Carmen Neghina Public Relations and New Media Technologies Changing models of communication - trends - traditional model Implications of new technology - implications - challenges - two-way communication model survey results - content analysis - mail questionnaire - conclusions

1. PR and New Media Technologies

2. Table of Contents

3. Trends Expanding capabilities Decreasing prices Internet – multifaceted mass medium (different configurations of communication)

4. Traditional Approach One – Way Comm. Changing Models of Communication

5. Changing Models of Communication Traditional Approach One – Way Comm. Two – Way Comm.

6. Changing Models of Communication Traditional Approach One – Way Comm. Two – Way Comm. Multidirectional Comm.

7. Changing Models in Communication Characteristics: Emphasis on the SENDER (sender based model) Existence of a communication gatekeeper

8. Changing Models of Communication New Model Direct access to information (no gatekeeper) Receiver based model ! Shift of power

9. Changing Models of Communication A message can be distributed: 1 . Point – to – Point 2. Point – to – Multipoint 3. Point – to – ServerNarrowcast 4. Server Broadcast 5. Server Narrowcast

10. A message can be distributed: 1 . Point – to – Point 2. Point – to – Multipoint 3. Point – to – ServerNarrowcast 4. Server Broadcast 5. Server Narrowcast Changing Models of Communication SOFTWARE

11. Changing Models of Communication A message can be distributed: 1 . Point – to – Point 2. Point – to – Multipoint 3. Point – to – ServerNarrowcast 4. Server Broadcast 5. Server Narrowcast LOG-IN NAMES + PASSWORDS

12. Changing Models of Communication A message can be distributed: 1 . Point – to – Point 2. Point – to – Multipoint 3. Point – to – ServerNarrowcast 4. Server Broadcast 5. Server Narrowcast SOFTWARE

13. Changing Models of Communication A message can be distributed: 1 . Point – to – Point 2. Point – to – Multipoint 3. Point – to – ServerNarrowcast 4. Server Broadcast 5. Server Narrowcast AUTHORIZATION

14. Implications of New Technology on PR Productivity and Efficiency PRO CON Speed of transmission Increased timelines of messages Productivity, efficiency, effectiveness Information overload (for PR agents, journalists, other publics) Sending messages is more difficult Need for constant technological updates

15. Implications of New Technology on PR Research and Evaluation On-line surveys Internal / external participants Reduced cost Real-time evaluation Safe storage of results Easier to: manage media lists Distribute press releases Track publicity : on-line groups, magazines, newspapers, web-traffic Access past data (archives)

16. Implications of New Technology on PR Information Retrieval and Distribution E-mails, Web, FTP: transfer and archive information simultaneously Receive information in real-time Easier to distribute information: text, audio, video

17. Implications of New Technology on PR PR Roles Easier to detect emerging issues More power to present info for superiors and subordinates New methods of communication with publics Easier to manage crisis

18. Implications of New Technology on PR Challenges in Incorporating New Technologies: The perception of Cyberspace: Information sabotage Privacy and copyright concerns Negative image of the Internet: sexual, racist, politically unpopular information Incorporating New Technologies price and usage: Internet users: wealthier and more highly educated Difficult to navigate certain websites Easier to access than to create / design / manage websites

19. Implications of New Technology on PR Interactivity & Two-Way Communication Internet users: psychologically unique, computer-oriented publics Interactive Media: information + marketing tool Important to define your audience and devise appropriate tactics to reach them

20. Implications of New Technology on PR Power and Information Control Sender Receiver Model Before: information distributed by large, well-financed broadcast and publishing companies Now: independent publishing is just as important: good ideas are promoted regardless of money WEB : equalizer Organizations need to worry about: Individuals Opposition groups Large and small competitors PR agents: build communities

21. Study Results Content Analysis: Sample: 1,200 – 1,600 members of PR FORUM Purpose: identify the types of technologies mostly discussed since the creation of PR FORUM Results: The most mentioned category: WWW E-mail: contact purpose Recommendations of websites was also popular Requesting software information and recommendations

22. Study Results 2. Mail Questionnaire: Sample: 750 PR practitioners Purpose: Determine the impact of the Internet on themselves, their org. and the PR field Results: 94% had access to the Internet 63% had websites 76% programmed by IT departments; 16% by PR 86% influenced the design 9% subscribed to services that monitor newsgroups Neutral towards negative attitudes about Effectiveness of the org.’s use of multimedia capabilities Own competency in creating multimedia materials Strong agreement: helping the org. compete with larger organizations Agree: allows hostile groups to change public opinion Internet used to monitor trends and issues in the environment Information overload: problem PR material doesn’t need to be entertaining