So far this blog has attempted to identify what new media is, the challenges new media provides, and different ways PRO’s can grasp the new trend.It seems that blogs are the most hyped communication tool for PRO’s. Blogs can include anything. Information, news, pictures, debate forum, videos etc. etc. The difficult aspect however is how PRO’s should grasp this opportunity. There are many examples of successful attempts, as well as the hordes of unsuccessful. So many has there been that the EU Unfair Commercial Practices Directive have suggested a law against ‘flogging’. Fake blogs where people claim to be someone they’re not. This brings us to the ethical aspect of Public Relations. This is a ‘traditional’ problem for the industry, but as the communication trend is said to be shifting, isn’t it alarming that young PRO’s had no problem voting against the motion ‘PR has a duty to tell the truth’ at the debate held at the University of Westminster in February. At the same time as everyone is talking about new media, KPMG releases a survey that claims traditional media remains popular, and that PRO’s shouldn’t concern so much about getting the hold of the web 2.0.
From talking to a number of people about this trend, it seems that the survey has been a relief for many. Several people claim that they haven’t quite got the grasp of this new trend and still need some time to understand this new way of communicating. Although they love the idea of new media, and that you can find all the information you need (or want…) online, many PRO’s are far from experts in the field. Even I have problems understanding the possibilities of the digital revolution, and I’m supposed to be one of the ‘innovators.’ I can’t help but feeling ‘old’ when I think about those days when internet first came, and when everybody suddenly needed cell phones. I enjoyed ‘texting’ my friends, and I even learned some cool abbreviations. Then came WAP, MMS, MP3, Ipod, MySpace, YouTube, Blogs ++++ and I completely fell off. I have still not managed to get on the top again, and every time I learn and understand one thing, something new and un-understandable pops up.
New media is a new challenge for PR practitioners, and certainly for me. However I’m sure we'll find a way to get on top of the trend, and when we do, great things will happen!!
CUL8R ;-)
CUL8R ;-)
3 comments:
Hi Lise!
It seems that we have the same thoughts, about how the advents of technology, have changed our lives, and that they tend to shape a totally new PR profession.
Over the last month, after the module about PR and technology has started (I am having an MSc in PR at Stirling University), I feel overloaded with information about technologies I had no idea they exist: bluecasting, podcasting, RSS, social media press release, twitter and the list has no end.
I chose this module, (as it is an option one), because I was feeling that I have to confront the new hi-tech reality. It is obvious, that all these tools, which we now find un-understandable, will play an important role, if not yet, in Public Relations field.
Traditional methods may still occupy a prominent position among PR tactics, and some of them will keep being important weapons for the practitioners, but there is no doubt, that the field has already been transformed.
I feel lucky that I have the chance to learn all these new technologies, as we are a generation that HAS to know about them.
Technology, even in its more simple form, has altered our lives. It will not take it too much to change one more profession.
It's true that I have a lot to learn, because (as I consider myself to be) I am tech-illiterate. But the more I learn, the more exciting I think technology is, and the more I want to learn! I think I'm getting it!!! Let’s twitter....
PS: I would recommend you, to choose a larger font for your posts as, at least for me, it’s difficult to read through them. Don’t forget that in our profession, we should facilitate the communication with our publics!!! :-)
Thanks for the font's change!:-)
Thanks for your comments Evi. Unfortunantely I'm not able to enlarge the fonts other than on my postings. Hope you're able to enjoy the blog despite this.
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