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@ PacificRegency Hotel Suites, KL. The event kicked off great with a fullypacked gathering of PR and Communication professionals.Leon Hudson(Director of Sales and Client Services - South East Asia,Asia
Media Monitors) who was also the Moderator of the session,commenced with the welcome address and a brief introduction of thedistinguished speakers. Just a quick note on behalf of Asia Media Monitorsto thank everyone who came and to the expert panelists:
•
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Ku Kok Peng(Senior Vice-President, Partner and GeneralManager, Fleishman-Hillard Communications Sdn Bhd)
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Suzanie (Suzie) Adina Mat Saat (Head of CorporateCommunications, Ministry of Information, Communications, Artsand Culture)
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Shameem Abdul Jalil (Director, Corporate Communications &Business Liaison of Public Investment Bank, Public Bank Group)Leonalso highlighted the session’s agenda and topics which were asbelow:
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Trends within the media industry
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Social media
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The new audience
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Cross cultural communication
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Media intermediation
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Paid versus free content
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Citizen journalism.
Shameem was the first panelist invited to shed light on the topic. Sheshared her vast experience in Public Relations and talked about herbook “Growing in Public Relations - Lessons from the Past” in whichshe has encapsulated her knowledge for young PR practitioners and allcommunication students. She repeatedly raised the point thatnowadays PR pros are not following the correct processes andsometimes even getting their CEO’s picture on the front page isconsidered enough. She spoke about how social media hasrevolutionized the PR industry and how pros should integratetraditional media, social media and academic theories like Laswell’sparadigm, Two step flow, Spiral of silence, Grunig’s Agenda Settingtheory to succeed. Later in the discussion she shared an insightfulsurvey done by PRSA and is also on Public Relations Journal Vol 3, No3, Summer 2009, “How PR Practitioners actually are using Social Media-Donald Wright and Michelle Hinson”. Click on the link to read in detail-http://bit.ly/7SyrgA. The survey was on the PR Social Media Dilemma –Big Gap between
what they say is happening
and
what they say should be happening
in terms of social media use in PR. The topthree categories that should be important in overall communicationsand PR efforts:1. Search Engine marketing2. Blogs3. RSS Three most important categories in overall communications PR fortheir organization/ clients :-1.Search engine marketing2.Blogs3.RSS, Social Networks, Video sharing
Frequent usage as information sources by PR Practitioners
in this order
:-1.Newspapers2.Magazines3.TV News4.Radio News5.Blogs6.Social NetworkIn spite of huge growth, social media do not compare favorably to thetraditional media when it comes to :-
>
Accuracy
>
Credibility
>
TrustKuwas the next panelist to provide his insights. During hispresentation he touched on a number of points as below:
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How he gets the 1
st
bite of the news now via Twitter, SMS alertsfrom Star and by reading emails on his Blackberry. Media isevolving.
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Traditional media is no more source of goto information.
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Traditional media will either live or die.
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Traditional media will be ‘complimentary media’ with socialmedia.
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Everything has changed and yet nothing is changed.
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Credibility cannot be achieved if organizations are not going tolet go of control on social media. Credibility and Control areinversely proportional.
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Web 1.0 has transformed to Web 2.0 in the shape of UserGenerated Content (UGC), YouTube, Editing Wiki, Flickr, etc.
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Media Strategies in Changing Times - Event Summary (Nov 2009 Seminar)
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| Upload Date: | 11/26/2009 |
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