PSAs can run 10, 15, 20, 30 or 60 seconds </li></ul>
  30. 30. TV Dayparts Note: All Times are Eastern Standard Time (EST). Sa-Su 1:00pm-7:00pm Weekend afternoon Sa 8:00am-1:00pm Saturday morning M-Su 11:30pm-1:00am Late night M-Su 11:00pm-11:30pm Late news M-Sa 8:00pm-11:00pm Su 7:00pm-11:00pm Prime time M-F 7:30pm-8:00pm Prime access M-F 4:30pm-7:00pm Early fringe M-F 9:00am-4:30pm Daytime M-F 7:00am-9:00am Early morning Standard Television Dayparts
  31. 31. Measuring the Television Audience <ul><li>Rating points </li></ul><ul><li>Share of audience </li></ul><ul><li>Gross Rating Points </li></ul><ul><li>People meters </li></ul>
  32. 32. Advantages of Television <ul><li>Almost as immediate as </li></ul><ul><li>radio (wireless technology) </li></ul><ul><li>Pervasiveness </li></ul><ul><li>Cost-efficiency </li></ul><ul><li>Impact </li></ul><ul><li>Audience </li></ul><ul><li>Comfort </li></ul><ul><li>Captive </li></ul>
  33. 33. Disadvantages of Television <ul><li>Production costs </li></ul><ul><li>Clutter </li></ul><ul><li>Wasted </li></ul><ul><li>reach/Coverage </li></ul><ul><li>Inflexibility </li></ul><ul><li>Intrusiveness </li></ul>
  34. 34. A. C. Nielsen ® : Better Marketing Decisions
  35. 35. Film and Video <ul><li>Video News Releases </li></ul><ul><li>Vcasts, Vidcasts, Vodcasts </li></ul>
  36. 36. VNRs – Part 1 <ul><li>Goal </li></ul><ul><li>Strategic message </li></ul><ul><li>Timely </li></ul><ul><li>Newsworthy </li></ul><ul><li>Local “hook” or any “hook” </li></ul><ul><li>“ Sexy” (appealing/emotional) </li></ul><ul><li>Excellent quality </li></ul><ul><li>Visuals </li></ul>
  37. 37. VNRs – Part 2 <ul><li>Real People </li></ul><ul><li>Commercialism </li></ul><ul><li>Brief Packages (90 – 120 seconds) </li></ul><ul><li>“ B-roll” </li></ul><ul><li>Extra cuts </li></ul><ul><li>Names and titles </li></ul><ul><li>Script </li></ul><ul><li>Experienced Professionals </li></ul><ul><li>Truth </li></ul>
  38. 38. Advantages of Film and Video <ul><li>Play to a captive audience </li></ul><ul><li>Attention level is higher than for almost any other channel or vehicle </li></ul>
  39. 39. Disadvantages of Film and Video <ul><li>Some may run too </li></ul><ul><li>long </li></ul><ul><li>Poor production </li></ul><ul><li>Wrong message for audience </li></ul>
  40. 40. Web Advantages <ul><li>Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations </li></ul><ul><li>Relative ease of using e-mail </li></ul><ul><li>Rapidly expanding use of web pages </li></ul><ul><li>Discussion groups, message boards and IMing </li></ul><ul><li>Web pages that offer links to immediate information about your company or organization </li></ul><ul><li>Blogs – Citizen created content. Bloggers use their expert knowledge based on categories. </li></ul><ul><li>Podcasts </li></ul><ul><li>Vodcasts, Vidcasts, Vcasts </li></ul>
  41. 41. Web Disadvantages <ul><li>Outdated information </li></ul><ul><li>Driving audiences to Web site </li></ul><ul><li>Difficult to navigate </li></ul><ul><li>Looks unprofessional </li></ul><ul><li>Failure to include contact information </li></ul><ul><li>Broken links </li></ul><ul><li>Sometimes unexpectedly not available </li></ul><ul><li>Security </li></ul><ul><li>Available only to individuals who have computers </li></ul>
  42. 42. Podcasts <ul><li>Internet-distributed audio programs </li></ul><ul><li>Self-styled audio productions recorded in digital format and downloaded to computers, iPods® or other digital music players. </li></ul>
  43. 43. Vcast/Vidcast/Vodcasts <ul><li>Video podcast sometimes shortened to vidcast or vodcast. </li></ul><ul><li>Online delivery of video on demand video clip content. </li></ul><ul><li>Usually distributed as a file or as a stream </li></ul><ul><li>Vlog </li></ul>
  44. 44. “ Infodemic” <ul><li>A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites ; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda . </li></ul><ul><li>David Rothkopf </li></ul><ul><li>Chairman and CEO of The Rothkopf Group </li></ul>
  45. 46. MAC Triad Plus cont. <ul><li>Informization </li></ul><ul><ul><li>Disseminating information ( message ) to target audience through the proper channel at the best possible time . </li></ul></ul>
  46. 47. “ Infodemic” <ul><li>A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites ; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda . </li></ul><ul><li>David Rothkopf </li></ul><ul><li>Chairman and CEO of The Rothkopf Group </li></ul>
  47. 48. <ul><li>“ The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” </li></ul><ul><li>Edward R. Murrow </li></ul>
  48. 49. The Future <ul><li>Industrial Age </li></ul><ul><li>Information Age </li></ul><ul><li>Story Telling (“Tell me a story.”) </li></ul>
  49. 50. Public Relations will always be the… <ul><li>Antenna </li></ul><ul><li>Conscience </li></ul><ul><li>Voice </li></ul>
  50. 51. “ To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.” Edward R. Murrow
  51. 52. Your role <ul><li>Broker of idea </li></ul><ul><li>Foster collaboration </li></ul><ul><li>Share knowledge </li></ul><ul><li>Spark action </li></ul><ul><li>Lead people into the future </li></ul>
  52. 53. Enter to Learn
  53. 54. Knowledge is Power
  54. 55. Go Forth and Serve
  55. 56. <ul><li>“ Everybody can be great because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and your verb agree. To serve, you only need a heart full of grace, and a soul generated by love .” </li></ul>
  56. 57. <ul><li>“ If my actions can inspire others to dream more, learn more and do more and become more, I will be a leader.” </li></ul><ul><li>John Quincy Adams </li></ul>
  57. 58. <ul><li>Enter to Learn </li></ul><ul><li>Knowledge is Power </li></ul><ul><li>Go Forth And Serve </li></ul>
  58. 59. Questions ??? <ul><li>M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com </li></ul>

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