Chapter 12: Tapping the Web and New Media


This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox 

The Internet: Pervasive in Our Lives:

  • Traditional Media:
    • Is centralized
    • Expensive
    • Staffed by gatekeepers known as editors and publishers
    • Features one-way communication with limited feedback channels
  • New Media:
    • Widespread broadband
    • Cheap/free
    • New distribution channels
    • Mobile devices
    • New advertising paradigms

The World Wide Web:

  • Can update information quickly
  • Allows interaction
  • Researchers can find more about their interests
  • Great amount of material can be posted
  • Cost-effective
  • Reach niche-markets and audiences
  • Users can reach your organization information within 24 hours

The Basics of Webcasting:

  • One survey found that more than 90 percent of public companies use Webcasts for everything from employee training to briefings for financial analysts and news conferences launching a new product.
  • Be aware of (1) quality, (2) computer capabilities of the intended audience

The Rise of Social Media:

  • Blogs are the most dominant manifestation, but social networks such as MySpace, Facebook, and YouTube are also a major presence in today’s world, even more social networks are being created almost daily.
  • Conversations can’t be controlled, so organizations and their public relations staffs must get used to the idea that everything an organization does is more transparent and fair game for comment.

The Explosion of Blogs:

  • Although the vast majority of blogs are still the province of individuals who post their diaries and personal opinion, they are now widely recognized by business and public relations personnel as an extremely cost-effective way to reach large numbers of people.
  • Corporate Blogs
  • Employee Blogs
  • Third-Party Blogs

The Continuing Role of Traditional Media:

  • July 2008 an estimated 220 million Americans had Internet access at home or work, and 73 percent of them went online in May.
  • Internet has no space or time constraints.
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Filed under Chapter Notes, PRCA 3330

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