What is the future of Public Relations as newspaper sales start to decrease? Does this sales decrease mark the end of newspapers? Many believe yes. The majority of UK newspapers have seen a significant increase in the numbers reading newspapers online, the total number of online readers has reached 8.6million, and have in fact seen overall print readership decrease from 86.4 million to 76.7 million. Newspapers were quick to see the bonuses of having an online counterpart, however this foresight has perhaps not been to their advantage as can be seen through readership figures.
Technology has now created new and varied avenues when it comes to getting and spreading information, society tend to look to the internet for up to the minute concise information. People and companies can get information out quicker and with less hassle with the use of blogs and social networking sites to name just a couple of online routes. This sort of instant news could almost see the need for PR practitioners becoming obsolete as the internet is an easy accessible tool for all. This is however certainly a new avenue for PR practitioners to learn about and develop. All channels must be used to get information out in the public sphere.
PR practitioners have all used and been used by newspapers, it would seem PR, spin and newspapers go hand in hand. It's a relationship neither can do without. PR pioneer Bernays in fact believed that PR practitioners worked to "obtain favourable mention in the press for their employers." 1953. It is often felt that success is measured by the number of column inches your organisation receives, if these column inches were to disappear then how can success be measured? Perhaps it will be measured through comments and online hots as technological advances continue to dominate the media. All forms of media coverage and publicity are important when it comes to PR.
Technology has now created new and varied avenues when it comes to getting and spreading information, society tend to look to the internet for up to the minute concise information. People and companies can get information out quicker and with less hassle with the use of blogs and social networking sites to name just a couple of online routes. This sort of instant news could almost see the need for PR practitioners becoming obsolete as the internet is an easy accessible tool for all. This is however certainly a new avenue for PR practitioners to learn about and develop. All channels must be used to get information out in the public sphere.
PR practitioners have all used and been used by newspapers, it would seem PR, spin and newspapers go hand in hand. It's a relationship neither can do without. PR pioneer Bernays in fact believed that PR practitioners worked to "obtain favourable mention in the press for their employers." 1953. It is often felt that success is measured by the number of column inches your organisation receives, if these column inches were to disappear then how can success be measured? Perhaps it will be measured through comments and online hots as technological advances continue to dominate the media. All forms of media coverage and publicity are important when it comes to PR.
Those working in PR must 'up their game' if they are to survive, if we are to see the demise of print media new media outlets must be sourced, information must be distributed.
If newspapers cease to print the number of contacts in media will undoubtedly diminish thus meaning less opportunity to have a story break. However there are a variety of media outlets out there and practitioners must act fast to get coverage as the pace of media has increased dramatically. Plans must be put in place to allow for structured campaigns to take place. Companies need to be increasingly more aware of digital and social media. However those that want their news via newspapers do so because they want their news presented to them they don't want to have to hunt for it, this could thus be seen as a saving grace for both PR and print media.
As to the newspaper sales decline,it seems like a worldwide phenomenon.More and more people read newpapers on-line.
ReplyDeleteIn PR education, PR practitioners have been told to write news release for journalists.
But now, because of technology development, the meadia paltform has been changed.
If there is no newspaper in the future, is it indicate that one publicity channel disappeared?
I can't agree your point anymore.What we do know is that we can't stop this media revolutionary process. I think we should hold a possitive attitude, like you said seeking possibilities in digital media or social media.
As I wrote in my blog on Social Media being a very effective tool for PR, well you see where I'm going. I totally believe that PR should take advantage of the social media, it's expanding and becoming a new thing in every organisation for various reasons. PR however, is so close to what social media can do. It's easy, effective, efficient, quick, can it get any better?
ReplyDelete