What is The Future of PR? Where does it fit in with the digital world?
In the last 12 months, the media has been through a massive change and there are bigger changes to come. The recession has fast-tracked the progression of digital media...
What is The Future of PR? Where does it fit in with the digital world?
In the last 12 months, the media has been through a massive change and there are bigger changes to come. The recession has fast-tracked the progression of digital media with recent research reporting that for 90% of people, the Internet is now their primary source of information. Printed media is now on the back foot and digital media is exploding. So what is the future of printed media? Are magazines and newspapers going to become a novelty rather than a necessity? Is social media a fad or is it part of the future? Is it enough to just have a good online presence/website? And how will all of this affect me and my business?
Earlier this year our Managing Director, David Ing, jointly hosted a CIM (Chartered Institute of Marketing) event entitled ‘Content is King, Conversation is Queen’ looking at these specific issues.
The presentation looked at the fact that the Internet has changed and it has changed all of us. The Internet used to be one dimensional. We searched for content and we read what we found. Rarely would we comment on it and we certainly didn’t get the opportunity to share it with all our friends. Much like the interruptive adverts that we sat through in front of the TV, we took what we were given and if it was good we would respond by buying something. We believed what we were shown, the best website or advert would win, the ‘Content was King’. Today’s Internet, and indeed all our media, has changed. No longer do we believe what we are shown.
Today, thanks in most part to the advancement of web technologies we are more interested in what other people think of that brand’s products and services than we are of the adverts. These technologies are known as social media and are the number one online pastime for millions of Internet users. The traditional branding activity (which includes your static corporate website) and PR will still drive awareness but instead of pushing to purchase, people now reach out on the Internet to seek opinion and conversation. The Internet has become sociable!
You can have great content but if no-one is talking about it then it’s worthless. You need a Queen who is the eyes, ears and conversation to your King’s content. To be successful today you need to be participating in both the content creation and the conversation about the content. But does all of this digital world mean that printed publications are redundant? Are we seeing the beginning of the end for newspapers and magazines?
As a full service agency CFA has had to change the way it approaches PR and the way it tackles journalists and news distribution for its clients. We have had to look at and respond to the tangible benefits of social media for our clients, the conversion of printed publications to online resources and the changes in the delivery of news and information for our clients.
To find out more about these very real changes contact us at info@cfa-group.com or email David for a copy of the presentation slides at david@cfa-group.com.
In the last 12 months, the media has been through a massive change and there are bigger changes to come. The recession has fast-tracked the progression of digital media with recent research reporting that for 90% of people, the Internet is now their primary source of information. Printed media is now on the back foot and digital media is exploding. So what is the future of printed media? Are magazines and newspapers going to become a novelty rather than a necessity? Is social media a fad or is it part of the future? Is it enough to just have a good online presence/website? And how will all of this affect me and my business?
Earlier this year our Managing Director, David Ing, jointly hosted a CIM (Chartered Institute of Marketing) event entitled ‘Content is King, Conversation is Queen’ looking at these specific issues.
The presentation looked at the fact that the Internet has changed and it has changed all of us. The Internet used to be one dimensional. We searched for content and we read what we found. Rarely would we comment on it and we certainly didn’t get the opportunity to share it with all our friends. Much like the interruptive adverts that we sat through in front of the TV, we took what we were given and if it was good we would respond by buying something. We believed what we were shown, the best website or advert would win, the ‘Content was King’. Today’s Internet, and indeed all our media, has changed. No longer do we believe what we are shown.
Today, thanks in most part to the advancement of web technologies we are more interested in what other people think of that brand’s products and services than we are of the adverts. These technologies are known as social media and are the number one online pastime for millions of Internet users. The traditional branding activity (which includes your static corporate website) and PR will still drive awareness but instead of pushing to purchase, people now reach out on the Internet to seek opinion and conversation. The Internet has become sociable!
You can have great content but if no-one is talking about it then it’s worthless. You need a Queen who is the eyes, ears and conversation to your King’s content. To be successful today you need to be participating in both the content creation and the conversation about the content. But does all of this digital world mean that printed publications are redundant? Are we seeing the beginning of the end for newspapers and magazines?
As a full service agency CFA has had to change the way it approaches PR and the way it tackles journalists and news distribution for its clients. We have had to look at and respond to the tangible benefits of social media for our clients, the conversion of printed publications to online resources and the changes in the delivery of news and information for our clients.
To find out more about these very real changes contact us at info@cfa-group.com or email David for a copy of the presentation slides at david@cfa-group.com.
