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Is new media posing a serious challenge to traditional media? L.Omariba MA Public Relations

Is new media posing a serious challenge to traditional media? L.Omariba MA Public Relations University of Westminster. NEW MEDIA. The Public Relations Long Tail. Effectiveness or the weight of various earned media tactics in the current environment.

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Is new media posing a serious challenge to traditional media? L.Omariba MA Public Relations

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  1. Is new media posing a serious challenge to traditional media? L.Omariba MA Public Relations University of Westminster

  2. NEW MEDIA

  3. The Public Relations Long Tail • Effectiveness or the weight of various earned media tactics in the current environment. • Red hits have the most impact, while the long tail (yellow) still makes up half the marketplace.

  4. New media ecosystem • Online communities discuss and extend the stories created by mainstream media. • These communities also produce participatory journalism, grassroots reporting, annotative reporting, commentary and fact-checking, which the mainstream media feed upon, developing them as a pool of tips, sources and story ideas.

  5. Web 2.0 map • PR 2.0 is inspired by web 1.0

  6. Many people now tend to search for information on internet. • New media is rapidly becoming mainstream across the world

  7. “Traditional press releases do not seem to work these days,” says Todd Defren, Principal of SHIFT Communications and father of Social Media Release. Social Media Press Release Template by Todd Defren - Shift Communications

  8. Blogs BENEFITS • Offers low cost web authoring. • Fastest way to publish • Publish from anywhere • interactive Also, blogs offer most of the benefits of more expensive traditional content management systems: for instance, • One can easily output content through templates in multiple formats. • The system manages archiving, organization, categorization, and publishing automatically. • Freeness to set permissions over who can create or edit content. • Blogs can integrate with your existing website and other applications • Number of bloggers worldwide = 184 million. • Source: Universal McCann finds: (March 2008

  9. Newspapers and magazines readership decline Online sources for news are booming

  10. Key News Audiences Blend Online and Traditional Sources • Consumption of online news continue to grow • Print news declines while online news grows in the U.S Source: 2008 survey, Pew Research Center for the People and Press

  11. Key News Audiences Blend Online and Traditional Sources • Overall, 37% of public get news online. • 35% of internet users went online at least three days a week. Source: 2008 survey, Pew Research Center for the People and Press

  12. Social media and networking:A global phenomenal social-media-usage-world-map-2008

  13. New media Vs Traditional Things to have in mind: • Accessibility • Cost effective • Lifespan • Knowledge • Active producers of content • Interactivity

  14. THANK YOU.

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