New Media, New Influencers and Implications for the Public Relations Profession

http://www.instituteforpr.org/files/uploads/NewInfluencer.pdf

Summary

Whether we are ready or not, we need to confront the astounding array of new communication channels. This is all about to keep pace with the new changing trend and to be well-equipped public relations practitioners. This is important as we do not want to hear the strategic publics called us ‘laggards’ which simply mean that we are not willing to change when change is needed.

There are three (3) keywords that we need to understand regarding this journal which is the new media that refers to Internet-based social media tools such as the blogs, podcasts, online video and also social networks. Secondly, is about the influencer which refers to the evolving traditional media that need to keep pace to the new style of marketing. And the third keyword is implications towards public relations profession. Take note on that as we are the future Public Relations Practitioners =)

This journal is really fascinating as it discussed about what are the new media implications towards public relations profession. It identifies the influencers of the media, learning how to communicate and create relationship with the changes, the ability of social media to create influences on others and last but not least to understand how it affects us.

The research shows that blogs are the most online tools that organizations used in their campaigns. The tools followed by blogs, online video, social networks, podcasting, photo sharing and others. Social media is also one of interesting research area that being discussed in the journal. It stated that fifty-seven percent of respondents said that social media tools are becoming more valuable to their activities as more customers and influencers use them. That includes Facebook, Myspace, and even Flickrs which certainly are familiar among us.

Another thing inside the journal is about the criteria of a good bloggers. If you decide to be one of them, you should consider about the quality of the blog content, the relativity of the content to your company, web search engine rankings, name recognition, frequency of posting and figure out about it in the full text of the journal. Who knows you may responsible on your company blogs? Certainly this will be so helpful later on. The research also answered few other questions that related to the effectiveness of the new media whereby you can read it in the link that I have already provided above.

In conclusion, social media is rapidly becoming a core channel for disseminating information whereby public relations and corporate communication professionals should make full use of it especially in reaching variety of targeted audiences. For that reason, public relations practitioners should know the potential and relevance of each media as a channel for their company communication. By doing so, it will enhance relationships with key audiences, improve the reputation of their businesses, drive customer awareness of their online activities and to solicit customer comments and feedback.

Mohd Kamarul Ariffin Bin Ismail,

2009 87 3422