A recent survey conducted by KPMG states that traditional media is still popular. The global network explored how different generations across the world are using new media and technology, and found that 72% of the respondents said TV and newspapers were still their primary source of news. Even for the young respondents, the under-25’s, traditional outlets were listed as first choice for news information.My blog has attempted to debate the new challenges the new media provides, but could there be that new media won’t even be an issue for Public Relations. If you think about it, how many people can honestly say that they regularly visit blogs? I conducted a little survey, worth mentioning that the sample is not big enough to say it’s valid or reliable, on some persons my age. These persons are educated and active members of society, but they had no idea on how to find blogs on specific topics online. One reason could be that they’re not interested in the ‘internet revolution’ that is claimed to take place, but if these persons don’t use new media should PRO’s spend time trying to adapt to the new skills?
There is no doubt that new media is growing, and it will eventually play a significant role on how one communicates with each other. But it may be that it will take a bit longer than predicted. The survey stresses the growing complexity of communications and why it’s crucial to develop key messages in order to get heard. It seems that it’s the quality of the message that is important, not how it is delivered. Maybe the key challenge PRO’s are facing is to concentrate on the content of their messages rather than wondering how to approach the new wave?
9 comments:
Hey Lise!
In my opinion, it will be a long time until traditional media will be overshadowed by new media like blogs, if it ever happens at all. I agree with your findings that young people are not all that interested in blogging as it is hyped up to be. I don't know anyone in my circle of friends and acquaintances who regularly reads blogs. Besides, there's also the issue of trust. What you read in the newspapers and see on television has to adhere to certain standards and regulations, whereas anyone can post anything on the Internet. You have to question the accuracy and impartiality of these sources.
I am myself very interested in the phenomenon of new media and at the present, I am a member in a variety of networking communities. However, I still prefer to get information from a newspaper in the first place. Not from the online version, but from the real one, which I can carry around with me, requires no batteries, does not take ages to load an article and I can read it when and where I want to.
Sure, you can access new media via the most up-to-date mobile phones and be able to access online newspapers with it. Nevertheless, in lots of places, your mobile loses the connection to the internet or the batteries get empty.
Traditional outlets have one huge advantage: They perfectly adapt to our lives!
Hi Lise,
I think New Media came to make PR Practitioners job easier. PR can use New Media as new tools that can be used as tactics. Anyway, I don’t think that traditional PR will be left behind by the emergence of New Media. On the contrary, I think New Media will make PR stronger.
Hi Lise,
I think you are right about the fact that the power and influence of bloggers might be a bit exaggerated (by the way, I am very impressed about the fact that you conducted your own survey!!!). I also have to admit that I don’t actually read any blogs, although I have used PR blogs for academic purposes, I never use blogs as a source for news. However, even though the “general public” might not read blogs that does not mean that they are not influential. In fact, I was really surprised when I read in Media Guardian a couple of weeks ago that a considerable amount of The Guardian’s news stories generate from blogs. I don’t think that all the blogs out there are influential (there are currently about 60 million of them), in fact, I think the majority of them are neither read nor updated. However, there are some blogs that are regarded as authoritative and reliable sources, blogs that PRPs should pay particularly attention to. My point is that in this never ending “new media debate” I don’t think there is one right answer. Yes, new media does have an influence on PR practice, but it doesn’t necessarily mean that it will revolutionize the whole practice and that everything will change. As you wrote, the content is what is important.
Hi Lise,
I agree with you since I read the article myself on PR week and my blog is on the same topic. Thats true despite the fact that there is an explosive growth of new media in recent years, television and newspapers remain the primary sources of news across all age groups globally, according to a survey by KPMG International. I think this has something to do with the issue of trust, the audience they want something thats reliable and trustworthy. Since the traditional media hasn't let them down people will always stick to what they know and trust. It will be some time before the new media will take over completely the way we receive or communicate our information.
Who would of thought of the impact new media would have on society today? Its something that cannot be ignored, regardless of where in the world we are, it is something as professionals have to embrace. New media has definately changed the way PR professionals operate but I believe that it will never replace it. There are just too many blogs for anyone to know which ones are a good source of information.
With traditional media, its something that most of us grew up with and is seen by many as the main source of news. Yes the 24-hour news environment has changed the way PR operates but I believe that new media only provides more challenges to PR.
Hi Lise,
I believe traditional media will still continue to play an important role in communicating to the society. Truly, new media is very popular now and has its advantages over traditional media but so also does traditional media. For one thing, traditional media is still more trusted and reliable as information sources than new media especially when it comes to life threatening information relating to disasters, floods, wars etc. During these periods most people seek information mainly from traditional media. Another point worth mentioning is that traditional still provide a lot of information new media uses. For example most bloggers read news magazines, newspapers, watch TV and listen to the radio before blogging about the information they got from these media. sometimes you hear bloggers say, I read and article in PR Week, or the Harvard Review, or the Times which says that... This shows that traditional media still very much sets the communication agenda. Thus new media will just complement traditional media and not replace it.
I think at the end of the day, it really doesn't matter what platform you use - traditional, new, outspace(!!) - its all about being creative and grabbing the attention of the media, who would be interested in covering your story.
I do agree with you in the sense that I do get my information from a traditional source. I enjoy seeing things on print and on the news because I trust them more. I mean anyone can create a blog and post information that is not factually correct. If you look at the site Wikipedia.com, the entries can be changed by users which can alter the factual correctness of entries.
As far as your survey goes on reading blogs, I don't read them, but I do have my own. In fact I find it quite difficult to search out decent blogs that appear credible and interesting.
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