Presentation on theme: "TECHNOLOGY AND PUBLIC RELATIONS Sending press releases has become easier by using e-mail. This has given rise to press release spam, meaning that journalists."— Presentation transcript:
TECHNOLOGY AND PUBLIC RELATIONS Sending press releases has become easier by using e-mail. This has given rise to press release spam, meaning that journalists are more likely to press the delete key before even opening the message. Web sites are also an excellent way to get the right information to journalists. Most large organizations and businesses include a media room on their official web site. One of the biggest PR challenges posed by technology is the explosion of social media, sometimes called Web 2.0. But social media needs to be appropriately used. (refer to guide)
How to Create a Public Relations Toolbox Search Engine Optimization Social Media Digital The Blog Organisations communicating in the New Economy Computers and communication networks are the two components that have contributed significantly to the growth to the growth of the New Economy. The New Economy is also spoken about as Internet Economy as low-cost ever-present global network that supports rich multimedia exchanges of digital information.
Defining the Internet Internet means ‘network of network’ and referred to as worldwide system of linked computer networks. It can be said that the Internet is a large networks; in other works, the maze of phones and cable lines, satellites and network cables that connect computers around the world, creating a global network through which any computer could communicate with any other computer, as long as they are both connected to the internet. The Web presents us with a way in which to represent information on the internet. Information resources are located by using a Uniform Resource Locator (URL). Internet-based public relations tools There are a number of internet-based PR tools that can be utilised and integrated within the larger communication strategy of the brand. These include website websites, emails, e- newsletters, media relations, list serves, discussion forums, bulletin boards, text message (sms) and instant messaging, bogs and frequently asked questions (FAQ).
World Wide Web The Web is only of the tools that can be used as an online PR tool with the structure of the internet and essence refers to the realm where business, individuals and the government can post web pages with information, news and entertainment for the perusal of the internet. The web is commonly referred to as a superhighway. Email Email is a method through which an electronic message (audio, video and/ or HTML) can be written, sent and received. It usually takes the form of text and uses a computer that functions on a network. E-mails offer consumer communication at a low cost and enable rapid feedback mechanisms, as this medium is based on instantaneous two-way communication.
Spam Spam, also referred to as junk mail or unsolicited bulk mail, is the posting of e-mails to large volumes of addresses, advertising a product or service that the recipient has not requested. E-newsletters An e-newsletter is another cost-effective tool that an organisation can utilise to reach a wide range of stakeholders. A e-newsletter is usually emailed to the recipient and supplies new information or supplies and/or updates existing news and current information.
New Media or digital Channels This one of the most exciting and challenging developments for PR practitioners is the explosion in technological driven media and channels, most derived from the accelerating technological developments in terms of telecommunications and the internet. Some of these tools include: Blogs Vlogs Social Network Sites (SNS) Widgets Podcasts Wikis Online forums Online media rooms
Social Media Manager Traditional public relations companies are essential, but most are not up-to-date on social media as added value to their customers/clients. The implementation of social media campaigns can enhance your social interaction with a sharing of information and ideas to your customer base as well as others within similar industries. The "media" in social media adds even more impact to a company, brand, product, event, etc. This involves multimedia techniques to further enhance the company/client relationship. Adding a Social Media Manager on staff would be ideal for any public relations firm wanting to capitalize on the fast-growing/developing social media industry. Public Relations firms should start looking at providing social media campaigns for all their clients as an added service.
PUBLIC RELATIONS SPONSORSHIPS, SPORT & TRAVEL Sponsorship is essentially a business deal which is intended to be the advantage of both the sponsor and the sponsored. The essential elements of sponsorship are the following: A sponsor makes a contribution in cash or kind to an activity which is in some measure a leisure pursuit, wither sport or within the broad definition of the arts. The sponsored activity does not form part of the main commercial function of the sponsoring body The sponsor expects a return in terms of publicity.
Characteristics of a sponsorship Sponsorship can be effectively used to achieve specific objectives. Characteristics of a sponsorship include it being: A supplement to but not a substitute for already operative direct advertising. A means of reaching certain specialized markets directly or indirectly associated with the activity. A novel promotional and marketing medium A means of influencing public corporate image and of increasing awareness of product and corporate identity, logos, and symbols. An association for fostering relationships. Through entertainment with business associates and the press A beneficial influence on staff relations and moral A means of involving industry in its surrounding community for specific reasons, such as attracting staff and forestalling adverse criticism A vehicle for hard sell promotions, for example personal appearances by sports people in their sporting gear selling the sponsor‘s product.
Guidelines There are 10 elements listed by Skinner at el (2007:237) which form the framework on which a company can build a systematic approach: 1. The sponsoring company‘s aims and objectives; 2. The direct and indirect costs of the sponsorship; 3. The type and character of the sponsorship and its arrangements; 4. The structure, both nationally and provincially, of the administrative controlling body; 5. The participants in the sponsorship; 6. The officials in charge of the sponsored event; 7. The venue controllers, where the sponsored even is staged; 8. The degree of interest by the media in the sponsored event; 9. The audience attracted by the sponsored event, both live and through the media; 10. The government‘s involvement.
PUBLIC RELATIONS EDUCATION Communication management and PR as a qualification in the competitive and global market of the twenty-first century demands a thorough understanding and knowledge of disciplines such as communication, research, psychology and business practices. The framework takes the form of an education model and an approach to experiential learning in PR education and training, which originated in Africa. Experiential Learning is an essential component on the education and training process aimed at ensuring that students are able to combined theory and practice, are capable of solving problems in a needed to contribute to positive change. The shifting role of the profession calls changes in communication management and PR education to prepare future practitioners for the strategic skills and paradigm shift needed in a globalising context.
A theoretical perspective of the globalisation model The generic-globalisation model is based on the assumption that globalisation is an inevitable force, and that tertiary institutions need to adopt a global mindset to remain competitive in the global arena. The model is based on an approach to globalisation relating to that of the so-called Global Sceptic. (refer to guide) Outline of the generic globalisation model It is not purpose of the globalisation model to provide a communication management and PR curriculum in terms of the modular and outcomes formal required for courses, such be regarded as a general framework. It is accepted that variation is possible within this general framework, and that different institutions could adapt the recommended curriculum to the specific demands of their individual regions. In terms of educational levels, the globalisation model as a whole, therefore, reflects the range of competencies that a communication management and PR practitioner qualified at the highest level- for example a further research degree- would have attained. As far as depth is concerned, other than the latter specification, the globalisation model does not attempt to recommend which particular competencies should be mastered at which particular level of education.
Experiential Learning Experiential learning is an important component in the education and training of communication and PR practitioners the value of internships have been valuable form of experiential learning. Its assist students with integrating theory and practice, it helps them to acquire skills such as problem-solving and critical thinking. It also enhances personal growth; it leads to self-awareness and contributes to student‘s effectiveness in groups. Internships also act as a stepping stone into the industry for students who meet an organisation‘s requirements. Knowledge and skills together with attitudes lead to competencies required by students upon qualifying from a higher education institution. All of these competencies contribute to a student being able to contribute positively to an organisation and to society.
Experiential Learning Techniques Simulations Experiential exercise and practical assignments Internships Work integrated learning (WIL) Cooperative education Stakeholders involved The educator, facilitator and mentors The community The communication management and public relations industry
Best practice guidelines Best practice guidelines are offered to assist educators, students and experiential learning partners to optimise the value of experiential learning activities. These guidelines deal with aspects such as a student-centred approach, the role of educators, the curriculum, and the impact of the educational environment and the importance of experiential learning partners.