New and Social Media for Public Relations Strategies

New and Social Media for universal Relations StrategiesINTRODUCTIONThe topic of the dissertation deals with the research into the expenditure of progressively emerging technology of novel media, as a bill, by the in the unrestricted eye(predicate) relation practitioners. The stress is mainly on the adoption of various untested media peckers, by practitioners, for practicing globe relation activities. Theres a huge market for new media and, if enforced properly, it washbowl be a great diaphysis to maintain effective relations by the presidential term and in projecting a very collateral image of the system of rules. New media not only al low-spiriteds public relations practitioners to reach out to and shut up their publics in conversation, just in addition provides an avenue to strengthen media relations..New Media is emerging as an important public relations tool and empowers two way symmetrical communications with publics and stakeholders. PR professionals argon co nfronted with the swift rise of social media that forces practitioners to even out due and timely attention. They atomic number 18 not only excited most utilizing these tools together with conventional media, but are too excited about speaking directly to their publics and stakeholders without the involvement of whatever intermediaries. The current field of operation examines the physical exercise of new media as a tool for public relation practitioners. With the advent of improved and debauched way of accessing information, community have changed their ways to get information. Observing this changing trend, PR professionals have also started using New Media to play their role effectively. It has reduced the need of third party influencer, like media, to state with the public. New Media facilitates PR professionals to interact directly with their organizations public, specifically consumers. The focus of study is to see about the new media tools being employ by practiti oners and their smell about its use, whether they blend the new media tools with handed-down tools to perform various activities of public relations, the advantages and challenges they are facing using New Media for Public Relations in chandigarh. This is a cross sectional descriptive survey done by interviewing Public Relation practitioners works in chandigarh.PUBLIC relativeSIn the early 1900s, Ivy LeeandEdward Louis Bernayscame up with the first comment of PR a focusing function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization followed by executing a program of feat to earn public understanding and acceptance.Dr. Rej F Harlow, a PR scholar and practitioner, undertook the t adopt of compiling publish PR definitions. Analyzing 472 definitions ,he put forward a working definition, that says Public Relation is a distinctive charge function which helps establish and maintain mutual lines of communication, understanding, accept ance and cooperation between an organization and its publics involves the management of problems or issues helps management to keep informed on and responsive to public opinion defines and emphasizes the responsibility of management to serve the public interest helps management keep abreast of effectively utilizing change, serving as an early warning organisation to help anticipate trends and uses research and sound and ethical communication as its principal tools.PUBLIC RELATION ACTIVITIESPublicityIt involves disseminating information through with(predicate) selected media with the motive of gaining public attention, without paying to the media.PromotionIt take ons to gain the support for a person, product, organization or an idea. It helps consumers know about the product, the price, or the place.Issues/Crisis managementIt has a proactive nature of identifying issues that abide likely concern to an organization and, thus, involves development of a response mechanism to man age such unexpected situations.Community relationsBy maintaining good relationships with members of the community, more customers dirty dog be attracted through word-of-mouth and also generates customer loyalty.Media relationsIt involves circulating messages through media and to keep a watch on how the product / organizations image is being portrayed by the media. Developing good relationships with media persons is an important activity in the PR process.Event managementIt involves planning activities or events which will attract media attention to a person, product, organization or an idea.Employee relationsIt involves building work culture and team relationships among the employees by manduction information, promoting involvement and inculcating a sense of pride in business achievement. It helps in improving teamwork, staff retention and productivity. AdvertisingIt is a paid form of notification and communication from an identified sponsor. Businesses use advertising to promot e their product, while non-profit organizations use ads to raise awareness or encourage a change in behavior. LobbyingIt involves a professional attempt to bring about a change to a government policy, corporate policy, or public opinion that is favorable towards the organization, cause or group. During political campaigns, in club to affect public opinion, parties may engage PR firms as lobbyists.TRADITIONAL TOOLS USED IN PUBLIC RELATIONSPublicity MediaPressA Public relation person acts as the voice of the organization and provides information about the activities of the organization, its policies and programmers to the public through the press. Various ways in which information washbasin be provided to the press arePress ReleasesIt is pen information of timely nature, about the policies and activities of an organization that is sent to all news media by an organization.Editorials/Articles /FeaturesA public relations person, have to maintain good relationship with the media and s hould have effective persuasive skills, in order to provide background material to suggest subjects for editorials.TelevisionDue to great scope of television as a publicity medium, it is a highly effective tool for Public Relations.RadioRadio can be effectively used in Public Relation as it covers more than 90% of the Indian population.Films/Videos/DocumentariesIt can be used for both the internal or external public to train and make a motion employees and educate consumers.Oral CommunicationIt is majorly use for internal public, such as employees, to provide them training or information about the organizations policies. Various ways to perform Oral Communication areMeetingsIt is a formally arranged gathering of two or more persons, to serve some purpose.Speeches musket ball lecturinges are the fastest way of conveying information.The public relations department is involved in research, speech writing and training of speakers.Other ways for oral communication can be telephones cal ls, public brood system, panel discussion, counseling etc.Printed LiteraturePublicity literature helps organization to promote its products, services or activities.These can take various forms.House JournalIt is an organizations publication that caters its internal public and external public. Its objective is to create an environment for exchange of thoughts on various issues concerning an organization and its employees. annual ReportsIt can serve as prestige publication to attract prospective investors.BrochuresIt usually covers information on a specific subject and is used for various purposes such as explaining a new programme, to ask for donations.Take home or mail-out brochures make consumers cognitively connected to the organization and its products and services.Other forms of Printed Literature can be catalogues, booklets, leaflets.Miscellaneous Communication ToolsStickers, posters, labels, Racks or bins, window display, Packaging, gifts like calendars, diaries, pens, key ch ains.Direct mail ( news programletters.) unconstipated newsletters providing relevant information about the organization or/and its products/services can fortify relations with customers.AdvertorialsAdvertisements in the form of news stories allow to associate advertising with the credibility of the newspaper.Press ConferencesIt involves calling media representatives together at a place to disseminate newsworthy information regarding the organization.Media PreviewsWhen introducing a new product or organizing new plants and facilities ,the day before the official public showing, the media is given a preview company officials welcome media persons and solve their queries.PressToursIt involves transporting a press party a long distance. Press officials are invited individually to witness a landmark achievement, the commissioning of a project or a crisis situation .The Public relation policeman briefs them time to time and give background information during press tour.Media-Management LuncheonsLuncheons are arranged in which media representatives have an opportunity to meet management, to hear about new corporate developments and to inspect facilities.Clip SheetsNews stories and illustrations are reproduced in newspaper format to show news editors how stories and pictures will appear in scratch, are distributed by PR department to editors of daily and weekly newspapers.Press kitsIt contains mimeographed news releases, photographs, biographies, and background material that are prepared by PR departments and distributed to the media at special events.Publicity Distribution ServicesIt provides production and low cost distribution of news and pictures to editors and news writers of business magazines, newspapers and radio and television stations.ExhibitionsIt helps to get the instant feedback of the consumers so that their doubts can be clarified and, thus, build customers confidence.Special EventsIts aim is to publicize about the organization and its products in such a way that it attracts the attention of media so that it gets the best coverage accomplishable. out-of-door MediaPR professionals use it for disseminating information about their organizations policies and programmes.Attendance at public events heading at Public Events is valuable promotional opportunities. It gives an added advantage over competitors. It gives the opportunity to directly reach the public. newly MEDIAThe term New Media originated in 21stCentury. It accounts for everything related to digital communication technologies, that is, related to computer or any mobile device connected to internet is the necessary requirement for new media. Its key feature is Interactivity. In context of Public Relations, the term new media can be aptly called as Social media as being social is all about building and maintaining relationships. But considering the larger context social media is a subset of new media. Still sometimes these two terms are used interchangeably. In terms of Public Relations, New media tools can help in following waysConnectpeople with information and services.Collaboratewith internal and externalCreatenew content, services, and conduct of communication that help you deliver information and services.DEFINITIONS OF NEW MEDIAAccording to Oxford dictionaryNew Media is a nitty-gritty of mass communication using digital technologies such as the Internet.As defined by Webopedia, new media isA generic term for the many different forms of electronic communication that are made possible through the use of computer technology. The term is in relation to old media forms, such as print newspapers and magazines that are static representations of text and graphics.DIFFERENT FORMS OF NEW MEDIAWeb sitesA location on the dry land Wide Web that contains a home page and is owned and managed by an individual, company or organization.Online NewsroomAnonline newsroom(also cognize as apress room,media room,press centerormedia center) is a website that con tains information about a corporation or organization. The online newsroom was initially created for corporate communicators andpublic relationsfirms to target traditionalmediaoutlets, fundamentally newspapers, magazines, radio stations and television stations.Electronic mailMost commonly referred to asemailore-mailsinceca.1993,it is used for exchanging digital messages.Online communitiesGroup of people with similar goals or interests connect and exchange information using web tools.Virtual Reality WorldsA three-dimensional environment is simulated on the computers monitor screen. It allows and its exploiters to interact via graphical avatar representations of themselves.Video sharingAllow you to upload and tract online videosWebcastsInternet-based communication tools used to broadcast live or save audio recording recording and/or video over the internet so that information could be delivered to a broad interview and, in this case, audiences are also connected with each other. It can be either one-way presentation or an interactive sessionWebinarsInternet-based typically one way communication tool that can be understood as a specific type of web conference. It involves online polling and question -answer sessions. It can be recorded in order to benefit those who were not able to attend the scheduled time.Web conferencesInternet-based communication tools used to conduct live meetings or presentations over the internet.WidgetsA web widget is a small coat that you can embed in a social network site, blog, or website to share content.RSS (Real Simple Syndication) FeedsTo engender updates without browsing sites for the latest information, RSS feeds are used. These can be used to share information from the organization to the readers. It gets the user subscribed to a particular website.Video and computer gamesIt provides high level involvement to the user. These could be single(a) or multi player games .They may or may not be online.PodcastingPodcasts are fr ee audio or video files that can be listened to or watched on the computer or mobile device. It can be an easy and inexpensive way to provide information to your target audience(s).Blogs VlogsA website with periodical updates (posts) that involve text, graphics, videos and hyperlinks. Usually informal in style, blogs allows their readers to leave comments.WikiAn online resource that covers information on almost all the familiar topics.Web advertisingInternet advertising, such as banners, pay-per-click ads, pay-per-call ads and pop-ups, provides a way of reaching people who use the internet for shopping or to gather information.Instant Messaging (IM)Due to its simplicity, ease in fashion and relatively high level of synchronicity, IM is now widely used internet based communication tool at the workplaces.Chat RoomsA part of an online service that provides virtual world human fundamental interaction in real time.Social NetworkingA website that helps in getting connected to ones fam ily and friends and share information.Cell PhonesThese facilitate consumers to get handy with the latest information and provide instant updates in their inboxes when something happens.