The Convergence of Digital and Social Media with Public Relations. From SBI Public Relations Summit in BCMJ, Cotton College, Guwahati, Assam

1. Digital & Social Media in PR
Presented by: Syed Mohsin Raja.
SBI Public Relations Summit
Dr Bhupen Hazarika Centre for Mass Communication & Journalism
(BCMJ),
Cotton College, Guwahati
Date: 6th May, 2017

2. The Story: Mango Tree
Change: Newest Tool

3. What is Digital Media?

4. “Digital media are any media that are encoded in a machine-
readable format. Digital media can be created, viewed, distributed,
modified and preserved on computers. Computer programs and
software; digital video; web pages and websites, including social
media; data and databases; digital audio, such as mp3s; and e-
books are examples of digital media.” - Wiki
“Any media that can be produced,
reproduced, stored, shared on and using a
digital device.”
Digital media can be either ONLINE or OFFLINE.
What is Digital Media?

5. The Usage of Digital Media
Newest Tool

6. North-Eastern Context
STATE Computers (%) Internet (%)
Arunachal 8.2 2
Assam 9.3 1.7
Manipur 9 2.1
Meghalaya 7.6 1.5
Mizoram 15.2 2.5
Nagaland 8.9 1.7
Sikkim 11.5 3.3
Tripura 7.2 1
Percentage of Households having COMPUTERS
Percentage of Households with INTERNET.
- Census Data 2011

7. The Tools in PR:
1. Publicity Media
2. Oral Communication,
3. Printed Literature,
4. Advertising,
5. Media Relations
New Tool for PR: How?

8. Publicity Media

9. Oral Communication

10. Printed Literature

11. Why PR?
To Influence the Public Attitude
ATTITUDE

12. How Do We Influence Today?

13. Websites and applications that enable users to
create and share content or to participate in social
networking.
SM is mostly ONLINE.
OTT is the latest evolution
What is Social Media?

14. Influence is Greek
• Influence is Greek, without RESPONSIBILITY.
Narcissus
Narcissism
Narcosis

15. Social Media and ‘Hum Log’
Digital Divide
Digital Depression
and
Digital Hypochondria
Technology Acceptance Model: Fred Davis, 89’

16. Social Media and PR
4 Major Elements in PR:
1. Two-way Communication,
2. Mutual Understanding,
3. Caring for Public Opinion,
4. Social Responsibility.

17. PR in the Age of Digital & Social Media
• We need an integrated approach of Digital,
Social and PR to campaigns.

18. Thank You!