Millennial Students Relationship With 2008 Top 10 Social Media Brands Via Social Media Tools By :Alisa Lynn Agozzino
URL: http://etd.ohiolink.edu/send-pdf.cgi/Agozzino%20Alisa%20L.pdf?bgsu1262651087
This journal discussed about the Internet has become a major player in the public relations field within the last decade. The World Wide Web has served as a key contributor in how organizations and their publics develop mutually beneficial relationships, an important characteristic for public relations. With emerging social media tools such as Web 2.0, blogs, podcasts, wikis, and RSS technologies becoming more highly discussed topics within the field, the Internet itself has become a public relations toolbox that holds all the newest social media tools for every public relations practitioner.
When public relations practitioners do not take into consideration targeting their messages, those messages fall upon the mass society as a blanket with only hopes of the targeting audience being able to pick up the message. Social media tools could make or break hiring of public relations firms in the future.
This journal also highlight that not only Public relations practitioners who need an understanding of social media within the field but also PR educators in the United States are being advised by public relations practitioners to consider adopting social media into the curriculum.
Social media are changing public relations careers, whether the field is ready or not. Scott (2007) pointed out how social media have changed the look of public relations, beginning with the rise of the Web: PR is no longer just an esoteric discipline where great efforts are spent by companies to communicate exclusively to a handful of reporters who then tell the company’s story, generating a clip for the PR people to show their bosses.
Now, great PR includes programs to reach buyers directly. The Web allows direct access to information about your products, and smart companies understand and use this phenomenal resource to great advantage. As a conclusion, PR practitioners and educators should have a knowledge and skills on the new technologies in order to attracts and keep maintaining the power of PR itself, if not, PR will not survive in the end.
The journal I took from website is “New Media: A New Medium in Escalating Crises? ” by Joanna Siah Ann Mei, Namrata Bansal and Augustine Pang. The researchers are from the Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore. Crisis consider as a disaster for the company and it need for the company to handle effectively in order to solve it or prevent it from becoming worse. In the previous time, the crisis is been handled in a traditional way where as the company organize the press conference and it will be reported in the newspaper or in the magazine. Other than that, the issue sometimes have been filter by the gatekeeper and not literally knows by the publics in a deeply way.
As for today, with the highly technology been develop such as internet, it become the major medium for the company since the internet do not have the gatekeeper to filtering the information. This is the worse thing that can happen to the company that are trying to handle the crisis they been facing. Furthermore, it relate to the journal that I took consider that this new media escalate the message of the crisis for the company.
Most of companies today are uploading the crisis management in their website as a proof of their effort that they did in order to convince the constituents such as the investors, publics, government, media, employees and etc. Internet is the world without border and there a lot of sources to get the information. As for example, blogs, You Tube, social network, online publication and etc. Sometimes, there are a blogs that condemn the organization method in handling the crisis. For example, the BP Oil Spill in Gulf Mexico, there has a video upload by the Environmental Association that made fun of the company way in handling the oil spill. Furthermore, to make it worse, the publics also condemning the BP Company since they do not really committed in handling the disaster and the effects toward the nature and the animals habitat in Gulf Mexico.
It is one example on how the new media escalating the crises. As for the company, they should aware with this situation and mange the crisis in organizes and they should also consider every aspect of the impact of the crisis. Always come out with the press release and give the statement on what they did to overcome the crisis. This is the way to ensure the satisfaction the parties involve with crisis either in direct or indirect way.
According to Jay Bhatt in his Blogging as a Tool: Innovative Approaches to Information Access has stated that by demonstrates the range of applications and suggests that this is a new information medium that is likely to have a keen presence for a long while as more users engage in the related activities and depend on Blogs and RSS for their sources of information.
Nowadays people are using a blog to communicate with others to share about thought and ideas to a large number of people. As for the academic purposes blog are been using as a broadcast educational information for student in any area in the university community. In order to reach all the network, we need to used RSS stand for Rich Site Summary.
Many blog has syndicate their content to subscribe using RSS feeds to point out their blog. By using RSS it can be used in university environmental to promote and market library services and resources to faculty and students. Furthermore, there are many other electronic resources such as Science Direct, WebofScience and etc that do not using RSS feeds of search quarries at the present. This is not right because by using RSS feeds the student could find information in the library more effective and efficient.
This journal discusses about how public relations practitioners perceive websites as a communications tool and how the World Wide Web fits into their overall communications strategy. Practitioners believe a Web site symbolizes an organization’s competitiveness in order to enhance an organization’s image, and increases the practitioner’s personal sense of professionalism. The World Wide Web is becoming a significant communicationstool for businesses and organizations. Websites are used to keep stakeholdersup-to-date, provide information to the media, gather information aboutpublics, strengthen corporate identity and a host of other public relations functions.
The web is the first proscribedpublic relations massmedium in that matter gets through toa mass audience, but it’s not filtered through gatekeepers.Traditionally in public relations, proscribedmessage are sent through newsletters,annual reports, and other vehicles written by communication professionals in organization. Nowadays the information providedon how to use the Internet, the World Wide Web, and other online technologies to improve the execution of their jobs. A website was not viewed as a replacement for face-to-face contact but it wasperceived as a way to strengthen relationships that already existed, mainly because of the e-mail function. A website is becoming a widely adopted public relations tool. It is used to provide information to both external and internal publics. The e-mail function is seen as offering two-way communication opportunities.
The practitioner needs to be prepared to make the site a priority if it’s stay up-to-date and present a positive image of the organization. For the site to become a priority there must be a commitment to provide thepersonnel, training, and equipment needed to keep pace with the additional work. Furthermoreif it’s managedto be a useful tool, standards for evaluating its effectiveness in that context must to be established. Public relations practitioners perceive a website as a tool to enhance an organization’s image.
