PR AND NEW MEDIA

Joni Wedderburn

THE PR INDUSTRY HAS BEEN SLOW TO ADAPT TO NEW MEDIA OPTIONS — TRUE OR FALSE?

NEW MEDIA’S IMPACT

Social interaction

Business/ stakeholder relationships

Communications industries

EVOLUTION OF PR

PR previously adapted to new technologies

Printing press

Radio and TV broadcasting

FEAR

Afraid of the technology

New media: complex/ difficult

Tool for IT professionals

UNFAMILIARITY

Not utilizing Web to full capability

Extensive use of traditional media

Unwillingness to explore new technologies

COMFORT

Top-down, one-way communication

‘one message fits all’ ideal

Journalists as ‘filters’

MEASURING SUCCESS

Print coverage

Radio/ TV air time

Web visits not as credible

LACK OF TRAINING

Training programmes lacking in big agencies

Concern over billable hours

Cost

SPIN

Plays a role in industry

Easier to detect online

Spreads quickly

CONCLUSIONS

New media an important component in today’s world

New technology has altered business communications

PR must adapt to ensure continued success

REFERENCESAntony Mayfield, (2008). Can PR Evolve Quickly Enough? [online] Available from: <http://www.antonymayfield.com/2007/11/28/can-pr-evolve-quickly-enough/> [Accessed 17 February 2009]

David Henderson, (2009). The Changing Face of PR Leadership [online] Available from: <http://www.davidhenderson.com/2009/01/14/changing-face-pr-leadership/> [Accessed 17 February 2009]

Holtz, S., (2002). Public Relations on the Net. 2nd Edition. New York: Amacon, pp. 3-20.

Scott, D., (2007). The New Rules of Marketing and PR: How to Use New Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Hoboken: John Wiley & Sons, Inc., pp. 3-6, pp. 8-14.