A review of the impact of new media on public relations: Challenges for terrain, practice and education.

The emergence of the internet had give several opportunities for public relations practitioners to collect information, monitor public opinion on issues as well as to engage in direct dialoged with the public. There are too many definitions of new media. Yet, new media can be recognize by the advancement of technologies that often portable and facilitate communication mobility. In other words, new media facilitate person to person to person communications. There are several medium of new media which are SMS, MMS and the internet.

In terms of public relations practice, new media is helping the public relations practitioners to keep abreast on what is available and what will happen in the future. It is being updated continuously by the new technologies available. Now, new media had helped public relations practitioner to prepare their material faster than before and the role of the practitioners are to make sure the accuracy of each material produced to the public since new media made all materials available online.

Since everything is available online, the public relations practitioners need a technical practice on several editing skills and webpage skills. Furthermore, the role of public relations practitioner is to make sure each material produce reach the audiences. Besides, they need to partially control the material. The emergence of new media had helped the public relations practitioner to communicate with the stakeholders in group thus it help on the increasing of investments. In addition, the public relations territory will be more attractive with the new media. Public relations practitioners will perhaps be seen communicate in a ‘touchy feely’ communication without new media and technologies.

Reviewed by: Zalikha Nadhirah Mohd Nor Azmi

 
Source from: http://www.pria.com.au/sitebuilder/forms/forms/file/34-174/Melanie%20James%20article%20Asia%20Pacific%20PR%20Journal.pdf

Plugging In New PR Technologies: How to reach the media in today's 2.0 world

Everyone is blogging. Search engine optimization (SEO) is common place in the corporate world and you cannot turn around without hearing something about YouTube or MySpace. A strong social media strategy can really set your company apart from the competition and extend your business' thought leadership outreach and touch a broader audience. Public relations professionals can help their companies or clients navigate these new waters.

Blogging is the great equalizer as more people are getting information from these citizen journalists-the key as a PR executive is to cut through the clutter and make sure you are reaching those legitimate blogs to bring your client the added value that can come from these outlets.

Podcasting offers controlled production and messaging. It's inexpensive and excellent for promoting a problem and evangelizing the solution. And finally, it's measurable. You can easily tell how many people are downloading your podcast. Your PR firm should help you identify opportunities to partner with key outlets and industry partners to develop a podcast as well as assist you in the development of content.

Reviewed by: Siti Khadijah Razali (2009391651)

Source by: http://www.aboutpublicrelations.net

Twitter, Wordpress Execs in Iraq to Help Country Use New Media

Mobile phone use is nearly universal in Iraq. However, the country is served by various phone networks, resulting in a ‘bit of comical’ situation, many residents carry at least two phones from separate providers to ensure that they are always connected. So said Raanan Bar-Cohen, one of nine technology executives led trip on how the war-battered country can effectively use new media as it rebuilds.

Bar-Cohen represents Automattic, best known for the blog-publishing application WordPress. Jack Dorsey, the founder of the micro-blogging site Twitter said, it is to "build upon anti-corruption efforts, promote critical thinking in the classroom, and scale-up civil society" among other goals. A social networking service connects people with common interests, so they meet face-to-face. He and several members of the delegation are posting their thoughts and photos on blogs and on Twitter.

Five percent of the country has Internet access at home, but a larger unknown percentage of Iraqis get online at Internet cafes. Because of the ubiquity of mobile phones, text messaging is very popular. "There is also a ton of SMS (short message service) usage here, which is encouraging as it may provide an alternative means of interacting with certain services as Iraqis wait for internet broadband to develop.

The country is working to improve Internet connections, but efforts have been hampered by "sabotage missions which disrupt the work" and other factors, he said. "The optimistic projections are for Iraq to be at around 60 percent broadband penetration in about 18-24 months if things go according to plan”.

Reviewed by Shayu Amyna Zakaria

Sources http://articles.cnn.com/2009-04-21/tech/iraq.twitter.technology_1_micro-blogging-social-networking-delegation?

New Communication Challenges Faced By PR

            Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. From the introduction of the television, the phone and even, new government policies have changed the publics’ attitudes and behaviors. PR practitioners had to blend in and be attached with the new communication challenges. But, with the help of the new communication technologies, such as the Internet, social media websites have helped Public Relations in getting access to the public. In relations with the business world, getting a media coverage in business perspective has been a challenge and to have the members of the media consider it newsworthy is the other story. An increasing number of journalists and news editors are starting to write and read blogs, on a daily basis, to write, find new and interesting story ideas. The content is fresh and up-to-date that excites these editors.

            Blogs provide an exceptional and personal way to communicate with current and prospective customers. The more casual and unfiltered voice of the blogger creates the image of a business as being composed. Even if a company is having a crisis, through blogging consumers and businessmen could discuss the issue. Instead of “spinning”, which usually associated with public relations, the blog can serve as an honest and concerned pipeline, directly to the public. Therefore, the business can regain and increase the public’s trust. Concerned customers and public will view the blog as giving the answer they would want to hear. This indeed will help enhance the business’s reputation, both in the short and long run.

Blogging as a public opinion medium gives up that tight control, and presents a message in a conversation with the reader. In that sense, the blog cultivates public opinion. With the increasing number of transparency, inside and outside of organizations, the best approach is one of open discussion. A blog is definitely the ideal vehicle in reaching the public. A blog can enhance that perception of honesty by delivering the straight goods on an issue. With that open approach, lacking the traditional tightly controlled message, trust in the company is enhanced.

Reviewed by: Noralisa bt zubir

 
Source: http://blogbusinessworld.blogspot.com/2005/12/blogs-and-public-relations-reprint.html

The New Rules of Pr: How to Create a Press Release Strategy for Reaching Buyers Directly

Nowadays everybody knew that the only reason we issued a press release was to get media to write about our products or our company. So, basically to get the best things to achieve the target was tranformed the new media tools such as press release into new rules. Below are the new rules for pr practitioners in creating the strategic press release:

              I.        Don’t just send press releases when “big news” is happening; Find good reasons to send them all the time.

            II.        Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.

           III.        Write releases replete with keyword-rich copy.

          IV.        Create links in releases to deliver potential customers to landing pages on your Web site.

            V.        Optimize press release delivery for searching and browsing.

          VI.        Drive people into the sales process with press releases.

The reasons why these new rules should be applied among the pr practitioners are because the primary audience is no longer just a handful of journalists. Hence the audience is millions of people with Internet connections and access to search engines and RSS readers. In addition, in an increasingly competitive marketplace, all organizations are searching for the elusive key to success. Well, look no further: Content, even in the form of a “mere” press release, will unlock success in almost any product category, even in highly competitive industries where smaller players are beset upon by larger, better-funded competitors.

There Are Some Strategies for Reaching Buyers Directly

1.    In order to implement a successful press release strategy, think like a publisher. Marketers at the most enlightened organizations recognize the fact that they are now purveyors of information and they manage content as a valuable asset.

2.    Publishers also recognize that simply creating compelling content is not enough; it has to reach interested readers. The best way to publish press releases is to simultaneously post a release to your own Web site and send it to one of the press release wires.

3.    Post your press releases to an appropriate and readily findable section of your Web site.

4.    A great way to start thinking like a publisher and to create press releases that drive action is to focus on your customer’s problems and then create and deliver content accordingly.

Finally, an effective press release strategy, artfully executed, drives action. Companies that understand the new rules of press releases have a clearly defined goal such as to sell products, generate leads, secure contributions, or get people to join and also to deliver content that directly contributes to reaching that goal.

Reviewed by: Sida Abu Bakar

Sourcehttp://www.google.com.my/url?sa=t&rct=j&q=television%20as%20medium%20of%20public%20relations%20communications.pdf&source=web&cd=1&sqi=2&ved=0CFMQFjAA&url=http%3A%2F%2Fwww.davidmeermanscott.com%2Fdocuments%2FNew_Rules_of_PR.pdf&ei=KoLfT_rNL8bJrAempb2qDQ&usg=AFQjCNFu55Cylc_Igos-KB---0tyyeFgiQ&cad=rja