The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent and there are more channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder.
Companies need to better understand their stakeholders and break them down into groups to be able to adapt their messages and create a conversation. In the search for improved communication with their stakeholders, organizations sooner or later realize that the most efficient and optimal way of transmitting messages is the new approach that came to be known as “brand journalism”.
Brand journalism is defined as creation of a company’s own information channels which help to establish a personal and direct contact with the stakeholders and even turn them from passive recipients of information into active interlocutors. This means that traditional media is losing their grip and turn into intermediaries when it comes to transmission of messages and informing stakeholders about issues related to organizations.
Companies have turned into a new communication medium and the main challenge for them is to ensure reliable and transparent communication and contents that are valuable for their stakeholders so they feel encouraged to voluntarily share them with their friends, family members and all persons and institutions they are linked to.
Since we are immersed in the economy of attention, content should add value and differentiate the company. Many companies are now co-creating content with their audiences. This helps to make the content truly relevant and turns stakeholders into a medium of their own.
Brand journalism is different from marketing, advertising and propaganda regarding format, content and goals. Brand journalism seeks to grow intangible assets such as exposure, reputation and branding. Positive perception of the company by the public then naturally leads to an increase in sales.
There are good examples to better understand brand journalism such as Red Bull's Stratos project with Felix Baumgartner jumping from the stratosphere, or the agreement between Unilever and The Guardian.
While the mass media industry is going through a severe crisis and a deep transformation, new links, mergers and business models and being formed between journalism and brands. Thus, using brand journalism to communicate with the company's stakeholders represents a great potential and offers new opportunities and benefits.
Llorente & Cuenca published a report titled Brand Journalism and Corporate Reputation, which highlights the ambiguities and challenges associated with these concepts. The report breaks its analysis of brand journalism down into six hypotheses explained in the full document.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent and there are more channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder.
Companies need to better understand their stakeholders and break them down into groups to be able to adapt their messages and create a conversation. In the search for improved communication with their stakeholders, organizations sooner or later realize that the most efficient and optimal way of transmitting messages is the new approach that came to be known as “brand journalism”.
Brand journalism is defined as creation of a company’s own information channels which help to establish a personal and direct contact with the stakeholders and even turn them from passive recipients of information into active interlocutors. This means that traditional media is losing their grip and turn into intermediaries when it comes to transmission of messages and informing stakeholders about issues related to organizations.
Companies have turned into a new communication medium and the main challenge for them is to ensure reliable and transparent communication and contents that are valuable for their stakeholders so they feel encouraged to voluntarily share them with their friends, family members and all persons and institutions they are linked to.
Since we are immersed in the economy of attention, content should add value and differentiate the company. Many companies are now co-creating content with their audiences. This helps to make the content truly relevant and turns stakeholders into a medium of their own.
Brand journalism is different from marketing, advertising and propaganda regarding format, content and goals. Brand journalism seeks to grow intangible assets such as exposure, reputation and branding. Positive perception of the company by the public then naturally leads to an increase in sales.
There are good examples to better understand brand journalism such as Red Bull's Stratos project with Felix Baumgartner jumping from the stratosphere, or the agreement between Unilever and The Guardian.
While the mass media industry is going through a severe crisis and a deep transformation, new links, mergers and business models and being formed between journalism and brands. Thus, using brand journalism to communicate with the company's stakeholders represents a great potential and offers new opportunities and benefits.
Llorente & Cuenca published a report titled Brand Journalism and Corporate Reputation, which highlights the ambiguities and challenges associated with these concepts. The report breaks its analysis of brand journalism down into six hypotheses explained in the full document.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Portfolio of Corporate Communication for private, public and non profit organizations in different sectors: Civil Construction, Telecommunication, Health, Agriculture, housing, Real state, Opinion maker, volunteer, etc..
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
A presentation of new vs. traditional media, how they integrate, how new media integrates with other platforms (for example facebook and Youtube) and how to leverage it all for greater visibility, better client/prospect engagement and as an overall marketing initiative. To get details, feel free to visit us on our Facebook page and ask questions! http://www.facebook.com/talkingfinger
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Portfolio of Corporate Communication for private, public and non profit organizations in different sectors: Civil Construction, Telecommunication, Health, Agriculture, housing, Real state, Opinion maker, volunteer, etc..
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
A presentation of new vs. traditional media, how they integrate, how new media integrates with other platforms (for example facebook and Youtube) and how to leverage it all for greater visibility, better client/prospect engagement and as an overall marketing initiative. To get details, feel free to visit us on our Facebook page and ask questions! http://www.facebook.com/talkingfinger
This presentation is a contribution to the definition of the New Media concept. Prepared by Ismail H. Polat. (Instructor in New Media Department @ Kadir Has University, Istanbul.
PR Trends for 2016: How Modern PR is being defined by the industryprnewswire
In late 2015, PR Newswire put out a call to its audience to help redefine what Public Relations looks like right now. From the submissions, key trends were spotted that are expected to shape the continual evolution of PR this year.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
The changing media landscape and the rise of prBolaji Okusaga
The landscape is fast-changing, conferring advantages to Public Relations as the preferred platform for companies seeking to grow their goodwill, build stronger brands, and create a sustainable enterprise.
Building a great Brand, beyond understanding the target Consumer, his/her environment, fears, and aspirations. requires a deep understanding of the competitive set, positioning and how the interplay market forces and social trends affect the Brand. This presentation attempts a basic understanding of concepts and contexts on the route to building great Brands.
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
Creative thinking is a desirable trait for innovation within an organization. This paper explores the route to creative thinking in the quest at birthing innovation and transformation in an organization.
Why PR Matters in Branding and Business Valuation.Bolaji Okusaga
Brand Valuation is an emerging subject, what with the IFRS recognition of attributes of the Brand as an intangible asset that can be factored into the value of Corporations.
Top-line Thoughts on Creating a Digital Organisation Bolaji Okusaga
The Marketing Communications business is fast being disrupted by new technologies. This paper teaches the way to leverage the trend rather than remain a victim.
Technology is changing the context, therefore tradition practice is not only in a flux, communication as we know it, in the traditional sense, is on its way out.
Strategic Communications is an anticipatory practice which attempts to foresee events, trends and issues which may develop to disrupt important relationships. There is a need for an alert scrutiny of social changes and outside forces - from current scenario analysis to wish-list planning - in order to find an appropriate way to monitor external environment and proffer better solutions to identified issues that might snowball into a Crisis and hurt or destroy the reputation of an organisation.
Made in Nigeria whither the route for NigeriaBolaji Okusaga
Defining the route to Industrialization for Nigeria is at once complex yet fluid. It is complex because there are a lot of man-made bottle necks and fluid because the comparative advantages are visible. This paper uses Porters Diamond Model to distill the possibilities for Nigeria on the route to "Made in Nigeria".
This presentation x-rays Nigeria's route to nationhood. Looking at Nigeria in the last 103 years, the presentation looks at challenges on the path to Nigeria's nationhood as well as opportunities and prospects for building a great nation.
The productive mind - How to move your moutainBolaji Okusaga
Life is a two-way street - you win or lose, succeed or fail. In-between these two extremes is faith and focus. Like the saying goes -"what you focus on grows". This presentation looks at the contribution of attitude to success.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Corporate Governance Definition and PracticeBolaji Okusaga
The recent failures of erstwhile strong institutions has thrown up the importance of Corporate Governance in the running of businesses and the drive for investments. This presentation attempts a basic definition the term and also x-rays practices and processes for sound corporate governance.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
2. OutlineOutline
PART ONE: Public Relations inPART ONE: Public Relations in
PracticePractice
Corporate Objective and Stakeholder
Theory
Stakeholder Relationships
Public Relations Defined
Public Relations in Practice
Public Relations in Organisation
Stakeholder Dialogue
Creating the Link
PR, the Media and Messaging
PART TWO: The Route fromPART TWO: The Route from
“Mass”“Mass”
to “You” Mediato “You” Media
The Meaning of “Message”
The Old Focus of Messaging
Characteristics of Old Media
Messaging
The Changing Media Landscape
From Mass Media to YOU Media
The Death of One Message Fits All.
From Mass to Target Marketing
PART THREE: The Context andPART THREE: The Context and
ContentContent
ConvergenceConvergence
New Media Platforms and the
stakeholder
The stakeholder as ‘Slave’ to
Information
Life Without the Internet or the Mobile
Phone
The Medium is the Message
Mass Messaging and Mass Production
Mass Messaging and the Demands of
the New Age
Is There Really a Gate-Keepers?
The Real Gate-Keepers
PART FOUR: Market InsightsPART FOUR: Market Insights
Ration of PR Budget to Gross
Revenue
The Correlation
Recommendations
Conclusion
4. Corporate Objective and StakeholderCorporate Objective and Stakeholder
TheoryTheory
Stakeholder theory begins with the hypothesis that shared values are essentially
part of doing business
It address the Principle of Who or What Really Counts by establishing which
groups are Stakeholders in a corporation
In traditional input-output models of the corporation, Organisations use the inputs
of investors, employees, and suppliers and converts it to usable outputs
By this model, firms only address the needs and wishes of four parties:
Investors, Employees, Suppliers and Customers
Contemporary Stakeholder theory however recognizes other parties such as
government, political groups, trade associations, trade unions, communities,
associated corporations, etc as Stakeholders.
The theory recognizes that Stakeholders are constituencies that contribute, either
voluntarily or involuntarily, to an Organisation’s wealth-creating capacity, and may
be its beneficiaries and/or risk bearers
In fulfilling its Corporate Objective therefore, an Organisation must clearly identify
its Stakeholders and strategically relate with them.
5. POTENTIALPOTENTIAL EMPLOYEESEMPLOYEES
EMPLOYEESEMPLOYEES
DISTRIBUTION / CHANNELDISTRIBUTION / CHANNEL
PARTNERSPARTNERS
MAJORMAJOR
CUSTOMERSCUSTOMERS
REGULATORSREGULATORS
FINANCIAL ANALYST / BUSINESS PRESSFINANCIAL ANALYST / BUSINESS PRESS
BUSINESS LEADERSBUSINESS LEADERS
COMMUNITIESCOMMUNITIES
PORTFOLIO MANAGERS / INVESTORSPORTFOLIO MANAGERS / INVESTORS
CUSTOMERSCUSTOMERS
PATH
OF
REFERENCE
PATH
OF
REFERENCE
PATH
O
F
INFLUENCE
PATH
O
F
INFLUENCE
StakeholderStakeholder
RelationshipsRelationships
Source: Regis McKennaSource: Regis McKenna
6. Public Relations DefinedPublic Relations Defined
Communication with various sectors of the public to influence their
attitudes and opinions in the interest of promoting a person,
product or idea
– Wharton Business School, University of Pennsylvania
An activity meant to improve the project organization’s environment
in order to improve project performance and reception
– McCombs School of Business, University of Texas
A deliberate, planned and sustained effort to institute and maintain
mutual understanding between an organisation and its publics
– Institute of Public Relations, UK
7. Public Relations in PracticePublic Relations in Practice
Generally, Public Relations function as the conduit of the organisation to the
world outside
Small Business owners must therefore, be abreast with their organisation’s /
Client’s vision, mission, strategy, corporate concern and culture
They also need to understand their place in the place of PR in their
company’s overall objective and to understand the market environment in
which they operates
The Small Business Owner should read the competitive landscape and be
able to predict the move of competition
He /She needs to be able to identify the organisation’s different stakeholders
and the varying expectations that arise from operations and interaction with
these stakeholders
Finally, the Small Business Owner must be able to relate his activities with the
drive at achieving the organisation’s objectives.
8. Public Relations inPublic Relations in
Organisation StakeholderOrganisation Stakeholder
DialogueDialogue
Public Relations is the art and
science of building
relationships between an
organization and its key
publics
Public Relations engenders
purposeful communications
between an Organisation and
its publics, it is proactive and
future orientated, and has the
goal of building and
maintaining a positive
perception of an organisation
in the mind of its publics.
In the dialogue between
Organisations and their
stakeholders, the following
branches of Public Relations
suffice:
Employee / Labour
Relations
Customer Relations
Investor Relations
Media Relations
Government Relations
Community Relations
Reputation
Management
Issues Management
Crisis Management
9. Creating the LinkCreating the Link
Small Business Owners need to measure their activities
against their goals
They must develop PR metrics which correlate with their
objective
They must initiate programmes which cover the entire
competitive landscape with a view to seizing the higher
ground for their Organisations / Clients
In relating with the media, they must think of the media
as a channel to the target Stakeholders
10. PR, The Media and MessagingPR, The Media and Messaging
The information technology revolution has created a
new world order.
This is so because this revolution has called to question
the efficacy of the traditional media in mass messaging
and communication.
The proliferation of media platforms that has come in
the wake of this revolution has also clustered the world
of the receivers of media messages and is gradually
clustering the world of the modern stakeholder.
In the drive at reaching its target, organisations are now
having to redefine and redesign their communication
routes.
11. PART TwoPART Two
The Route from “Mass”The Route from “Mass”
to “You’ Mediato “You’ Media
12. The Meaning of “Message”The Meaning of “Message”
Message basically implies the transfer of coded signals
from a sender through a channel to a receiver who has
a facility to decode.
Message in its most general meaning is the object of
communication. Depending on the context, the term
may apply to both the information contents and the
medium of its presentation.
It is the underlying theme or idea in any communication
process.
When there is disruption or noise in the channel, there
is a tendency for the meaning of the message sent to
be corrupted on the side of the receiver.
13. The Old Messaging RouteThe Old Messaging Route
Launch
Idea and Dump
Mass Media
Message
Measure
Acceptance
Launch Campaign
Monitor Impact /
Revenue
Review Message
and Adjust Pricing
Repackage
Idea / Message
Launch Revised Idea withLaunch Revised Idea with
Improved MessagingImproved Messaging
14. The Characteristics of TraditionalThe Characteristics of Traditional
Media MessagingMedia Messaging
Marketing communication message was designed to
reach as many people as possible.
Mass marketing campaigns not only treated all customers
as if they had the same needs and wants, it focused on
the product, not on its potential buyer.
Mass marketing a product means stocking the same
shelves across all stores with the same product and
alerting potential customers in the same way.
The underlying assumption was that the availability and
choice of products a company offered consumers was the
principal determinant of market success.
15. The Changing Media LandscapeThe Changing Media Landscape
The invention of the computer, internet and mobile telephone has changed
our world and the way we communicate.
Today, the changing media landscape offers an opportunity to change
media selections and also offers an opportunity for the co-creation of value
between businesses and their stakeholders.
Today the stakeholder desires to be part of the messaging and the
communication process; what’s the point of reaching the stakeholder
correctly to tell them something they don’t want to hear? If you don’t have
the right message, they want to design one with you. They are not asking
to take over your Research and Development arm but they desire to be a
part of the process. The stakeholder now seeks to be allowed to join in the
effort as experts on themselves who better understand their interests,
lifestyles and the choices which derive from it.
New media is therefore more than just the right time, place or message. It
involves the message and the people. It involves the people in the
message. New media is a full experience as much as it is a fulfilling
experience. At the centre of every experience is a person. New media is
YOU media, regardless of who you are.
16. From Mass Media to YOU MediaFrom Mass Media to YOU Media
With the coming of the the world-wide-web and with it the e-mail, blogs,
pods and chats as well as mobile-telecommunications offering a platform
for verbal exchange, music and picture downloads as well as multi-media
and text messaging, the world has changed.
At the moment, Business Owners across the world are trying to answer a
big question. Will the traditional mass media be eclipsed? Is Google the
next CNN? Should I set up a blog to drive thought leadership and
consequently crash into the consciousness of my target thereby building
equity for my business as opposed to spending millions of naira on
Newspapers, T.V and radio message? While everyone is working to find
the next big idea, it is obvious the landscape has changed and the focus of
the conversation has moved from mass thinking to a customised approach
to messaging.
In this era of media fragmentation, the power of the stakeholder springs
from his/her ablity to make a choice in terms of media selection as different
from the old net-works which tended to box the stakeholder in.
To sway the stakeholder therefore, you must listen to the things that
informs his/her choices and customise your communication platform and
the content of your media messages to suit the demographics and
psychograpics of the stakeholder.
17. The Death of One Message Fits AllThe Death of One Message Fits All
As the world evolves, so do the differences in demographics and
psychographics become deeper.
In the earlier days of the mass media, messages flowed from the
media gate-keepers to suit their editorial philosophy alone without
noting the diversity which existed in their environment.
However, in this era of media fragmentation, the ordinary man on
the street has not only found his/her voice but now leads the
communication trends.
From You-Tube, to corporate blogs where media message
receivers using web-cams and other multi-media devises now tell
the brand story themselves as opposed to the traditional way of
thinking for the reciever, the receiver is now an active player not
only in the value creation process but also in the customisation of
messages.
Diversity has now become the issue in mass messaging hence the
death of the one-message-fits-all era.
18. From Mass to Target MarketingFrom Mass to Target Marketing
The old model of dumping messages started to wane with the advent
of new media platforms as these platforms provided a more
interactive basis.
Starting out with direct marketing a bridge was created between
mass and target marketing in the sense that direct marketing
afforded an opportunity to take direct responses and fine-tune
messages.
Target marketing grew from a better understanding of the consumer.
As consumers began purchasing and using products, information on
consumer’s lifestyle and consumption patterns became more readily
available.
Data analysts thus began associating products to the customers who
were buying them. And it was through these analysis as well as
rising competition that Organisations began to understand that
customer data could be as valuable as the product data. Thus
evolved the term “target marketing,” the practice of promoting a
product or service to a subset of customers and prospects.
20. New Media Platforms and theNew Media Platforms and the
stakeholderstakeholder
With the rise of the New Media platforms came the
empowerment of the media message receiver as
he/she now had media and message options.
This arose as a result of the migration of Public
Relations and marketing to the internet via virtual
communities and e-commerce platforms such as e-bay,
who-go-buy and a host of other professional, cultural,
lifestyle and marketing centres which deployed the
internet.
Unlike the old model where the consumer had to
frantically search and pay for information, the internet
availed a quick and free or affordable access to cultural,
professional, lifestyle and marketing information.
21. The Receiver as ‘Slave’ toThe Receiver as ‘Slave’ to
InformationInformation
With the empowerment of the media message receiver
came a slavery for information in the sense that the
receiver’s lifestyle became tuned to these new
platforms.
It started out as a work and leisure enhancer and
gradually became addictive as the receiver suddenly
became dependent on this new platforms for running
his/her life.
From the pocket diary, the pager, the laptop, the ipod to
the mobile phone with GPRS, Blackberry to other multi-
media messaging platforms, the modern media
message receiver is caught in an addictive position from
which he/she cannot be easily extricated.
22. Life Without the Internet and theLife Without the Internet and the
Mobile PhoneMobile Phone
What
would
life
Be now
without
the
Internet
Or the
Mobile phone?
11STST
““My connection at home has been
down for a few days and my life
has become very difficult to
manage”.
“I'm an information junkie. I help myself
to generous portions throughout the
day”.
22NDND
“I forgot my mobile phone at home
and it’s like I’m cut off from the
rest of the world”.
“I remember before the mobile phone, I
queue to use analogue pay phones
and it was such an unsavoury
experience as it did not offer me
convenience and privacy. Now I’m a
mobile phone addict, I want to talk,
send text messages, download music
and send pictures from anywhere and
all the time”.
33RDRD
“I’m on a long flight and I can’t
connect to the internet or use my
mobile phone”.
“ Long hours without the Internet or
the mobile phone is annoying. The
Internet and my mobile phone simply
makes life easier”. Now information
and vicarious experience are
obtainable at the touch of a button”.
SCENARIOSCENARIO
23. The Medium is the MessageThe Medium is the Message
“...it is the medium that shapes and controls the scale and form of human
association and action. The content or uses of such media are as diverse as
they are ineffectual in shaping the form of human association. Indeed, it is only
too typical that the content of any medium blinds us to the character of the
medium”.
- McLuhan's Understanding Media: The Extensions Of Man
Today’s media platforms such as blogs, chats, sms and e-mails affects
messaging and mass communication.
It is widely held that that one medium translates the content of another
medium. Briefly, "the content of a medium is always another medium."
This is because there is a distinct form to each medium which affects the
content of that medium; for instance, there is a limit to the coverage of a
picturesque event by the radio and there is a limit to the use of the written word
on television. Whereas a movie extends the vision to a high degree and is thus
"hot," a television image with less detail requires the viewer to fill in more
details with their imagination and is therefore a "cool" medium.
Each new form of media shapes messages differently thereby requiring new
filters to be engaged in the experience of viewing and listening to those
messages.
24. Mass Messaging and MassMass Messaging and Mass
ProductionProduction
Mass messaging grew along sides mass production.
Mass production has evolved into mass customization; for example producers
of products can now build the right products for specific targets and make each
one cater specially to each one of the multiple personalities who consume their
products.
The media, like production, has changed dramatically with technology. People
have become the centre of both. If you want to sell a product to people today,
you better know what they're thinking, or else you’re not selling anything.
Most products can provide a value to someone, somewhere. The task then
becomes to find them, and then to find how many there are.
In the past advertisers and public relations practitioners flash their message on
the airwaves and find their targets, now the target is scattered and harder to
find.
Most are still using mass media, but their schedules have changed and there
are more than the traditional channels.
To be effective in the new age therefore, the media, like mass customization,
must be tailored to fit the individual.
25. Mass Messaging and the DemandsMass Messaging and the Demands
ofof
the New Agethe New Age
A lot of organisations are adapting to the demands of the new age, they are
cutting their advertising and PR spend on the traditional media , they are using
less mass media and leveraging the new media for the articulation of their
corporate goals and the extension of their market share. This type of thinking is
becoming more frequently in the corporate world. Re-thinking! Traditional
media is however still relevant, but it’s use is changing, mass media is now
part of a larger evolving picture.
In this new media age, a T-shirt, a tie, a napkin or a coffee cup can be an
advert. Producers now leverage every available platform because people
aren't as receptive as they once were to traditional media. This because
Millions of messages fight for their attention, while they walk by, while they
drive, while they work and even while they relax with loud music blasting from
their walk-man, iPods, or their mobile phones.
Now, even if message sneak into people’s personal space, it doesn’t mean
they pay attention. People are smarter and busier, technology has created a
see-through world.
Honesty, simplicity, and proximity are three factors that make for better media.
Proximity now refers to both physical closeness and mental.
26. Is There Really a Gate-keepers?Is There Really a Gate-keepers?
“And it is only on those terms, standing aside from any structure or
medium, that its principles and lines of force can be discerned. For any
medium has the power of imposing its own assumptions on the unwary”.
- McLuhan's Understanding Media: The Extensions Of Man
Who decides what’s worthy of your attention — a Web administrator, a
newspaper columnist, a talk show host, a radio disc-jockey, an influential
blogger, an administrator of an online community, the back-end operators
of a telephone company?
In the perfect world, the answer would be that each person should be their
own gatekeeper. The reality is that you do not own and therefore cannot
manipulate these platforms.
So, the answer is: there is no gate. There are many waypoints, many
street signs, and many ways to go, but no one is barring the gate, or
deciding who is let in. This is confusing if we try to apply the old map to the
new territory, but not if we try to perceive the new media universe as it is.
27. The Real Gate-keepersThe Real Gate-keepers
Institutional authority - If you agree with the editorial stance of a
particular medium or company, then you allow them to decide what's
important and your life is easy.
Individual authority - If you like what the communicator has to say
about your area of interest, he becomes an authority.
Emergent authority - If you trust in the wisdom of a particular
crowd, then you’ll agree with their collective decision about what is
interesting and what is not.
Machine authority - Various software approaches to determining
what is important, like Google mine the social gestures that people
leave behind, like links and traffic, and pass it through an algorithmic
blender, to yield a metadata-based approach to what is most
important.
29. *PR/GR Ratio calculated only using companies reporting gross revenues as well as budgets
** Gross revenues/PR budgets
*** Number of dollars spent on PR for each $1 million in revenue
Ratio of PR Budgets to Gross
Revenues
Source: Council of PR Firms 2005
30. The Correlation
Strong correlation was establish between PR Spend and performance ranking of
Fortune ranked companies
The share of advertising within corporate PR spend is estimated at an average of
45%
Senior Management support for PR impacts revenue growth as reputation is
viewed by the C-level executive as a vital corporate value enhancing asset
Agency share of PR Budget allocation by fortune ranked companies averaged
23% in 2006. With increasing C-level support for the engagement of agency for PR
services, it is expected to rise further
In survey conducted on the engagement of PR Agencies, 65% of the fortune
ranked institutions supported the use of Agency while 35% opposed
While 65% support for the engagement of PR Agencies by Fortune ranked
companies is high, 35% opposition is demonstration of the threatening presence of
substitute, preference for the engagement of a PR professional as an employee etc
31. High Reputation Correlates to
Financial Performance
27.1%
-26.8%
70.5%
S&P 500
Bottom 10
Top 10
Based on the 200 Fortune “Most Admired Companies” rankings
Total Return
32. Correlation of Spending and
Reputation
$2.80
$6.00
Bottom 200
Companies
Top 200
Companies
Fortune Reputation
Ranking
Based on 1999 Fortune “Most Admired Company” rankings and
Council of Public Relations Firms’ spending survey of ranked
companies
Spending in Millions
33. Comparison by Function
Top 200 Companies by
Reputation
Media Relations $1,096
Executive Outreach $ 227
Investor Relations $ 635
Annual & Qtr Reports $ 920
Industry Relations $1,247
Employee Communications$1,621
Department Mgmt. $ 256
Total $6,002
Agency Support $2,534
Percent of total 42%
Bottom 200 Companies by
Reputation
Media Relations $ 723
Executive Outreach $ 165
Investor Relations $ 367
Annual & Qtr Reports $ 357
Industry Relations $ 329
Employee Communications$ 545
Department Mgmt. $ 312
Total $2,797
Agency Support $1,072
Percent of total 38%
Council of Public Relations Firms’ spending survey
34. RecommendationsRecommendations
There is a need to innovate along the various new media platforms because the
stakeholder is already on and infact hooked on the new media.
Small Business Owners must understand how communication context affect
communication content and must be able to distinguish between hot and cold media
especially as it relates to media selection.
The challenge is to observe, try-out and experience all that is occurring around us,
in order to be able to track changing trends and proactively engage your target
rather than merely reacting after a trend has become the norm.
Small Business Owners must carve out time to blog and explore various platforms
for reaching their target such as telemarketing, text messaging, e-mails and online
networking through their websites because these platforms are here to stay.
Finally Small Business Owners must understand the changing landscape and the
stakeholders' perspectives so that they may drive innovation inside their companies
that results in game-changing marketing and communication with their various
targets.
35. ConclusionConclusion
The dynamics of mass communication has changed
with the information technology revolution.
New platforms and the messaging system have
emerged.
Today’s small business owners must understand the
demands of this change on the content of messages
and the media through which particular targets can be
reached as well as the psychographic dimensions of
these media and how it affects the customization of
messages.