1. PR 3310 Principles of Public Relations Friday, 6/19/09

2. Class Objectives I’m sending everyone (who has not already requested it) Quiz 5 by 2pm today. You have 24 hours to e-mail it back to me. Presentations: M. Guerroro-Bacon and J. Nicholas Lecture Ch. 11, The audience and how to reach it Homework assignments Presentations on Monday: J. Hudson and J. Pearson Read chapter 11 in book Ex. 4 due Monday (6/22) at 12:05 pm

3. What’s in the news today 32 year old mother charged with copyright infringement; sharing 24 songs by way of Napster (before it became a legitimate)… http://news.yahoo.com/s/ap/us_tec_music_downloading Charged to pay $80,000 per song Is the only file-sharing case in court in U.S. right now Response by defendant: she called the $1.92 million figure "kind of ridiculous" but expressed resignation over the decision. "There's no way they're ever going to get that. I'm a mom, limited means, so I'm not going to worry about it now.“ RIAA’s response: Since Day One we have been willing to settle this case and we remain willing to do so, said the industry remains willing to settle. Defendant had been given the chance to settle for $3,000 to $5,000 earlier in the case.

4. What’s in the news today Additional censorship by Chinese gov’t http://www.nytimes.com/2009/06/20/world/asia/20beijing.html?hp Now they’ve disabled some search functions on the Chinese-language version of Google (which is not the top search engine in China) “A government-supported Internet watchdog group criticized the search engine for its erotic content and threatened punishment from the government.” Google released a statement saying it was making greater efforts to clean up its Chinese Web site. “We have been continually working to deal with pornographic content, and material that is harmful to children, on the Web in China.”

5. What’s in the news today Iran and technology, a milestone for new media, the re- purposing of technologies What’s happening right now: http://www.nytimes.com/ (3 minute video)http://www.nytimes.com/ Why should you care as a PR publicists? Re-purposing of communication technologies Charlie Rose interview on Wednesday with Nico Pitney (National Editor at the Huffington Post), Chris Kelly (Chief Privacy Officer of Facebook) and Jonathan Zittrain (law professor at Harvard) http://www.charlierose.com/view/interview/10398 (21 minute video)

6. Today’s Audience Taking control over what they view, when they view it, and where they view it What they view= a range of topics Internet sites, pay per view TV, satellite radio, podcasts When they view it = streaming/ live (synchronistic), on- demand Where they view it = due to wireless devices, environment is a factor for viewing ability Broadband vs. cell coverage Content should be designed for each device  Websites that were pushed onto phone viewing and not re- designed failed

7. Future of the Internet According to a Pew 2008 study, http://www.pewinternet.org/Reports/2008/The-Future-of-the- Internet-III.aspx http://www.pewinternet.org/Reports/2008/The-Future-of-the- Internet-III.aspx Experts expect the mobile phone will become the primary device for online access There are more mobile phone owners in the world than there are pc or laptop owners: http://www.itu.int/ITU- D/icteye/Default.aspx * Esp. in countries where landline infrastructure doesn’t exist * Other countries (China), mobile phone is seen more as a status symbol * The mobile phone is becoming more like a mobile computer

8. Today’s Audience More visually oriented; used to seeing dynamic images… design of material has changed Shorter attention span of audience means we design animated web pages, make quick transitions in our filming, use faster tempo-ed music, etc. However, realize that we are drawn to text first on web pages And images first on traditionally printed materials

9. Today’s Audience More egocentric and attention-seeking It’s all about me; look at me Design PR campaigns to be personal Either wanting to hear gossip about celebrities or wanting to become mini- celebrities (reality TV to blogs) Sense of privacy has changed From talking on the cell in public places to posting personal content on-line for all to see

10. Today’s Audience Much more aware of international issues, accepting of diversity, and more comfortable communicating with an international audience. Food: Traditionally ethnic foods in the mainstream The fastest growing “fast food” chains in the U.S. are Chinese buffets Bagels, sushi, tea As we explained for the BAM exercise, diversity includes much more than race/ culture Age, gender, personalities, income, level of education Point is, as a PR publicist or marketing manager, NEVER assume your audience is identical to who you are! (Research them.)

11. Areas of growth: older adults Globally, the world is aging In the U.S., we have the Baby Boomers Globally, lifespan is longer There are less young people in the workforce to support either the social programs or personal efforts to care for the elderly. My rant: Elderly ≠ Death, Disease, Dying Thanatology = the study of death Gerontology = the study of aging Older adults are MORE diverse than younger adults as a demographic

12. New technologies: Digital Signage Multi-touch interfaces: Primarily for advertising, http://www.gesturetek.com/illuminate/product solutions_illuminatetable.php http://www.gesturetek.com/illuminate/product solutions_illuminatetable.php Digital billboards (have one here at Tech) and immersive technologies, http://news.cnet.com/1606-2_3- 50003063.html http://news.cnet.com/1606-2_3- 50003063.html

13. New Technologies: Augmented reality Experts expect augmented become more embedded in everyday life Virtual reality is entire world, augmented = virtual objects added to a real world scene For learning, medical operations, navigating around a real world landscape http://www.youtube.com/watch?v=ZKw_Mp5YkaE http://www.youtube.com/watch?v=ZKw_Mp5YkaE In entertainment, baseball cards, http://www.youtube.com/watch?v=QAjEGqGnpFI&feature=re lated Interactivity with marker while using mobile phone, http://www.youtube.com/watch?v=_0bitKDKdg0&featur e=related http://www.youtube.com/watch?v=_0bitKDKdg0&featur e=related