New Media and Public Relations
Within the late 20th century and during present times of the 21st century the ways in which we communicate with one another have dramatically changed and it is no longer necessary to be standing face to face with someone to hold an instantaneous conversation. With the field of public relations being based very much so upon communication it is then needless to so that the implications that new media is having within this field reaches endless lengths and poses not only huge opportunities put also threats (Fitch, 20009).
Whilst working in public relations I believe that it is crucial for firms to establish a presence within new media in order for them to connect with the majority of people utilising it worldwide. When talking about the phenomenon that is “new media” it is hard for me to go past the video that Prue Robson showed us in our very first “Introduction to Public Relations” lecture that outlines unbelievable statistics that the internet and social media has churned out:
Ultimately I believe that public relations practitioners must embrace the need to understand and occupy new media in order to have a good relationship with their publics. If traditional or “old school” public relations practitioners are too naive or stubborn to understand new media’s influence on contemporary publics this could have dire consequences to the practitioners clients. As mentioned in the video linked above “34% of bloggers post opinions about products and brands and 75% of people trust peer recommendations over advertisements” I think that these statistics prove that if an organisation strives to truly influence it’s publics they must have a stranglehold upon new media.
On a completely different topic I would like to allude to the aspect of managing public relations within a non western culture. When doing so and applying the public relations theories of western cultures to Asian communities a practitioner must be aware that the approach of Asian counterparts is much more holistic and that there is not one single theoretical model. A public relations consultant must ensure that they hold knowledge within the fields of politics and economics before undertaking work within these regions (Stanton, 2009).
Fitch, K 2009, New Media and Public Relations. An Introduction to Public Relations From Theory to Practice. South Melbourne, Oxford.
Stanton, R 2009, Focus on Asian Public Relations Management. An Introduction to Public Relations From Theory to Practice. South Melbourne, Oxford.