Copyright © Allyn and Bacon 2009 This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. CHAPTERCHAPTER 13 New Technologies in Public Relations

Copyright © Allyn and Bacon 2009 Topics Covered in Chapter 13 Working Smart Using New Tools The Computer The Internet Other Computer Applications News Release Delivery Other Tools A Peek into the Future

Copyright © Allyn and Bacon 2009 Digital devices of all kinds enable the more advanced and ambitious practitioner to stay on top of the latest events in the external communication environment. New technologies provide more precise and instantaneous delivery of messages to those publics impacting competitive success or stemming crisis costs for the practitioner’s employer. Working Smart Using New Tools

Copyright © Allyn and Bacon 2009 Through the Web, thousands of companies, organizations, media, and individuals tell the world about themselves, sell their wares, and promote their ideas, communicating with tens of millions of netizens worldwide. Many of the emerging technologies are interactive, affording the two-way communication to PR professionals. A huge digital divide exists across the globe, which poses a problem if communication resources are only devoted to new media channels. Working Smart Using New Tools cont.

Copyright © Allyn and Bacon 2009 Computers reside in smart devices used by public relations professionals, such as personal organizers, smartphones and on computerized wristwatches. As a research tool, computers make an immense amount of information easily accessible through secondary analysis of data. Computers make the following three essential skills more efficient and flexible: 1) project management, 2) time billing, and 3) digital presentation. The Computer

Copyright © Allyn and Bacon 2009 The Internet was created in the late 1960s by researchers who were seeking a way to link computers in separate cities. The Internet was initially an academic–government tool. It came into public use in the early 1990s; tie-ins developed between the American system and those in more than 150 other countries. The Internet

Copyright © Allyn and Bacon 2009 The following are the primary uses of the Internet by public relations professionals:  distribution  Web sites  Blogs, Moblogs and Vlogs  RSS – Really Simple Syndication  Podcasting  Brochureware The Internet cont.

Copyright © Allyn and Bacon 2009 The Internet introduces several innovations in existing research methodologies, including:  Hybrid surveys  Online focus groups  Copy testing or message testing  Online theater research  Web usability research  3-dimentional text mapping The Internet cont.

Copyright © Allyn and Bacon 2009 Challenges do arise for the public relations professional using the Internet. The following should be kept in mind when planning Internet communication programs:  Biased search results based on fee-based priority  Skill level required for use by public  Copyright, defamation, security and legal issues are unresolved  Cyberheckling  Transitory, intangible nature of electronic content  Malicious and irritating practices nag at online users  Astroturfing online The Internet cont.

Copyright © Allyn and Bacon 2009  Dictation and voice generation  Expert systems  Public relations management tools  Desktop publishing  Mailing lists  Online conferences  Graphics, design and photography  Facsimile transmission Other Computer Applications

Copyright © Allyn and Bacon 2009 More than a dozen American companies deliver news releases electronically to large major news media offices. News releases are fed into computers at the receiving newsrooms and examined by editors. News release delivery companies are paid by creators of news releases to distribute the news releases to the media. Media pay nothing to receive the news releases. News Release Delivery

Copyright © Allyn and Bacon 2009 Satellite transmission also makes the fast distribution of video news releases and audio news releases possible. A number of companies collect newscasts delivered them by or make them available on a password- protected Web portal. Teleconferencing and webconferencing are also widely used by public relations professionals. Satellite media tours save time and money allowing easy access to reporters to learn about a product or service or speak with an individual. News Release Delivery cont.

Copyright © Allyn and Bacon 2009 Numerous other electronic tools are used regularly in public relations practice, including:  Cell phones  Personal digital assistants (PDA)  Memory: Flash, D-R/RW, DCD-R/RW  Electronic Blackboards Other Tools

Copyright © Allyn and Bacon 2009 Future trends may include the use of:  Off-line digital devices  Growth of broadband and wireless broadband services  Development of “virtual presence” capabilities  Expanded processing speeds and memory capacity All of these wonders will still require traditional managerial judgment and people skills. A Peek into the Future

Copyright © Allyn and Bacon 2009 Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. Facilitating or orchestrating the process of community building will become an important strategy in PR. Social media can take many different forms, including text, images, audio, and video. Social media sites typically use tools that some view as a second generation or Web 2.0 version of software and Web site functions. A Peek into the Future cont.