An advantage the web brings to PR is the possibility of "information sharing, collaboration, social networking and relationship building among web users". In my opinion, this is an advantage and strength that PR practitioners can tap upon. This form of interactivity allows faster and effective communication forms between the organisations and publics. The speed in which information is spread should not be underestimated. The manner in which messages influence another person, especially in social networking sites such as twitter, is definitely more significant than the traditional form of word-of-mouth communication.
However, according to the reading, "anyone is a producer of information and such information cannot be controlled or managed in a top-down approach". While new media enables participative contribution from public audiences, these voices do not necessarily reflect 'corporate objectives and messages' intended. In my opinion, blogs are definitely less credible in terms of the accuracy and reliability of sources. The general public view blogs as opinionated and informal. It acts as an avenue for people to make generic comments, or express biased views. Hence, "corporate messages in blogs can be viewed with suspicion and seen as propagandistic".
All in all, PR practitioners should keep up technological advances that are constantly changing our form of communications, exploiting its strengths while limiting its weaknesses. PR practitioners should make new media work for them, rather than being constrained or controlled by it.
- Andy
HEYYY Andy, I totally agree with your opinion that it is hard to ignore the impact new media in our society. And as you mentioned above, ' The manner in which messages influence another person, especially in social networking sites such as twitter, is definitely more significant than the traditional form of word-of-mouth communication.' Tanya Wilson also mentioned that Word of mouth is the most effective way to people :)
ReplyDeleteHi Yale. Yes social networking sites are a major influence to us. In fact, recent reports suggest we spend at least 2 hours on the internet, including twitter and facebook. Hence messages advertised or passed on via these sites are indeed effective in reaching out to the masses.
ReplyDeleteInteresting pictorial of today's new media. Agreed on the point that new media is the new way to create networks and promote word of mouth for PR.
ReplyDeletePS: Do you happen to have a death to facebook picture? :X