Introduction to PR and New Media Introduction

to Web 2.0 Session 1

Difference Between Traditional and Alternative New Media

• “The medium is the message”• “The message of any medium or

technology is the change of scale or pace or pattern that it introduces into human affairs”

» Marshall McLuhan, 1964, “Understanding Media”

Difference Between Traditional and Alternative New Media

It only took the internet 4 years to capture 50 million users: radio - 38 years, TV - 18 years, PCs - 13 years

What are the ‘New Media’

Top 10 Characteristics Of New Media

1. Two-way communication2. Ease of access to and dissemination of information3. Community4. Social collectivity and cooperation5. Portability and time flexibility (time-shifting), which provide

users with freedom over space and time6. Convergence of many different media so that they can carry

out more than one function at a time and combine -- as is the case with the cameraphone

7. Aggregation of content, which is facilitated by digitization and convergence

8. The Long Tail phenomenon9. The closing of the gap between (or the convergence of)

producers and consumers of media10. Remix culture which digitization facilitates

The Difference in Summary

• Traditional Media – shared en masse, one-way, passive

• ‘New Media’ interactive, intimate and involves IT (information technology)

• Audience of New Media:– Active producers of content and

information– Email, chat, blogs, podcasting, video etc

Impact of New Media on PR

6 Predicted Effects of New Media

1. Our involvement with each other would increase,2. Social structures and access to information would

decentralize,3. “Consumer becomes producer as the public becomes

participant role player,"4. The media become extensions of our psyches,5. “The entire business of man becomes learning and

knowing,"6. A melting of national borders and the rise of a global

village

New Media and PR

• New Influencers• Conversation• Community• Fewer intermediaries• Measurement

New Media Available for PR

New Media Platforms For PR

New Media and PR

New Media Platforms For PR

PR + Social Media = Measurable Activity

Top 5 Things To Analyse

• Engagement• Audience Segmentation • Topics & Content• Resonation• Tone & Sentiment

Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention

Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia

Blogs: blogsearch.google.com, postrank

SEO: google.com/insights/search

Facebook: facebook.com/lexicon/

Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!

Where To Analyse