Digital & Social Media in PR

Presented by: Syed Mohsin Raja.

SBI Public Relations SummitDr Bhupen Hazarika Centre for Mass Communication & Journalism

(BCMJ), Cotton College, Guwahati

Date: 6th May, 2017

The Story: Mango Tree

Change: Newest Tool

What is Digital Media?

“Digital media are any media that are encoded in a machine-readable format. Digital media can be created, viewed, distributed, modified and preserved on computers. Computer programs and software; digital video; web pages and websites, including social media; data and databases; digital audio, such as mp3s; and e-books are examples of digital media.” - Wiki

“Any media that can be produced, reproduced, stored, shared on and using a

digital device.”Digital media can be either ONLINE or OFFLINE.

What is Digital Media?

The Usage of Digital Media

Newest Tool

North-Eastern Context

STATE Computers (%) Internet (%)

Arunachal 8.2 2

Assam 9.3 1.7

Manipur 9 2.1

Meghalaya 7.6 1.5

Mizoram 15.2 2.5

Nagaland 8.9 1.7

Sikkim 11.5 3.3

Tripura 7.2 1

Percentage of Households having COMPUTERSPercentage of Households with INTERNET.

- Census Data 2011

The Tools in PR:

1. Publicity Media

2. Oral Communication,

3. Printed Literature,

4. Advertising,

5. Media Relations

New Tool for PR: How?

Publicity Media

Oral Communication

Printed Literature

Why PR?

To Influence the Public Attitude

ATTITUDE

How Do We Influence Today?

Websites and applications that enable users to create and share content or to participate in social networking.

SM is mostly ONLINE.

OTT is the latest evolution

What is Social Media?

Influence is Greek

• Influence is Greek, without RESPONSIBILITY.

Narcissus

Narcissism

Narcosis

Social Media and ‘Hum Log’

Digital Divide

Digital Depression

and

Digital Hypochondria

Technology Acceptance Model: Fred Davis, 89’

Social Media and PR

4 Major Elements in PR:

1. Two-way Communication,

2. Mutual Understanding,

3. Caring for Public Opinion,

4. Social Responsibility.

PR in the Age of Digital & Social Media

• We need an integrated approach of Digital, Social and PR to campaigns.

Thank You!