BasicPubl

icRelat
ions
IVSemester
Uni
t–ll
PRAgency–ToolsandTechniques

1.PRAgency
:Concept
,St
ruct
ureandFunct
ions

2.Mul ti Medi aRel eases:

Mul ti
medi a and i tsr elated appl ications hav e al most become
sy nony mouswi th moder nt echnol ogy ;gi ven t he ki nd ofexpl osi on the
technol ogicalr eal m hasseemed.Mul ti
medi amakesourl i
feeasi ersev eral
ti
mesf old.Iti st hroughmul t
imedi athatmobi lephonescanbeusedf ora
numberofpur poses.
Mul ti
medi ai smedi aandcont entt hatusesacombi nationofdi ff
erent
cont entf or ms.Thet erm i susedi ncont rastt omedi awhi chonl yuse
traditi
onal for msofpr i
ntedorhand- producedmat erial.
Mul ti
medi aincl udesacombi nat i
onof
 Text
 Audi o
 St i
lli
mages
 Ani mat ionv i
deo
I nteract i
vitycont entf orms.
HI STORY:
Thet erm“ MULTI MEDI A”wasf irstusedbyBOBGOLDSTEI Ni nJul y
1996t opr omot eopeni ngofhi slightwor ks.
In1970st het erm wasusedt odescr ibepr esent at
ionsconsi sti
ngof
mul ti-
project orsl i
deshowst i
medt oanaudi ot rack.
In1990s‘ mul timedia‘ tookoni t
scur rentmeani ng.
TAYVAUGHANdecl ared“ Multimedi aascombi nati
onoft ext,graphic
art,sound, animat i
on, andv ideot hati sdel iveredbycomput er.
Incommonusage,t het erm mul timedi ar eferst oanel ectronically
del i
veredcombi nationofmedi ai ncludingv ideo,st illimages,audi o,textin
suchawayt hatcanbeaccessedi nteractively.
Comput ersmar ketedi n1990swer er ef erredt oas“ MULTI MEDI A
COMPUTERS”becauset heycont ainedaCD- ROM dr ive.
CHARACTERI STI CS
Mul ti
medi a pr esentations can be v i
ewed i n per son on st age,
projected, transmi tt
ed, orplay edl ocallywi thamedi apl ay
er.
Br oadcast sandr ecor dingscanbeei theranal ogordi gitalel ectr
onic

1
medi at echnol ogy .
Thev ar i
ousf ormat soft echnol ogicalordi gitalmul t
imedi amaybe
i
ntendedt oenhancet heuser s'exper i
ence.
Onli
nemul ti
medi ai si ncr easinglybecomi ngobj ect-ori
entedanddat a-
dri
v en,enabl ingappl icat i
onswi thcol l
aborativeend- useri nnov ati
onand
personal izationonmul tiplef or msofcont entovert i
me.
TYPESOFMULTI MEDI A
Multimedi af ormat si ncl ude
 AUDI O
 CAPTUREONTAPE
 FUNCTI ONOFPHOTOFRAPHY
 SI DESHOWS
The f oll
owi ng ext ensi ons commonl y used t ol ay up mul ti
medi a
document ation:
 MOV
 MP4
 3GP
 VOB
 FLV.
Fileswi thaugment ationMOVar eusedt olayupcapt ureonf ilm andsong
i
nor der .
MP4i sfundament all
yi dent icalt oMOVf ormatandl onedi ff
ersbypr ovided
thatr oughl yaddedmet adat a.
MP4putonr ecor daugment at ioni ssuppor tedbymul ti
pleappl icati
onswi th
Appl eI Tunes, XBox360.
MPEGi saal ignofcompr essi onsmet hodsdesi gnedf oraudi oandv i
sual
data.
3GP on PC may per haps be v i
ewed VLC medi a pl ayer,Real Player,
QuickTi me, GOM Pl ayerandMedi aPlay erClassic.
Fil
eExt ensionVOB( VideoObj ect)iscommonl yl ocat esuchdocument sin
DVD- Videomedi a.
Fil
eExt ensionFLVi susedt odeposi tMacr omedi aFl ashPl ay ercollecti
on.
I
tcanassi gnv ectorgraphi cs, spil
l vi
deocasset te,audi oandt ext.
FEATURESOFMULTI MEDI A
Text–
 Texti st he mostwi del yused and f lexible means ofpr esent i
ng
i
nformat i
ononscr eenandconv eyingideas.
 Texti sanessent ial aspectofpr esent i
ngthei nfor mat i
on.
 Li keeachel ementoft hemul timedi adesign, effectiveuseoft extcan

2
 eit
herdi rectuser s/ reader sat tent ionordi vertit.
Audio–
 Audi or eferst osound.Mul t
imedi acani ncludef ileswhi chcont ain
sounds.
 Audi osongsal socomeundert heheadi ngmul timedi a.
 Mul timedi apr esent at ionsof tenhav esomeaudi ot rackswhi chmakes
i
teasi erf orpeopl et ounder st and.
 Mul timedi aphoneshav emusi cpl ayerst or unaudi omusi c.
 Var iousaudi osof twar eincl udeVLCmedi apl ayer,real play er
, etc.</
Pi
ctures–
 Pi ct ur es( images)i sat wo- dimensi onalscr eendi spl ay,andaswel las
athr ee- dimensi onal ,suchasast atueorhol ogr am.
 Gr aphs, pie-char t
s, pai ntinget c.al lcomeunderi mages.
I mages ar eav er y usef ulf eat ure of mul ti
medi a. Mul timedi a
present ationusespi cturesorcl i
p- arttomakepeopl eunder stand.
 Var iousf i
lef ormat sofi magesar e.jpg, .png, .
gifet c.
Vi
deo–
 Av i
deoi sunedi tedmat erialasi thadbeenor i
ginal lyfilmedbymov i
e
camer aorr ecor dedbyav ideocamer a.
 Theembeddi ngofv ideoi nmul timedi aappl i
cationsi sapower fulway
to conv eyi nfor mat ionwhi chcani ncor por ateaper sonalel ement
whi chot hermedi al ack.
 Vi deoenhances,dr amat izes,andgi vesi mpactt oy ourmul timedi a
appl icat ion.
 Theadv ant ageofi nt egratingv ideoi ntoamul timedi apr esent at i
oni s
thecapaci t
yt oef fect iv
el yconv eyagr eatdealofi nformat i
oni nt he
l
eastamountoft i
me.
Animat i
on–
 Ani mat ioni st her api ddi spl ayofasequenceofi magesof2- Dor3- D
artwor kormodel posi ti
onsi nor dert ocr eateani ll
usi onofmov ement .
 Theef f
ecti sanopt icali l
lusi onofmot ionduet ot hephenomenonof
per sist enceofv ision.
 Ani mat ionaddsv i
sual i
mpactt ot hemul timediapr oject .
 Ani mat ionar eusedi ncar toons, scient i
f i
cv isuali
zat ion.
I
nteracti
v ity-
I nter act ivi
tycanbet ermedast hedi alogt hatoccur sbet weenan
i
ndi v idual andacomput erpr ogr am.
I nter act ive mul ti
medi ar ef erst ot he mul timedi a appl i
cations t hat
all
owuser st oact ivel ypar ticipater athert hanbei ngpassi ver eci pients
3
 ofinfor
mation.
 Technologi
essuchasDVDsanddi gi
talTVareclassi
cexampl
esof
i
nteract
ivemediadevi
ces,whereausercancont
r olwhatt
heywatch
andwhen.
I nt
eracti
vi
ty al
so r
elat
es to new media ar
tt echnol
ogi
es where
humansandani mal
sareabletoint
eractwi
thandchangethecourse
ofanar t
work

*Mult
iMediaReleases(Press,Audi
o,VideoandSocialMedia)
Pr
essRelease–
Theusualwayofi ssuinginformati
ont othepressi sbywr
it
inga
pr
essr el
ease.Pressreleasesar eat radi
ti
onalmethod ofhandi
ng out
i
nfor
mat i
onandisauseful t
oolwiththePRpr of
essi
onals.

Audio–
Video-
SocialMedi a-Anyonl inet echnol ogyt hatpeopl euset oshar econt ent ,
opinion,i nsights,experiencesandper spect i
ves.Exampl esofsoci almedi a
applicat i
onsi ncludesoci alnet wor kingsi t
es:f acebookandmyspace; vi
deo
sharingsi teYouTube;cont entshar ingsi tes:Di ggandv ideoshar ingsi te
fl
icker, etc.(seitel2011: 349)
Socialmedi anet works:websi t
est hathast odowi thbui l
di ngr el
ationshi ps
betweenamongpeopl e( particularlyy ouths)ofdi f
ferentcul turesi nv ari
ous
partoft hewor l
dandacr ossmanynat ion.E.g.Facebook, hi5YouTubeand
My SpaceThi stoolhasanaddedv alueofr eachi ngov ersixt ymi l
l
ionpeopl e
acrosst hegl obeatago.
*Pr essConf er
ence– Pr essconf erencesar eoccasi onswhensomeone
withsomet hi
ngt osaywhi cht heybel i
evei snewswor thycal lsrepor ters
togethersot hattheycant ellt hem al latonce.Theper soncal li
ngt hepr ess
confer enceusual lymakesanannouncementorst atementf i
rstthenal lows
reporter stoaskquest ions.Thet er ms,medi aconf erencesormedi acal ls,
areal soused,t houghusual l
yaboutanev entt owhi chacompanyi nvites
themedi ai nor dertopr omot eapr oduct,per f
or manceoracel ebr i
ty.Al l
sortsofpeopl eor ganisepr essconf erencesf oral lsor tsofr easons.A
polit
icianmaycal lonet oannounceanewpol icyort odenyanal legation.A
scientistmaycal lone t or eveala di scov er y
.A pol i
ce chi efmaycal l
reporter st ogethert ogi vedet ailsofacr imeort oaskf orpubl ichel pi n
solvi
ngacase.
Iti s a spoken t ool .One oft he mosti mpor tantt ools.I n press
4
conf erencej our nal ists&medi aper sonsf rom di f
ferentmedi aor gani zat i
ons
arei nv it
edatsomer easonabl epl ace&wher et heyar ei nfor medcl earl
y
aboutsomespeci fici ssue.Af t
er war dsj our nalists& medi aper sonsar e
all
owedt omakequest ions.Pr essconf erencesar eat radi ti
onalmet hodof
givi
ngi nformat ionbydi r
ectuseoff acet of acecommuni cat ion, techni que.
Adv ant agesofpr essconf erence–
Themai nadv ant ageofapr essconf erencet ot heper soncal l
ingi tis
thatt heydonothav et or epeatt hemsel vest osev eraldi fferentr epor tersat
separ at ei nterv i
ews.I tal so means t hatt hei rannouncementwi llhav e
maxi mum i mpactbybei ngi nal lthemedi aatt hesamet i
me( assumi ngt hat
allthe r epor terst hink i ti s newswor thy ).The mai n adv ant age t ot he
j
our nal i
sti st hati tr educes t he chance ofi ndiv i
dualnewspaper s or
broadcastst at ionsmi ssi ngt hest or y.I tal soal lowst hem t oshar et he
workl oad ofquest ioning t he i nt erviewee.I fone r epor terf or get s or
overlookssomet hi ng, anot herr epor terwi l
l probabl yt hinkofi t.
Disadv antagesofpr essconf erence–
Ther ear edi sadv ant agest ot hemedi ai npr essconf erence, themaj or
ofwhi chi st hati ti smor edi ffi
cul tt ogetanexcl usiv est or yf rom pr ess
conf erences.When ev eryr epor terhear st he same wor ds f rom t he
i
nter viewee,t heycannotkeepsecr et sf rom eachot her .Ther ear eway sof
gettingr oundt hispr oblem whi chwewi l
ldi scussl ater .Pr essconf er ences
canal sogi vef alsei mpor tancet ot het opi cbei ngpr omot ed.Pr omot erst r
y
toconv i
ncej our nal istst hatbyget tingt hem al lint hesamepl aceatt he
samet imet het opi ci sofgr eati mpor tance,whenof t
eni tisnot hingmor e
thanf reepubl icityoradv er ti
sing.
*PressKi t/Medi aKi ts-I sapackageofst ream ofi nfor mat i
onpr ov idedby
anor gani zationt ogeti tsmessageout .I tscont entcani nclude:news
features,backgr ounder ,aposi t
ionpaper ,f actsheet ,phot os,ordr awing
withcapt ionsadv er tisi
ngr epri
nt …
*PressBr iefi
ng–
Pr essbr ief i
ngsar eusual l
ymor ei nfor malt hanapr essconf erence
andar eusedt ogi v eupdat es.Pr essbr ief i
ngsar esetupj ustl i
keapr ess
conf erence,butar eusual lysetupt oaschedul e,suchasonceanhouror
everyt hreeorsi xhour s.I tisupt ot hepeopl ewhoar ei nchar geoft he
i
ncidentandhow i mpor tantt heyt hinkt her eleaseofi nformat ioni s.Fora
l
argewi l
dlandf i
reapr essbr iefingmaybehel dev eryf ewhour s,buti fyou
haveal argeev entl ikeal argest reetpar tyorr acewhi chhast housandsof
peopl eati t
,apr essbr iefingev eryhourmaybenecessar y.
Oner uleofpr essbr i
ef i
ngsi si fyousetupat imeschedul e, st i
ckt oit.
Eveni fy oudonothav eanynew i nf
or mat iont or elease,st i
llhav ey our
5
briefingandadv isethatnot hinghaschanged.
Ial so use pr ess briefings f orspeci alev ent s such as adv ance
i
nf ormat ionbef or eaheatwav eorcol dspel l
.Ii nvit
et hemedi atoour
conf erencer oom andgi vesaf etyt i
psandmay behav esomepr opson
displayf orpi cturesandv ideo.Theev enti sl i
keapr essconf erencebutnot
asi ntenseorf ormal .Thereisal mostal way saquest ionandanswerper i
od
dur i
ngapr essbr iefi
ng.
*Fami li
ar i
zingTour s/Pr essTour–
AMedi aFAM t ri
pi saMedi aFami li
arizati
ont ri
p,of feredt omedi aon
behal fofanor ganizati
ont ogett hemedi af ami l
iarwi tht hei rdestinat i
on
andser vices.Theyar ealsocal l
edPr essTr i
ps.Theycanbeei theragr oup
orani ndi vidual Medi aFAM t rip.
Af ami li
arizati
onTour s,of tenr eferr
edt oasaFAM t rip,isat our
offeredt omedi aonbehal fofanor gani zati
ont ogett hemedi af amili
arwi t
h
theirdest ination and ser vices.A FAM t ri
pi s a gr eatway f ort he
organi zat ion t o getposi ti
ve publ i
ci ty and f ort he medi at o hav e an
oppor tunityt owr i
teast oryaboutanor ganizationt heyf ullyunder st
andand
hav eexper ienced.
Sev er alti
mesmanyor gani zati
onsar ei nv i
tedj ournal i
st st ovi
sitt heir
product ion houses wher et heir pr oduct s aref ormed.Af ter visiti
ng
j
our nal istsar ewr itt
enr eportbasedont his.Fort hispr essTouri sav er
y
i
mpor tantt ool forthePRpr ofessi onals.

3.Tool sandt echniquesforPubl i

cRel at
ions(InternalMedia) :
*HouseJour nal-HouseJour nalsareoneoft hemostef fecti
vet ool
sthat
organizati
ons can use t o communi cate witht heirempl oy
ees.I tisa
peri
odi calpubl i
cation which t r
ies to establi
sh r egularcommuni cat
ion
betweenanor ganizationandi t
sempl oyeesandot herpublic.
*BulletinBoar d-Bul l
eti
nBoar dSev eralti
mesmanyor ganizati
ons,publ
ish
manyi mportantNot i
ces,orders,fortheempl oy eesofor ganizati
onsona
si
gnificantboar d,
thisiscall
edBul l
eti
nBoard.
*VisitbyManagement–

6
*OpenHouse–OpenHouseasav iablepubl i
cr elati
onsandi nstr
uct ion
techni quet oi ntroducei ncomi ngst udent st obasi clibrar yf acili
ti
esand
ser vicesi naf unandr elaxingat mospher e.Anov erri
dinggoaloft heOpen
Housei st oempowerpar ticipat i
ngst udent swi t
ht hesel f-suf fi
ciencyski ll
s
thatwi l
lallowt hem t osmoot hlynav i
gat ethel i
braryont hei rown.I ncludes
acompr ehensi vebl uepr intf ordet aili
ngsuccesses, innov ations, andpi tfalls.
Out linest hespeci fi
cst epst ot aker egardingf undraisinganddonat ion
sol i
ci t
ation.Ul timat el
y ,anOpenHouseev entcanst rengt henal i
brary '
s
out reachpot ential.
Var i
ouspubl icsar ei nv i
tedt ot heev ent,whi chmayi ncludeapl ant
tour ,exhi bitsandf il
ms.Successf ull
yhandl ed,i tcont ribut est oabet ter
under standi ngoft heoper at i
onsoft hecompany .
*AnnualRepor t–Anannualr eporti sanaudi tedcor por at edocumentt hat
det ailst hebusi nessact ivit
yandf i
nanci alstatusofapubl i
cl yhel dcompany
ov ert hepr ev i
ousy ear .Anannualr epor tist hemostessent ialandf i
rst
handcommuni cat iont oi nt roducet hecompanyt ot hef inancialpubl i
cas
wel l ast of i
nanci al collabor ator s.
*Exhi bi
t i
on– Anexhi bition,i nt hemostgener alsense,i sanor ganized
present ationanddi splayofasel ect i
onofi tems.I npr act ice,exhi biti
ons
usual l
yoccurwi thinmuseums,gal leriesandexhi bit
ionhal ls,andWor ld's
Fai r
s.
Exhi biti
onsmaybeper manentdi splaysort empor ary ,buti ncommon
usage," exhi bi
tions"ar econsi deredt empor ar yandusual lyschedul edt o
openandcl oseonspeci fi
cdat es.Whi lemanyexhi bit
ionsar eshowni nj ust
onev enue, someexhi biti
onsar eshowni nmul tipl
el ocationsandar ecal led
trav elli
ngexhi biti
ons, andsomear eonl ineexhi biti
ons.
Exhi biti
onsar eamongt hemostef f
ect iveway sofcommuni cat ing
7
withthepubl i
c.
Thepubl i
cr el ationspr act i
tionerpl ay sav i
talr ol ei nal loft his.He
needs to conv eyhi s company 'si mage posi ti
v elyt ot he v i
si tors,and
promot eanypr oductorser vicet heor gani zationof fers,wi thoutf orcing
anyonet obuyt hepr oductorser v ice.
Theef f
ortoft hepubl icr elationspr actiti
onershoul dbet hree- fold:
1.Inform pr ospect ivecl i
ent soft heexhi biti
onbef or eanddur ingt he
show
2.Obt ainposi tivemedi acov eragef ort heor gani zat ion, and
3.Achi evef ollow- upcov er ageandf eedbackaf tert heexhi bitionhas
takenpl ace.
Ast hemai nr esponsi bi li
tyofanypubl icr elat i
onspr act it
ioneri s
tobui ldthei mageoft heor gani zat ionbyobt ai ningposi tivemedi a
coverage, exhi biti
onsar egr eatoppor tunitiest oachi ev et hisgoal .
Publ icr elationspr ogr ammeshoul dbepl annedi nsuchaway
thata publ i
ci ty campai gn f oreach exhi bit
ion i si ncl uded and
deadlinesf orpubl icat i
onsar emet .
TIPSTOGETBESTMEDI ACOVERAGEDURI NGEXHI BI TIONS Meett he
media
Toomanycompani esf ocusonsecur ingi nt erviewsatanexhi bit
ion
andbui l
dtheirPRst r ategyar oundt his.
Abet terideai st oconductamedi at ourt woort hreeweeksaheadof
theexhibit
ion.Jour nal istswi llhav emor et i
met ospeakt oy ou,andy our
messagesar elessl ikel ytobef or got ten.
Speakingoppor tunit i
esatt heexhi biti
on
Thi si sagr eatt oolt ouseatexhi biti
ons,buty ouneedt oget
organizedwel l i
nadv ance.
Al way shav easeni orr epr esent at i
veorani mpor tantcompany
personal i
tyont hest and,ast heor gani zer scoul dcal lf orapr ess
conference.
Make sur et haty ou hav e a post -exhi bition pr ess r elease
avail
able.Jour nal i
stsr epor tingont hesuccessoft heexhi bitioncoul d
ment i
ony ourachi ev ement sdur i
ngt heexhi bition.
The or gani zer s shoul d per suade pot ent ialexhi bitor st hata
parti
cularexhi bi t
ionwoul dbeofsubst antialbenef i
tt ot hem.I tshoul d
becl ear l
yst at edwhot het argetmar ketoft heexhi bitioni s,and
approximat elyhowmanyv i
si torsar eexpect ed.
Bui l
d a good i mage ofa speci f
ic exhi bition byment ioning
previ
oussuccessesachi ev ed.
Byobt ai ningmedi acov erageofanupcomi ngexhi bition,by
8
 adv er tisi
ngoredi torials,awar enessi scr eat edandexhi bit
or sand
visitorsar emor elikelyt opar ti
ci pat e.
Exhi bi t
ingi saboutt hegoodr eput ationoft hecompany .An
ex hibitionwoul df ailmi ser abl yi fst af fwer enott rainedonhow t o
mant hest andandi ft heobj ect ivesandbenef i
t soft heexhi bitionar e
notcl ear l
yexpl ainedt ot hem.So, sel ect ionoft rainedst af fisr equi red.
Exhi bi t
ions ar e an i mpor tant medi um t o pr oj
ect on
organi zation'smat eri
al spr ocess,pr oduct soni tsact i
vitiesser v i
ces,
andi deast ot hepubl ic.I tof fersanexcel lentoppor tuni t
yf orper sonal
cont actwi thpr ospect iveconsumer s, consumer sordeal er s.
Di
ff
erentTy pesofExhi bit i
onDi spl ay s-
Joi ningexhi biti
onsar eoneoft hei mpor t
antaspect st ogr ow
yourbusi ness.I tisonepl atfor mt ocapt ureendl essv isitor swhocan
bey ourcust omer s.Tr adeshowsar eal sosi gni fi
cantv enuet odi splay
yourpr oduct sandser v icesort ol aunchanewpr oductl inesopeopl e
wi l
lknowabouti t.
Ify ouar eont hev ergeofj oi ninganev entnow,t heny oumust
know t hatchoosi ngt her ightdi spl ayst andspl ayv it
alr olei nt he
successofy ourev ent.Her ear ev ar i
oust ypesofst andst haty oucan
useandt hei rpur posest ogi vey oui deaonwhaty ouwi llusef ory our
tradeshow.
1.Modul ardi splayst ands.Theset y pesof fergr eatv ersat il
ityas
theyar eeasi ert oi nst allandr emov e.Theyar eoneoft hemosti n
demanddi spl aysamongexhi bitioni sts.Theyar econst ruct edpar tby
par ti nor dert odi splayacompl et est and.Commonst andsi nclude
por tabl e,tabl et op, andpur chasedi spl ay s.
2.Li t eratureSt ands.Theyar ebannerst andt ypet hatof fersa
steady pl ace t o hol d l iter atur e,br ochur es,l eaflet s,books or
magazi nes.Theseser v et ohol dt hev ar iousl i
ter at uressov isi
tor scan
learnmanyt hingsaboutt hecompany ,i tspr oduct saswel lasi ts
ser vices.
3.PopUpDi splay .Theyar est andswhi char emor eat tr active
andusef ulf orbusi nesses.Theyar eal sov eryf lexi blet hatcanev en
promot ey ourbr and.Theycanbei ncor por atedwi thmanyadd-onst o
enhancet heiruseandt hei rdesi gn.Moni torhol der s,shel v esand
li
ght scanbeaddedt ocust omi zet hepopupboot h.Theyar eoneof
theeasi estst andst osetupi nanyev ent .Andt heycanbedesi gned
wi thst ri
kinggr aphi cst hatshowst hecompany ’smar ket ingmessage
oradv erti
si ngsl ogans.
4.Pi peandDr ape.Thesedi spl ayaccessor iescanf il
lst andar d
9
 ex hibitspacesof10x10t ol ar geislandboot hs.Theyar ecomposed
ofpi peandf abr icdr apeswher einy oucanper sonal izet hecur tains
wi thy ourownbr andnameoradv erti
singcampai gns.Theyar eal so
easyt or emov east heycanf i
ti ntosmal lbagandy oucanbr i
ngt hem
any wher e.
5.BannerDi splays.Theyar eregar dedast hewor khorseofany
tradeshow ast heyar ev eryi mpor tantst andt hatcancaughtt he
attent ionofy ourv i
sit
or s.Thi sexhi bi t
iondi splayi smadeupofa
bannerand ast and t o hol di t.Var ioust ypesi ncluder etractabl e,
telescopi ng,t ensi onbannerst ands,mot orised,r ollerandmor e.They
aret heeasi estt osetupast heyar ejusthangi ngf rom adi splayst and.
Thesecomei ndi v ersecol our sanddesi gns.
6.Gr aphi cl ogot ent /canopi es.Thi scanopycandi splayy our
brandei theront hef r
ont ,si deandev enback.Theyar econv enientt o
useandcanencl oseapar ti
cul arspace.
4.UseofDi gital Medi aandEmer gingt r
endsi nPR:
UseofDi gitalMedi a
‘
NewMedi a’i sat er mt hatdescr i
best heemer genceofdi gi t
al,
comput erised, interact ivecommuni cat i
ont echnol ogi es.
•i.e.I nternet ,Websi tes, Chatr ooms, e-mail,Soci al medi a, etc.
•New medi ai sabr oadt ermi nmedi ast udiest hatemer gedi nt hel at t
er
par toft he20t hcent ur y.
•I tr efer st oon- demandaccesst ocont entanyt ime,any wher e,onany
digitaldev i
ce,aswel lasi nter act i
v euserf eedback,cr eativepar ticipat i
on
andcommuni t
yf ormat ionar oundt hemedi acont ent .
•Int eract i
v i
tyi sakeyaspectofmanynewmedi at ools
PR&NewMedi a
•PRchangedwhenI nt ernetcamei ntopl ay
•Mor eandmor epeopl eget t
ingonl ine,NOW
•Hav i
ngy ouronl inepr esencei si mpor t
ant
•Mor ethan70%ofI nter netpopul ationusesSM
Soci al Medi a
•Asubsetofnew medi awhi chencour agesi nteract i
vityv iacomment sor
conv ersat i
on•Soci almedi aar edef i
nedas“ anyt oolorser vi
cet hatusest he
Inter nett of acilitateconv ersations”
•Anyonl inet echnol ogyorpr act icet hatpeopl euset o shar econt ent,
opi nions, insi ght s,exper iences, per spect i
vesandmedi a
Soci almedi ahasemer gedast heunf etteredv oiceofci t
izens.Ther e
wer emor et han354mi ll
ionInt er netuser si nI ndiai nJune2015; 40outof
these, 143mi l
lionar eonsoci almedi apl at
for ms41suchasFacebook( 125
10
mi l
lionuser s),42YouTube( 60mi llionuser s),43Li nkedI n( 30mi l
lion) ,
44and
Twi tter( 22. 2 mi lli
on user s).45 Manyoft hese user s ar ey oung ur ban
dwel l
er s.Thesenumber swoul dhav eonl ygr ownsi nceApr il2015when
these f i
gur es wer e compi l
ed.I nr ecentt imes,ev ent s such as t he
happeni ngsi n Tahr irSquar eort heant i-
cor r uption mov ementofAnna
Hazar ecl oserhomeshow t hatt hosewi thaney eoutf ort hef uturehav e
embr acedchange.Publ i
cact i
v i
sm pur suedt hr oughsoci almedi ai sno
l
ongerspasmodi c,ev en f oran epochalev ent .Facebook,Twi t
ter ,and
YouTubear et hemai npr ot agoni st st hathav et r
ansf ormedt hewayour
ent i
resoci etyf unct ionsandr ev olut ionizedt heway si nwhi chwei nter act
wi t
h ourcol l
eagues,f riends,and f ami l
y.Today ,soci almedi ai s an
i
next r
icabl ef orcef or-changei nnear lyev erything, politicalandcommer cial,
andt her efor e,PRhasbeeni ncl udedi ni tssweep.
PR,def inedasbui l
di ngr elat i
onshi psandmanagi ngr eput ationsby
communi cat ingandmai nt ainingl ev elsofgoodwi l
lbet weenanor gani zat ion
andi tspubl ics, isal readyi mpact edsubst antially.Ir ecal lat i
mei nt heear l
y
1990s when Ico- founded Per fect Rel ations,when PR t radi ti
onal l
y
consi st edofal ar gelyone- wayf low ofi nformat i
oni nt hef orm ofpr ess
releasesout war ds.I twasseenal mostasabl ackar t,di stinctandsepar ate
from mar ket ingandadv er t
isi ng.Al t
houghPR,bot hf ort hecompanyand
thei ndust ry,hascont inuedt oev ol ve,t headv entofsoci almedi amar keda
par adigm shi ftinwhatwedodai ly.Soci almedi ahasspel tthebegi nni ngof
theendofi nfor mat i
onhoar der sandi nt ermedi ar i
es, br eaki ngdownbar riers
andal lowi ngf ordi ssemi nat ionofi nfor mat ionwi thoutasi ngledomi nant
nar rativeornar rator .Bymaki ngbot hcommuni cat i
onandconnect i
onwi th
other seasi erandf ast ert hanbef ore,i thasemer gedasanengi nef or
changei nt hewor l
dandal soi nourownPRi ndust ry.
Ial way ssayt hatbei ngconnect edi sa‘ f undament alr ight ’now.Ev en
theso- calleddown- to-ear thpol i
tici anshav er ealizedt hi s.Lasty ear ,we
wi t
nessedat rulydef ininggener al elect ion, oneofmanywehav ewor kedon,
i
nwhi chsoci alpl atfor msl i
keFacebook, Twi tter ,andbl ogspr ov edt obet he
front -
runni nggamechanger s.WhenShr iNar endr aModiact uallydecl ar ed
victory ,itwasi nt hef orm ofaTwi ttermessaget ohi smor et han4mi llion
follower sont hemi cr obl oggi ngpl atfor m.Thet weetwasr e- tweet edov er
69,000t imesasev idenceofModi ’spopul arityamonganel ect oratet hat
i
ncl uded150mi ll
ionf irst -timey out hv ot ers.Ital sosawf ort hef i
rstt imei n
Indiat hatmor et han150pol iticiansj umpedaboar dt heTwi tt er,Facebook,
and YouTube bandwagons t o di ssemi natei nformat ion aboutpol icies,
rall
ies, andv ot erst at i
st ics.El ect i
on2014showedt hatpol i
ticalpar tiesal so
hav er ealizedt hatonl inecampai gni ngi sagamechanger .I ti nfluences
11
peopl eandset st rendsandi smer cilesst ot hosewhodonotengage.
ThePRi ndust ryisalsoev olvingf rom si nglemessage, multi
plemedi a
tomul tiplemedi a,si nglev alues—at ransi ti
ont hatcur rentlydef i
nest he
emer gingpr act iceofPRasf arascust omerbr andsar econcer nedv is-à-vis
thenewemer gi ngf ormsofsoci al medi a.
Thi sal somakesPRanev enmor ef ast -pacedbusi nesst hani ts24×7
avat ar.Wear enow60×24×7, t
hati s, aqui ckr esponset oaconsumermust
goi nami nut esi mpl ybecausei t
si mpacti sgr eatestbef orethel aw of
dimi nishi ngr etur nski cksi n.Qui ckandconst antengagementi st henew
mant ra.Justr ecal lther ecentMagginoodl econt roversy .Notaccount i
ng
fort hecr ucialr oleofunder standi ngt henat ureofsoci almedi ai ncr isis
management ,gr iev ousmar ketandshar ehol der-valuehar mt ot hebr and
happenedqui ckly .Qui t
el i
kel y,t hesev erityoft hecr i
siscoul dhav ebeen
all
ev iatedear l
y ,hadt hecompanyr espondedwi thgr eateral acri
ty.
Associ almedi acont inuest obecomemor eimpor tanti nthewor ldof
communi cat i
on,butTwi t
ter ,Facebook,YouTube,et c.,wi l
lcont i
nuet obe
i
mpor tantonsomel evel.Ni che, indust ry-speci f
icnewst ylenet workswi llbe
ofgr eat erv al ue i nt he f uture.I ti st he nextst ep int he evolution of
communi cat i
ons.Soci almedi a wi llcer tainly notbe a one- size-fit
s- al
l
solut i
on.
Soci al Medi a
•Facebook
•Twi t
ter
•LinkedI n
•My Space
•YouTube
•Flicker
•RSS
•Blogger
•&mor e…
Oppor tuni ti
esi nSoci alMedi a
•Knowl edgeShar ing( i
.e.blogs, Wi kis)
•LifeShar ing( i
.e.YouTube, Fl i
cker )
•Soci al Net wor king( i
.e.Facebook, My Space)
•Busi nessNet wor king( i
.e.Li nkedI n)
•Communi tyBui lding( i
.e.Ni ng)

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