amic presentation, 110712

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BY SHANKAR & DR. KIRANJIT SOCIAL MEDIA: SOCIAL MEDIA: JOURNALISTS, PUBLIC JOURNALISTS, PUBLIC RELATIONS – TRUST OR RELATIONS – TRUST OR DISTRUST? DISTRUST? July 12, Shah Alam, Malaysia A PRACTITIONERS’ PERSPECTIVE

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Final presentation presented at 21st Annual AMIC Conference at Malaysia

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Page 1: Amic presentation, 110712

BY SHANKAR & DR. KIRANJIT

SOCIAL MEDIA: SOCIAL MEDIA: JOURNALISTS, PUBLIC JOURNALISTS, PUBLIC RELATIONS – TRUST RELATIONS – TRUST

OR DISTRUST?OR DISTRUST?

July 12, Shah Alam, MalaysiaA PRACTITIONERS’ PERSPECTIVE

Page 2: Amic presentation, 110712

INDEX

Introduction Context Objective of Study Study – Methodology

Respondents – India/Malaysia Findings Conclusion Way Forward

Page 3: Amic presentation, 110712

INTRODUCTION

News Gathering process – Traditional & New

Regional media driving circulation & readership

Internet access – differential

Use of Social Media by PR Professionals

Organisation policy & Use of Social Media

Advent of Smart Phones/Tablets

Use of SM varies in India & Malaysia

Page 4: Amic presentation, 110712

CONTEXT FOR STUDY

Digital Media enables faster & reliable news

gathering process

With Digital Media becoming ‘Social’ - information

exchange is now web | mobile based

Advent of SM is leading to virtual engagement

Technology, preference & absorption influences

information exchange

Location is a major determinant of using SM

Page 5: Amic presentation, 110712

COMMUNICATION ECO-SYSTEM

OrganisationPublic Relations Journalists

Social Media

Page 6: Amic presentation, 110712

COMMUNICATION ECO-SYSTEM

Organisation

Develop road map for better communication strategy that leverages SM

Help develop SM as effective medium to share information, updates, trends and better engagement beyond information exchange

Public Relations Journalists

Social Media

Page 7: Amic presentation, 110712

OBJECTIVES OF STUDY

Understand role of SM in news gathering

Understand role & impact of SM

Type of SM being used & its importance in news

reporting or information exchange

Understand usage of SM in India and Malaysia

Is SM being leveraged to reach larger audiences

Page 8: Amic presentation, 110712

METHODOLOGY Study focuses on usage of SM among Journalists & PR For better insights into the above, Indian & Malaysia Journalists & PR fraternity were approached with questionnaires

Survey in India In India – 60 Journalists & PR Practitioners were approached E-Mail, Phone & in-person interviews used for data collection

Survey in MalaysiaSurvey of 442 Journalists in Malaysia done in 2010 – trying to understand reliance on digital media10 PR practitioners in Malaysia from Govt., Consultancy & Corporate sector E-Mail, Phone & in-person interviews used for data collection

Administered the same questionnaire to bring uniformity

Page 9: Amic presentation, 110712

RESPONDENTS

A. JournalistsMainline – English & Financial DailiesVernacular – TeluguTelevision – National & TeluguB. PR ProfessionalsPR agencyCorporate CommunicationsIndividual ConsultantsC. LocationsHyderabad | Delhi | Mumbai | Chennai| Bangalore| US

Total Sample Size Approached: 60 & Responded: 35Journalists: 19PR Professionals: 16

Page 10: Amic presentation, 110712

INDUSTRY – SOME BASIC STATS

Newspaper Industry (Source: WPT, 2011 report from WAN-IFRA)

Publishing industry global revenues - $160 bn annually Global Circulation: 519 million – reaches 2.3 bn daily, with 20% reading on Internet Between 2006-10, print circulation has dropped India & China are “world absolute leaders in industry” Circulation in India grew by 8.23% in 2010-11 – regional dailies accounting for significant increase Malay media is State-owned & State-controlled

Television 141 million TV households in India – 116 mn connected by cable, 25 mn. by DTH

Internet 100 million Internet users in India vs. 500 mn. in China 17 mn. Internet users in Malaysia – 64% users under 35

Staggering numbers – IGNORE AT ONE’S RISK??

Page 11: Amic presentation, 110712

RESEARCH QUESTIONS FOR STUDY

Do journalists use SM as an information source to file

stories – News Gathering Process

Is SM a credible source to get information – issues of

trust??

Interplay between journalists, PR professionals & client

– use of SM

Role of SM as a tool to reach journalists by PR | Client

Role of SM being leveraged by news media to extend

their reach to consumers

Page 12: Amic presentation, 110712

SOCIAL MEDIA – TRUST & PREFERENCES

News Gathering process changed with advent of SM

SM is useful tool for FACT-CHECKING & NOT YET used as

resource for news gathering

SM facilitates by-passing organizational route for

information exchange

Advent of SM created Citizen Journalism as another news

gathering tool - ACTIVISM

SM lead to democratization of news gathering process??

However, Institutionalized Mechanism of Media Houses has not undergone dramatic changes with advent of SM

Page 13: Amic presentation, 110712

FINDINGS – INDIAN SCENARIO

SM Usage in Mainstream English dailies determined

by Seniority in Media house & organization support

Vernacular print media not yet using SM for news

gathering

Vernacular TV Channels more proficient in using SM

National TV Channels use SM for news gathering

Financial Dailies use SM but are location-specific

Page 14: Amic presentation, 110712

TOOLS FB | Twitter being used as ‘leads’ & to get reactions Genuine FB | Twitter handle needed to get authentic information YouTube is gaining popularity among Govt. agencies, Corporate & even young tech-savvy politicos LinkedIn being used by financial reporters to do credibility check

Issues Lack of training, supervision & resources to verify information sourced from using SM – Worrying Credibility & Authenticity of Information – Larger Worry

FINDINGS – INDIAN SCENARIO

Page 15: Amic presentation, 110712

FINDINGS – INDIAN JOURNALISTS

SM helps build new contacts, conduct due-diligence Despite issues on credibility & trust – SM is appreciated for swiftness, wide reach & enables cross-checking of information SM helps PR & Journalists interact more professionallyTwitter | FB| YouTube & LI have created spl. media platforms Interactive SM allows for better dialogue Journalists, however need to careful in verifying information & advent of SM has made it pertinent, more so for TV Sports reporters leverage SM for sharing scores, match updates

Page 16: Amic presentation, 110712

FINDINGS – INDIAN JOURNALISTS

Flip side of SM usage – worry for journalists & PR: Negative comments by irate customers picked up by journos to make sensational stories – goes viral pretty soon: Huge crisis situation for PR & his client Media Management difficult NOW than in pre-social days SM reduces engagement quality – virtual builds speed but loses human connect Journalists worry about information exchange over SM due to privacy – SM service provider has access to dataParadox in India – Regional Media driving growth in readership & circulation BUT restricted use of SM – Organisation Policy: Needs to change

Page 17: Amic presentation, 110712

FINDINGS – MALAYSIA JOURNALISTS

2010 Survey findings reflect study of 442 Journos: Over 90% Journos preferred mail to receive press releases Over 90% journos preferred mail for getting story pitches FB preferred over Twitter, YouTube also fares poorly: Malay are yet to embrace SM for Journalism professionState-controlled media don’t rely on SM for news gathering despite Opposition parties using SM to flay govt. policies Blogs are more popular than SM for Malay journosRSS Feeds, podcasts, blogs are used sparingly PR professionals propagate use of SM for information exchange but journos prefer blogs/mail for news gathering

Page 18: Amic presentation, 110712

FINDINGS – INDIAN PR

Use of SM by PR professionals depends on location SM as Game-Changer in building client perception Credibility of PR guy critical in information-sharing Twitter | FB | YouTube major SM channels used to meet demands of 24x7 media Recent news breaks in India have been on SM – Lalit Modi; Vijay Mallya; Shashi Tharoor etc PR guys follow Journalists blogs | Twitter| FB posts Clients are early adopters – post financial results, product launches, CEO views on issues | budgets Clients NOW VERY vulnerable to attacksSM is an Egalitarian Platform - equal opportunity

Page 19: Amic presentation, 110712

FINDINGS – MALAYSIAN PR

Limited use of SM by PR for reaching Journalists Journalists seek information over mail not SM Websites are better information sources than SM SM platform to get story leads – TRUST?? Despite following FB | Twitter posts, they still cross-check information using traditional means Govt. uses SM to reach public not media Firms prefer information exchange in person vs. SM Explore SM debate on issues – Usage is more reactive Clients still NOT open to SM – issues of control, cost Senior journos & CEOs still prefer person vs SM Client Use of SM is determined by industry & need

Page 20: Amic presentation, 110712

SOCIAL MEDIA LEVERAGING

Media houses use SM to reach younger audience

Media leverage SM to get customers base, run

promotions

Collaborative Reporting – leading to activism

Online marketing helps media grow circulation |

viewership

Twitter & Blogs becoming key sources of leads &

insights

SM can go viral pretty fast – motivated campaigns

SM builds “informed society” for news hungry people

Page 21: Amic presentation, 110712

CONCLUSIONS SM is GREAT LEVELLER – speed & reach Nascent stage in India & Malaysia with limited use SM is powerful “Force Multiplier” – helps cross boundaries Posts on FB|Twitter channel work as leads for storyJournalists are “Early Rejecters” & “Late Adopters” Journalists & Media Houses need to use SM for news gathering BUT have ability to cut co-efficient of exaggeration Rising Internet, Smart-phones give fillip to SM SM has altered Journalist-PR interactions – low costs Digital Media as 5th estate & help credibility for 4th estate

Page 22: Amic presentation, 110712

WAY FORWARD SM as a source needs to establish credibility & trust Acceptability needs to be addressed Corporate use of SM – issues of control, time, effort SM has to grow beyond source for leads of “News Break” SM engagement for both communities needs more grounding – will help increase interactions even virtually SM is still ONLY Channel NOT Strategy as engagement model is not establishedMove from Frequent to Meaningful Conversation Organisation support & empowerment required

Page 23: Amic presentation, 110712

THANKS FOR YOUR TIMEPlease share your inputs/comments on:

Shankar, HP: +91.99490.93501

Mail: [email protected]

Dr Kiranjit Kaur; (off) 603-5543-5936

Mail: [email protected]

Check final presentation @ http://www.slideshare.net/shankarchelluri1