The document discusses the evolving media landscape, highlighting the decline of traditional media due to changing consumption habits and the rise of digital communication in Finland. It emphasizes the growing importance of original content and the blurred lines between public relations and journalism. Furthermore, it reviews the role of PR in creating engaging content and the ongoing interdependence of media, PR, and social media.

1. The Changing Media Landscape
JYU, The Business of Media in the Future
Tiinu Wuolio, Medita Communication 8.2.2011
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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)
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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 services
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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 development
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5. The Use of Social Media in Finland
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6. The Use of Social Media in Finland
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7. Willing to Pay for Copies?
» However, commercial pressure and tech changes are leading to copy-pasted
contents in various channels (Pekka Pekkala)
» http://www.hs.fi/juttusarja/pekkala/artikkeli/Ilmaiset+uutiset+pelastavat
+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
http://newsroom.intel.com/community/intel_newsroom/free_press/
» The future of quality content?
http://blogit.hs.fi/piilaakso/2010/10/28/vapaata-journalismia-intelista/
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8. 9.2.2011
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9. 9.2.2011
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10. The New Role of PR
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11. 9.2.2011
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12. Rob Flaherty @Ketchum
h.p://blog.prfirms.org/2010/11/our-­‐path-­‐to-­‐unique-­‐value/
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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 ROI
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14. … or Journalism Reborn?
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15. Who Will Deserve Your Trust?
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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 communication
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17. Who will provide
the most capturing content
and the most reliable
source of information?
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18. Being a pro in the field of communication
Recognize the interest groups and produce
meaningful contents
to them
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