Public Relations and New Media Technologies

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Carmen Neghina

Public Relations and New Media Technologies

Changing models of communication
- trends
- traditional model

Implications of new technology
- implications
- challenges
- two-way communication model

survey results
- content analysis
- mail questionnaire
- conclusions

Published in: Education, Technology, Business

Public Relations and New Media Technologies

  1. 1. PR and New Media Technologies<br />
  2. 2. Table of Contents<br />
  3. 3. Trends<br />Expanding capabilities <br />Decreasing prices<br />Internet – multifaceted mass medium (different configurations of communication)<br />
  4. 4. Traditional Approach<br />One – Way Comm.<br />Changing Models of Communication<br />
  5. 5. Changing Models of Communication<br />Traditional Approach<br />One – Way Comm.<br />Two – Way Comm.<br />
  6. 6. Changing Models of Communication<br />Traditional Approach<br />One – Way Comm.<br />Two – Way Comm.<br />Multidirectional Comm.<br />
  7. 7. Changing Models in Communication<br />Characteristics:<br />Emphasis on the SENDER (sender based model)<br />Existence of a communication gatekeeper<br />
  8. 8. Changing Models of Communication<br />New Model<br />Direct access to information (no gatekeeper)<br />Receiver based model !<br />Shift of power <br />
  9. 9. Changing Models of Communication<br />A message can be distributed:<br />1 . Point – to – Point <br />2. Point – to – Multipoint <br />3. Point – to – ServerNarrowcast<br />4. Server Broadcast<br />5. Server Narrowcast<br />
  10. 10. A message can be distributed:<br />1 . Point – to – Point <br />2. Point – to – Multipoint <br />3. Point – to – ServerNarrowcast<br />4. Server Broadcast<br />5. Server Narrowcast<br />Changing Models of Communication<br />SOFTWARE<br />
  11. 11. Changing Models of Communication<br />A message can be distributed:<br />1 . Point – to – Point <br />2. Point – to – Multipoint <br />3. Point – to – ServerNarrowcast<br />4. Server Broadcast<br />5. Server Narrowcast<br />LOG-IN NAMES <br />+ PASSWORDS<br />
  12. 12. Changing Models of Communication<br />A message can be distributed:<br />1 . Point – to – Point <br />2. Point – to – Multipoint <br />3. Point – to – ServerNarrowcast<br />4. Server Broadcast<br />5. Server Narrowcast<br />SOFTWARE<br />
  13. 13. Changing Models of Communication<br />A message can be distributed:<br />1 . Point – to – Point <br />2. Point – to – Multipoint <br />3. Point – to – ServerNarrowcast<br />4. Server Broadcast<br />5. Server Narrowcast<br />AUTHORIZATION<br />
  14. 14. Implications of New Technology on PR<br />Productivity and Efficiency<br />PRO<br />CON<br />Speed of transmission<br />Increased timelines of messages<br />Productivity, efficiency, effectiveness<br />Information overload (for PR agents, journalists, other publics)<br />Sending messages is more difficult<br />Need for constant technological updates<br />
  15. 15. Implications of New Technology on PR<br />Research and Evaluation<br />On-line surveys<br />Internal / external participants<br />Reduced cost<br />Real-time evaluation<br />Safe storage of results<br />Easier to: <br />manage media lists<br />Distribute press releases<br />Track publicity : on-line groups, magazines, newspapers, web-traffic<br />Access past data (archives)<br />
  16. 16. Implications of New Technology on PR<br />Information Retrieval and Distribution<br />E-mails, Web, FTP: transfer and archive information simultaneously<br />Receive information in real-time<br />Easier to distribute information: text, audio, video<br />
  17. 17. Implications of New Technology on PR<br />PR Roles<br />Easier to detect emerging issues<br />More power to present info for superiors and subordinates<br />New methods of communication with publics<br />Easier to manage crisis<br />
  18. 18. Implications of New Technology on PR<br />Challenges in Incorporating New Technologies:<br />The perception of Cyberspace: <br />Information sabotage<br />Privacy and copyright concerns<br />Negative image of the Internet: sexual, racist, politically unpopular information<br />Incorporating New Technologies price and usage:<br />Internet users: wealthier and more highly educated<br />Difficult to navigate certain websites<br />Easier to access than to create / design / manage websites<br />
  19. 19. Implications of New Technology on PR<br />Interactivity & Two-Way Communication<br />Internet users: psychologically unique, computer-oriented publics<br />Interactive Media: information + marketing tool<br />Important to define your audience and devise appropriate tactics to reach them<br />
  20. 20. Implications of New Technology on PR<br />Power and Information Control<br />Sender Receiver Model<br />Before: information distributed by large, well-financed broadcast and publishing companies<br />Now: independent publishing is just as important: good ideas are promoted regardless of money<br />WEB : equalizer <br />Organizations need to worry about:<br />Individuals<br />Opposition groups<br />Large and small competitors<br />PR agents: build communities<br />
  21. 21. Study Results<br />Content Analysis:<br />Sample: 1,200 – 1,600 members of PR FORUM<br />Purpose: identify the types of technologies mostly discussed since the creation of PR FORUM<br />Results:<br />The most mentioned category: WWW <br />E-mail: contact purpose<br />Recommendations of websites was also popular<br />Requesting software information and recommendations<br />
  22. 22. Study Results<br />2. Mail Questionnaire: <br />Sample: 750 PR practitioners <br />Purpose: Determine the impact of the Internet on themselves, their org. and the PR field<br />Results: <br />94% had access to the Internet<br />63% had websites<br />76% programmed by IT departments; 16% by PR<br />86% influenced the design<br />9% subscribed to services that monitor newsgroups<br />Neutral towards negative attitudes about <br />Effectiveness of the org.’s use of multimedia capabilities<br />Own competency in creating multimedia materials<br />Strong agreement: helping the org. compete with larger organizations<br />Agree: allows hostile groups to change public opinion<br />Internet used to monitor trends and issues in the environment<br />Information overload: problem<br />PR material doesn’t need to be entertaining<br />

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