New
media is becoming the preferred term for a range of media practices that employ
digital technologies and the computer in some way or another. The new media as a general definition, refers to innovating
forms of interaction between people and technology, is about the relationship
between people and instruments of communication. Examples of new media: blogs,
video games, virtual worlds, Wikipedia or any mobile device, interactive
televisions and even sites and emails.
Consideration
will be given to both the impact on skills, knowledge and work practices of
current and future practitioners and the way new media is consumed and used,
including the impact that related expectations and behavior of consumers is
having on public relations practice. New technologies are being developed and
updated continuously and in themselves pose challenges for public relations
professionals in terms of keeping abreast of not only what is available but
also of what is being planned for release in the future. Many large scale
public relations projects such as national public information campaigns or
major international events have long lead times.
If
new media are to be embraced, public relations practitioners will need more
technical skills in areas such as web publishing, new software operation,
online security, search engine optimization, web analytics and web trend
analysis software operation. They will need enhanced online information
architecture skills and skills related to managing an increasing amount of
complex information digitally. Writing for cross-media delivery will continue
as a major component of practice but the demands for multimedia elements will
bring even more challenges in this area.
If new media is already a
part of your daily life, promote what you are doing, demonstrate the results
that these campaigns deliver, and continue to innovate. As a result your
organisations, clients and teams will all benefit, and the PR sector will be
rightly seen as the natural champions of new media communications.
Reviewed by Izzati Suhaila
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