Traditional media

Traditional media 

Traditional media is the term used to encompass conventional forms of advertising media such as television, print, radio, direct mail and outdoor.

Disvantages of traditional media 

Price 

Traditional media buys are usually more expensive than newer forms of advertising. In addition to the cost of buying TV spots, you may need to pay for the development of your commercials. To benefit from broadcast advertising, you may need to buy many spots, requiring a commitment of thousands of dollars before you can gauge results.

Lack of Timeliness

Traditional advertising does not allow you to respond to changes in the marketplace as quickly as newer forms of communication. You may have to create your message weeks or months in advance when you run magazine ads.

Harder to Target Audience

Modern technology allows marketers to more precisely target potential customers based on the amount of personal information websites collect about visitors. Small businesses can determine in advance not only what type of person visits a particular website, but how often, what they view and other information.

Less Information

The message you can deliver with traditional advertising is much more limited compared to newer forms of communications. If you can get people to your website with the click of a banner ad or link, you have almost unlimited opportunities to deliver page after page of information to customers.

Advantages of traditional media 

strong impact: Marketers interact  colour, sound, sight and Drama to ensure that their message is strong and persuade.  

Mass coverage: Television has lucrative of mode of conveying an advertisement .

convenient and flexible: the television is convenient and flexible advertising medium. Television advertising allows advertisers the flexible to use various approaches and combinations of audio to target audience. 

Bibliography

 About Jenny Holzer 2011, dvd, Microcinema International, San Francisco, California.

Art + soul : a journey into the world of aboriginal art 2010, television program, Australian Broadcasting Corporation, Sydney, 4 October.

Chains = Cantene/Titanus 2011, motion picture, British Film Institute, London.

Colli, MG 2009, Bilbao_6 Guggenheim Museum Bilbao, photograph, viewed 4 January 2012, <http://www.flickr.com/photos/52355315@N08/5757476385/>.

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Social media as a PR Tool

Social media as a PR tool

Social media are computer-mediated technologies that allow the creating and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. 

 Primary sources

These are contemporary accounts of an event, written by someone who experienced or witnessed the event in question. These original documents (i.e., they are not about another document or account) are often diaries, letters, memoirs, journals, speeches, manuscripts, interviews and other such unpublished works. They may also include published pieces such as newspaper or magazine articles (as long as they are written soon after the fact and not as historical accounts), photographs, audio or video recordings, research reports in the natural or social sciences, or original literary or theatrical works.

 Secondary sources

The function of these is to interpret primary sources, and so can be described as at least one step removed from the event or phenomenon under review. Secondary source materials, then, interpret, assign value to, conjecture upon, and draw conclusions about the events reported in primary sources. These are usually in the form of published works such as journal articles or books, but may include radio or television documentaries, or conference proceedings.

Ways to Use Social Media in Public Relations

1: Include Social Sharing With Press Releases

If you need to write a press release, find a way to support and extend the message via social sharing.

Keep in mind that journalists rely heavily on Twitter, Facebook and other platforms to source and research stories. When you share your story socially, you are meeting them where they are instead of interrupting them in their inbox.

2: Create Social Campaigns Around Customer Case Studies

Most PR teams create customer case studies to highlight successes and build credibility. While some customer stories make a good write-up, most people aren’t willing to invest the time to read long-form articles

3: Ask Executives to Publish on LinkedIn

When CEO's or other executives actively engage with professional colleagues and customers, they’re playing an important role in building trust with key stakeholders. Yet only a handful of CEO's are active on social platforms. It’s time to change that.

4: Offer Expert Opinions in Real Time

As industry-related stories break, social media offers the prime way for you to offer expert commentary and make an immediate impact on your audience. If you wait for a press release to make the rounds, you’ll likely miss your opportunity.

Conclusion

If you’ve been relying on traditional public relations tactics, it’s time to breathe new life into your efforts. By focusing on a social approach, you’ll be able to communicate your messages directly with your stakeholders.

Reference 

Rob, L. (1988) A Short Guide to post in social media. London: Scott Foresman.Chs. 2, 4 & 6. Friedman, S. & S. Steinberg (1989) Writing and thinking in the media journal .Englewood Cliffs, NJ: Prentice Hall. Hamp-Lyons, L. & K. Courter (1984) Research matters. Rowley, Mass.: Newbury House. Ivanic, R. & J. Simpson (1992) Who's who in social media? In N. Fairclough (Ed) Critical Language Awareness.  London: Longman. 141-173.