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