New Media, New Influencers & Implications for Public Relations by Society and New Communication Research

Technology is design for instrumental action that reduces the uncertainty in the cause-effect relationship involved in achieving a desired outcome. It is where the importance of new media technology seen very clearly nowadays, which may be proactive process and cannot be ignored especially by Public Relations and Marketing professionals. According to the article by Society and New Communication Research (2008), a recent survey of nearly 300 public relations, corporate and marketing communications professionals experienced in social media, fifty-seven percent of respondents said that social media tools are becoming more valuable to the practice.  

In the new media development and execution phase, it is important to determine which new media tools and tactics that appropriate for an individual or organization. A survey shows public relations professionals rank blogs, video sharing and social networks as the three most effective channels of new media communications. The most successful new media programs often start small and often evolve into larger and broader activities. 

There are three major steps required for an organization to embarking on a new media program which are outline all strategies, set goals, and prepare for possible outcomes. The earliest two steps enable an organization to correct misinformation, discuss, and use the power of two-way communications from new media to reach the goals. The third step is essential to ensure success.

Apart from having new media as the key to ensure success, it is also one of the best ways to recruit audience especially the influencers. As given from this article, key influencer characteristics can be as simple as a blogger passionate about your service or product or as complicated as how often one comments on a blog and the length of their post. If you are starting small, a simple blog search and review of a blogger bio may provide the necessary information to identify key influencers.   

In a nutshell, new media technology is changing the landscape of public relations in various ways. First one is shifting from one way PR communications to two or multi-ways conversations. Then, new media has also affected how PR professional engage and interact with the traditional media reporter. Lastly, as more new media tools and techniques emerge, it enable PR practitioner to expand reach of messages and programs to the mass audience.

Source:

http://sncr.org/sites/default/files/documents/tip%20sheets/SNCR_New_Influencers_Tip_Sheet.pdf

Reviewed by Nor Azila bt Mazlah @ Mazlan (2009740421)