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New Media Vs Traditional Media

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Is new media posing a challenge to traditional media?

This screencast is part of the New Media module for an MA in Public Relations course.

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New Media Vs Traditional Media

  1. 1. Is new media posing a serious challenge to traditional media? L.Omariba MA Public Relations University of Westminster
  2. 2. NEW MEDIA
  3. 3. <ul><li>Effectiveness or the weight of various earned media tactics in the current environment. </li></ul><ul><li>Red hits have the most impact, while the long tail (yellow) still makes up half the marketplace. </li></ul>The Public Relations Long Tail
  4. 4. New media ecosystem <ul><li>Online communities discuss and extend the stories created by mainstream media. </li></ul><ul><li>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. </li></ul>
  5. 5. Web 2.0 map <ul><li>PR 2.0 is inspired by web 1.0 </li></ul>
  6. 6. <ul><li>Many people now tend to search for information on internet. </li></ul><ul><li>New media is rapidly becoming mainstream across the world </li></ul>
  7. 7.                                                                      Social Media Press Release Template by Todd Defren - Shift Communications “ Traditional press releases do not seem to work these days,” says Todd Defren, Principal of SHIFT Communications and father of Social Media Release.
  8. 8. Blogs <ul><li>BENEFITS </li></ul><ul><li>Offers low cost web authoring. </li></ul><ul><li>Fastest way to publish </li></ul><ul><li>Publish from anywhere </li></ul><ul><li>interactive </li></ul><ul><li>Also, blogs offer most of the benefits </li></ul><ul><li>of more expensive traditional content </li></ul><ul><li>management systems: </li></ul><ul><li>for instance, </li></ul><ul><li>One can easily output content through templates in multiple formats. </li></ul><ul><li>The system manages archiving, organization, categorization, and publishing automatically. </li></ul><ul><li>Freeness to set permissions over who can create or edit content. </li></ul><ul><li>Blogs can integrate with your existing website and other applications </li></ul><ul><li>Number of bloggers worldwide = 184 million. </li></ul><ul><li>Source: Universal McCann finds: (March 2008 </li></ul>
  9. 9. Newspapers and magazines readership decline Online sources for news are booming
  10. 10. <ul><li>Consumption of online news continue to grow </li></ul><ul><li>Print news declines while online news grows in the U.S </li></ul>Source: 2008 survey, Pew Research Center for the People and Press Key News Audiences Blend Online and Traditional Sources
  11. 11. Source: 2008 survey, Pew Research Center for the People and Press <ul><ul><li>Overall, 37% of public get news online. </li></ul></ul><ul><ul><li>35% of internet users went online at least three days a week. </li></ul></ul>Key News Audiences Blend Online and Traditional Sources
  12. 12. Social media and networking: A global phenomenal social-media-usage-world-map-2008
  13. 13. New media Vs Traditional <ul><li>Things to have in mind: </li></ul><ul><li>Accessibility </li></ul><ul><li>Cost effective </li></ul><ul><li>Lifespan </li></ul><ul><li>Knowledge </li></ul><ul><li>Active producers of content </li></ul><ul><li>Interactivity </li></ul>
  14. 14. <ul><li>THANK YOU. </li></ul>