New and Social Media for Public Relations Strategies

New and Social Media for Public Relations StrategiesINTRODUCTIONThe topic of the dissertation deals with the research into the implement of progressively emerging technology of spick-and-span media, as a dent, by the ordinary relation practiti sensationrs. The focus is mainly on the adoption of miscellaneous new media beams, by practitioners, for practicing normal relation activities. Theres a huge market for new media and, if use properly, it abide be a great apparatus to maintain effectual relations by the organization and in projecting a very positive image of the organization. New media not notwithstanding al piteouss public relations practitioners to reach out to and engage their publics in conversation, but also hand overs an avenue to strengthen media relations..New Media is emerging as an important public relations tool and empowers two way symmetrical communications with publics and stakeholders. PR professionals be confronted with the swift rise of social media that forces practitioners to pay due and timely attention. They are not only excited about utilizing these tools to modelher with conventional media, but are also excited about speaking directly to their publics and stakeholders without the involvement of all intermediaries. The current essay examines the use of new media as a tool for public relation practitioners. With the advent of improved and fast way of accessing information, people have changed their ways to get information. Observing this changing trend, PR professionals have also started using New Media to play their role effectively. It has reduced the need of third party influencer, like media, to go on with the public. New Media facilitates PR professionals to interact directly with their organizations public, specifically consumers. The focus of study is to know about the new media tools being used by practitioners and their opinion about its use, whether they blend the new media tools with traditional tools to pe rform various activities of public relations, the utilitys and challenges they are facing using New Media for Public Relations in chandigarh. This is a cross sectional descriptive survey done by interviewing Public Relation practitioners on the job(p) in chandigarh.PUBLIC congenericSIn the premature 1900s, Ivy LeeandEdward Louis Bernayscame up with the first definition of PR a counsel function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization followed by executing a program of implement to earn public understanding and acceptance.Dr. Rej F Harlow, a PR scholar and practitioner, undertook the task of compiling published PR definitions. Analyzing 472 definitions ,he put forward a working definition, that says Public Relation is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics involves the managem ent of problems or issues helps management to move on informed on and responsive to public opinion defines and emphasizes the responsibility of management to serve the public interest helps management keep abreast of effectively utilizing change, serving as an early warning system to help anticipate trends and uses research and sound and ethical communication as its principal tools.PUBLIC RELATION ACTIVITIESPublicityIt involves disseminating information through with(predicate) selected media with the motive of gaining public attention, without paying to the media.PromotionIt attempts to gain the support for a person, product, organization or an idea. It helps consumers know about the product, the price, or the place.Issues/Crisis managementIt has a proactive nature of identifying issues that jackpot likely concern to an organization and, thus, involves development of a response mechanism to manage such unforeseen situations.Community relationsBy maintaining good relationships with members of the community, more guests can be attracted through word-of-mouth and also generates customer loyalty.Media relationsIt involves circulating messages through media and to keep a watch on how the product / organizations image is being portrayed by the media. Developing good relationships with media persons is an important activity in the PR process.Event managementIt involves planning activities or events which will attract media attention to a person, product, organization or an idea.Employee relationsIt involves building work cultivation and team relationships among the employees by sharing information, promoting involvement and inculcating a sense of pride in business achievement. It helps in improving teamwork, staff retention and productivity. AdvertisingIt is a paid form of presendation and communication from an identified sponsor. Businesses use advertising to promote their product, while non-profit organizations use ads to raise awareness or encourage a cha nge in behavior. LobbyingIt involves a professional attempt to bring about a change to a government policy, corporate policy, or public opinion that is favorable towards the organization, cause or group. During political campaigns, in establish to affect public opinion, parties may engage PR firms as lobbyists.TRADITIONAL TOOLS USED IN PUBLIC RELATIONSPublicity MediaPressA Public relation person acts as the voice of the organization and provides information about the activities of the organization, its policies and programmers to the public through the press. Various ways in which information can be provided to the press arePress ReleasesIt is written information of timely nature, about the policies and activities of an organization that is sent to all news media by an organization.Editorials/Articles /FeaturesA public relations person, have to maintain good relationship with the media and should have effective persuasive skills, in order to provide context material to suggest sub jects for editorials.TelevisionDue to great scope of television as a publicity medium, it is a highly effective tool for Public Relations.RadioRadio can be effectively used in Public Relation as it covers more than 90% of the Indian population.Films/Videos/DocumentariesIt can be used for both the midland or external public to train and motivate employees and educate consumers.Oral CommunicationIt is majorly use for internal public, such as employees, to provide them training or information about the organizations policies. Various ways to perform Oral Communication areMeetingsIt is a formally arranged gathering of two or more persons, to serve some purpose.SpeechesFormal speeches are the fastest way of conveying information.The public relations department is involved in research, speech writing and training of speakers.Other ways for oral communication can be telephones calls, public contend system, panel discussion, counseling etc.Printed LiteraturePublicity literature helps orga nization to promote its products, services or activities.These can take various forms.House journalIt is an organizations publication that caters its internal public and external public. Its objective is to create an environment for exchange of thoughts on various issues concerning an organization and its employees. yearbook ReportsIt can serve as prestige publication to attract prospective investors.BrochuresIt usually covers information on a specific subject and is used for various purposes such as explaining a new programme, to ask for donations.Take home or mail-out brochures make consumers cognitively connected to the organization and its products and services.Other forms of Printed Literature can be catalogues, booklets, leaflets.Miscellaneous Communication ToolsStickers, posters, labels, Racks or bins, window display, Packaging, gifts like calendars, diaries, pens, key chains.Direct mail ( intelligence agencyletters.)Regular newsletters providing relevant information about th e organization or/and its products/services can fortify relations with customers.AdvertorialsAdvertisements in the form of news stories allow to associate advertising with the credibility of the newspaper.Press ConferencesIt involves calling media representatives together at a place to disseminate newsworthy information regarding the organization.Media PreviewsWhen introducing a new product or organizing new plants and facilities ,the day before the official public showing, the media is precondition a preview company officials welcome media persons and answer their queries.PressToursIt involves transporting a press party a long distance. Press officials are invited individually to witness a landmark achievement, the commissioning of a project or a crisis situation .The Public relation officer briefs them time to time and give background information during press tour.Media-Management LuncheonsLuncheons are arranged in which media representatives have an opportunity to meet manageme nt, to hear about new corporate developments and to inspect facilities.Clip SheetsNews stories and illustrations are reproduced in newspaper format to show news editors how stories and pictures will appear in bulls eye, are distributed by PR department to editors of daily and hebdomadary newspapers.Press kitsIt contains mimeographed news releases, photographs, biographies, and background material that are prepared by PR departments and distributed to the media at special events.Publicity Distribution ServicesIt provides production and low cost distribution of news and pictures to editors and news writers of business magazines, newspapers and radio and television stations.ExhibitionsIt helps to get the instant feedback of the consumers so that their doubts can be clarified and, thus, build customers confidence.Special EventsIts aim is to publicize about the organization and its products in such a way that it attracts the attention of media so that it gets the best coverage possible. alfresco MediaPR professionals use it for disseminating information about their organizations policies and programmes.Attendance at public eventsPresence at Public Events is valuable promotional opportunities. It gives an added advantage over competitors. It gives the opportunity to directly reach the public.NEW MEDIAThe term New Media originated in 21stCentury. It accounts for everything related to digital communication technologies, that is, related to ready reckoner or any mobile device connected to internet is the necessary requirement for new media. Its key feature is Interactivity. In context of Public Relations, the term new media can be aptly called as Social media as being social is all about building and maintaining relationships. But considering the larger context social media is a subset of new media. Still sometimes these two terms are used interchangeably. In terms of Public Relations, New media tools can help in pursuance waysConnectpeople with information and serv ices.Collaboratewith internal and externalCreatenew content, services, and channels of communication that help you deliver information and services.DEFINITIONS OF NEW MEDIAAccording to Oxford dictionaryNew Media is a mover of mass communication using digital technologies such as the Internet.As defined by Webopedia, new media isA generic term for the many diametric forms of electronic communication that are made possible through the use of computer technology. The term is in relation to old media forms, such as print newspapers and magazines that are static representations of text and graphics.DIFFERENT FORMS OF NEW MEDIAWeb sitesA location on the World Wide Web that contains a home rogue and is owned and managed by an individual, company or organization.Online NewsroomAnonline newsroom(also known as apress room,media room,press centerormedia center) is a website that contains information about a corporation or organization. The online newsroom was initially created for corporate communicators andpublic relationsfirms to target traditionalmediaoutlets, fundamentally newspapers, magazines, radio stations and television stations.Electronic mail to the highest degree commonly referred to asemailore-mailsinceca.1993,it is used for exchanging digital messages.Online communitiesGroup of people with similar goals or interests connect and exchange information using web tools.Virtual Reality WorldsA three-dimensional environment is simulated on the computers monitor screen. It allows and its users to interact via graphical avatar representations of themselves.Video sharingAllow you to upload and share online videosWebcastsInternet-based communication tools used to broadcast live or enter phone and/or video over the internet so that information could be delivered to a broad sense of hearing and, in this case, audiences are also connected with each other. It can be either one-way presentation or an interactive sessionWebinarsInternet-based typically one way communi cation tool that can be understood as a specific type of web conference. It involves online polling and question -answer sessions. It can be recorded in order to benefit those who were not able to attend the scheduled time.Web conferencesInternet-based communication tools used to conduct live meetings or presentations over the internet.WidgetsA web widget is a small application that you can embed in a social network site, blog, or website to share content.RSS (Real Simple Syndication) FeedsTo obtain updates without browsing sites for the latest information, RSS feeds are used. These can be used to share information from the organization to the readers. It gets the user subscribed to a particular website.Video and computer gamesIt provides high level involvement to the user. These could be single or multi player games .They may or may not be online.PodcastingPodcasts are free audio or video files that can be listened to or watched on the computer or mobile device. It can be an easy and inexpensive way to provide information to your target audience(s).Blogs VlogsA website with periodical updates (posts) that include text, graphics, videos and hyperlinks. Usually informal in style, blogs allows their readers to leave comments.WikiAn online resource that covers information on almost all the planetary topics.Web advertisingInternet advertising, such as banners, pay-per-click ads, pay-per-call ads and pop-ups, provides a way of reaching people who use the internet for shopping or to gather information. sec Messaging (IM)Due to its simplicity, ease in usage and relatively high level of synchronicity, IM is now widely used internet based communication tool at the workplaces.Chat RoomsA part of an online service that provides virtual world human interaction in real time.Social NetworkingA website that helps in getting connected to ones family and friends and share information.Cell PhonesThese facilitate consumers to get handy with the latest information and provide instant updates in their inboxes when something happens.