New media technologies has emerged and evolved day by day in our society and work fields. It developed fast and has been used widely by the people through out the world. It consists of the blogging, Internet news services, writing for cross-media delivery, web publishing, multimedia news releases, and the used of interactive content. It involves public relations practitioner that need to move accordingly with the development of new media technologies in order to fulfill all the tasks demanded.
New media or modern technologies do give consequences towards the public relations practice both pros and cons. As taken and reviewed from the journal on “A Review of the Impact of New Media on Public Relations: Challenges for terrain, practice and education”, it stated that public relations practitioners are facing many kind of challenges in order to cope and move accordingly with the new media technologies. The challenges occur in the public relations job perspectives and their work performances.
For instant, PR practitioners will have more pressure in order to provide instant content, messages and updates to their targeted audiences that demand for immediate updates. They will also have strain relationship with their colleagues, senior staff and IT team due to the constraint when using the new media technologies. Thus, they need to form stronger alliances and engages with the organization’s legal advisers.
An organization may also get involve in ghost-writing a blog or flogging which means fake blogging when they need to grab the attention of the key audiences and fulfill the demands of new media technologies. Not only that, when an organization are very aware of the new media developments, they would not realize and consider the full implications of doing so (James).
In order to cope with the challenges they should have more technical skills, improve and get the extra knowledge on the usage of the new media if one wants to embrace the existence of the new technologies. Even though public relations practitioner are trying hard to adapt with the development of new media, they should consider the target publics either they have access to new media technologies or not.
Retrieved from www.pria.com.au [A review of the impact of new media on public relations: Challenges for terrain, practice and education].
Reviewed by Aminah Munirah Ahmad Hishamuddin.
In my opinion, we have to cope with evolvement of the new media. However, the Government should impose the rules and regulations thoroughly to avoid the misuse of this new technology.
ReplyDeleteThe good part is, PR practitioner need to be more skilled to offer the best services in competing with others. Thus, offering the market to more opportunity.
Thanks for discussing my article - glad it's proving helpful to you.
ReplyDeleteMelanie James www.melaniejames.com