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PR in New Media Era

Ideas for Discussion. About the Old and New Media.New Media for MarketingNew Media for PR-ing.Tantangan New MediaEpilog. Old Media

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PR in New Media Era

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    1. PR in New Media Era PR Society Conference Jakarta, 26 November 2008 By : Ninok Leksono

    2. Ideas for Discussion About the Old and New Media. New Media for Marketing New Media for PR-ing. Tantangan New Media Epilog

    3. Old Media & New Media Old Media: newspaper, radio, TV. New Media: Internet, cellular/mobile Old but New Media: Internet Protocol TV, e-paper (Kompas, Kontan) Old media under siege: Newspapers circulation has been stagnant/declining. New Media on the rise.

    4. Why New Media? Techn: “The Stone Age ended not because men ran out stone, but because there was a new and better technology”. In the case of media, the new techno was the convergence of Information Techn (IT) & Communication, that produced ICT (Inform. & Com Techn.) Change in “life style”.

    5. New Life-style The way people get information : Old life-style ? New life-style. Old Style: 05.00 – 08.00 AM, newspaper with a cup of coffee. Now ? No more. New Style: Information “ANYWHERE, ANYTIME”, and with “ANY MEANS” ? FLEXIBILITY.

    6. Multimedia Life-Style Before going to office : Sound of TV and little scan of morning paper. Car radio on the way to office. Internet browsing during coffee time. Lunch-time breaking news via SMS. Afternoon tea: little peep of magazine. Evening: TV time.

    7. Penggunaan Media

    8. Characteristics of New Media Instant Global coverage, overcoming geographical boundaries. Multimediality ? PRINT, ONLINE, MOBILE, can be enriched by animation etc. Instant Interactivity (compare with newspaper). Natural platform for community building ? strengthens and radiates content.

    9. Age of Users Typical for old media : 5 – 80 yrs Typical for new media : 10 – 40 yrs Digital Generation : Born around early 1990s ? more familiar with gadget, rarely read newspaper. Sosio-economic: From C to AB. Intellectually developed, but not so financially.

    10. PR-ing Do it REGULARLY, SYSTEMATICALLY, and IN PROACTIVE WAY. i.e: Through Monthly Newsletter, with note from Dir. Identify STAKE-HOLDERS: Customers, news media, education inst, community groups, etc. Online enhances Offline. Old principles stay.

    11. Benefit of e-PR Enhance presence, not only in business community, but also wider audience. Enabling hundreds, thousands, of one-to-one relations simultaneously. Able to exploit all good qualities of the new media, i.e speed, global, interactive. Efficient: Less stationeries, less paper.

    12. Homeworks to Do Have to know how to write for the Internet. Remember Adagium “The Medium is the Message”. I.e. less informal language. Have to know targeted interest group, potential audience. (Their websites, e-mail addresses, mailing lists.) Always have something to offer.

    13. Constraints & Prospect DIGITAL DIVIDE, PC penetration and Internet access still limited. (Abt 10 – 15% of population). Contrast between big and smaller cities. Bright in the future: Computers more affordable, access more available. Program for “Knowledge-based Society”.

    14. EPILOG : Online dan Offline New Media/Tech for ENHANCING PR-ING) Online yes, Offline efforts stay. Apart from VIRTUAL, develop REAL COMMUNITIES, as basis for activities and growth.

    15. Thank You * Have a very good afternoon

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