PR Networked Age BIG Lecture Fall 2009
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The document discusses the evolution of media from traditional forms like radio and television to newer digital and social media. It describes how media has converged across multiple platforms and become more mobile. Key points covered include the structure and measurement of traditional broadcast media, advantages and disadvantages of different channels, and concepts like the MAC triad for crafting effective communications. The document stresses the role of public relations in disseminating truthful information to the right audiences at the appropriate times and places.
PR Networked Age BIG Lecture Fall 2009
- 1. The Networked Age M. Larry Litwin, APR, Fellow PRSA Copyright 2009 Portions taken from… Portions taken from… 1
- 2. The Networked Age • Radio • Television • Internet (and Interactive – Web 2.0/Blogs/Wikis) • iPod® (Podcasts, etc.) • Vcasts® • Cell Phone • iPhone® • Digital Signage • Aroma Marketing • WOMM • Silent Publicity The Networked Age – The Mobile Decade • Cross Platform – Print – Digital Signage* – Wireless* – Broadband* – TV • Convergence of Distribution *Formerly referred to as “Alternative Media” You just need to... 2
- 3. Web 2.0 and Social Networking Strategies • Users add value • Two way communication - participation not publishing • Technology is used to create and diffuse new knowledge • Spontaneous collaborative work • Online content is the start of group-level work; perpetual be • Online content is generated by many people • Faith in the community • Connections are the new king, although content still matters • Word of mouth marketing • Web as platform: anytime , anywhere access OK! The Networked Age • Cross Platform • News/Media Convergence – Print – Digital Signage* – Wireless* – Broadband* – TV *Formerly referred to as “Alternative Media” 3
- 4. Apple® Tops The Charts with Digital Music The Big Idea A Drugstore Goes Online 4
- 5. The Networked Age – Mobile Decade – 1:1 • Cross Platform – Multiple Platform – Print – Wireless/Electronic • Broadband • Internet embedded TV (Web TV) • Cell phones • Digital Signage* • Wireless* – e-mails – Video Sharing – Podcasts and Vcasts – Message Boards – Social Networking – Widgets – Wikis – RSS – Blogging – Photo Sharing *Formerly referred to as “Alternative Media” Basic Media Concepts • Media mix – The way various types of media are strategically combined in a marketing plan • Media vehicle – A specific TV program, radio station, Ipod or Internet Broadcast Media • Transmit sounds or images electronically • Include radio and television • Broadcast engages more senses than reading 5
- 6. The Structure of Radio Radio • Relies on the listener’s mind to fill in the visual element • Delivers a high level of frequency • Radio spots lend themselves to repetition Categories • Network Radio • Spot Radio • Syndicated Radio • Satellite Radio (SIRIUS/XM®) 6
- 7. The Radio Audience • Station fans • Radio fans • Music fans • News fans • Talk fans Clear Channel® Radio Makes it All About The Fans Measuring the Radio Audience • Dayparts • Coverage • Ratings 7
- 8. Radio Dayparts Standard Radio Dayparts Morning Drive M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.; 5 a.m. – 10 a.m. Mid-Day M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m. Afternoon Drive M-F 3 – 7 p.m. or 3 – 8 p.m. Evenings M-F 6 – 11 p.m. or 6 – Midnight Overnights 11 p.m. or Midnight – 5 a.m. or 6 a.m. Saturday 8 a.m. – Midnight Sunday 8 a.m. – Midnight Advantages of Radio • Immediate • Target audience • Affordability • Frequency • Flexibility • Mental imagery • High level of acceptance (Comfortable) • Captive Disadvantages of Radio • Listener inattentiveness • Lack of visuals • Clutter • Scheduling and buying difficulties • Lack of control 8
- 9. Arbitron® Radio Ratings and Media Research Information Television • Television advertising/PR is embedded in television programming • Most of the attention in media placement, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences The Structure of the TV Industry 9
- 10. Programming Options • Specialty television • Pay-per-view • Program syndication • Interactive television • High-Definition TV • Digital Video Recorders Public Service Announcements • PSAs can run 10, 15, 20, 30 or 60 seconds TV Dayparts Standard Television Dayparts Early morning M-F 7:00am-9:00am Daytime M-F 9:00am-4:30pm Early fringe M-F 4:30pm-7:00pm Prime access M-F 7:30pm-8:00pm Prime time M-Sa 8:00pm-11:00pm Su 7:00pm-11:00pm Late news M-Su 11:00pm-11:30pm Late night M-Su 11:30pm-1:00am Saturday morning Sa 8:00am-1:00pm Weekend afternoon Sa-Su 1:00pm-7:00pm Note: All Times are Eastern Standard Time (EST). 10
- 11. Measuring the Television Audience • Rating points • Share of audience • Gross Rating Points • People meters Advantages of Television • Almost as immediate as radio (wireless technology) • Pervasiveness • Cost-efficiency • Impact • Audience • Comfort • Captive Disadvantages of Television • Production costs • Clutter • Wasted reach/Coverage • Inflexibility • Intrusiveness 11
- 12. A. C. Nielsen® : Better Marketing Decisions Film and Video • Video News Releases • Vcasts, Vidcasts, Vodcasts VNRs – Part 1 • Goal • Strategic message • Timely • Newsworthy • Local “hook” or any “hook” • “Sexy” (appealing/emotional) • Excellent quality • Visuals 12
- 13. VNRs – Part 2 • Real People • Commercialism • Brief Packages (90 – 120 seconds) • “B-roll” • Extra cuts • Names and titles • Script • Experienced Professionals • Truth Advantages of Film and Video • Play to a captive audience • Attention level is higher than for almost any other channel or vehicle Disadvantages of Film and Video • Some may run too long • Poor production • Wrong message for audience 13
- 14. Web Advantages • Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations • Relative ease of using e-mail • Rapidly expanding use of web pages • Discussion groups, message boards and IMing • Web pages that offer links to immediate information about your company or organization • Blogs – Citizen created content. Bloggers use their expert knowledge based on categories. • Podcasts • Vodcasts, Vidcasts, Vcasts Web Disadvantages • Outdated information • Driving audiences to Web site • Difficult to navigate • Looks unprofessional • Failure to include contact information • Broken links • Sometimes unexpectedly not available • Security • Available only to individuals who have computers Podcasts • Internet-distributed audio programs • Self-styled audio productions recorded in digital format and downloaded to computers, iPods® or other digital music players. 14
- 15. Vcast/Vidcast/Vodcasts • Video podcast sometimes shortened to vidcast or vodcast. • Online delivery of video on demand video clip content. • Usually distributed as a file or as a stream • Vlog “Infodemic” A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda. David Rothkopf Chairman and CEO of The Rothkopf Group M A C T ria d M +P+T A C M = M e ss a g e A = A u d ie n c e C = C h a n n e l P = P u rp o se T = T im in g 15
- 16. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. “Infodemic” A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda. David Rothkopf Chairman and CEO of The Rothkopf Group “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” Edward R. Murrow 16
- 17. The Future • Industrial Age • Information Age • Story Telling (“Tell me a story.”) Public Relations will always be the… • Antenna • Conscience • Voice “To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.” Edward R. Murrow 17
- 18. Your role • Broker of idea • Foster collaboration • Share knowledge • Spark action • Lead people into the future Enter to Learn Knowledge is Power 18
- 19. Go Forth and Serve • “Everybody can be great because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and your verb agree. To serve, you only need a heart full of grace, and a soul generated by love.” • “If my actions can inspire others to dream more, learn more and do more and become more, I will be a leader.” John Quincy Adams 19
- 20. • Enter to Learn • Knowledge is Power • Go Forth And Serve Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com 20