New Media for PR, Advertising and Marketing

What is New Media?

                New media is a kind of media that use extensively in everyone’s daily life nowadays. Every people depend in new media. According to Socha and Eber-Schmid(n.d.), new media is a 21st Century term that define those things that are related to the internet and using various technologies, images and sound. However, the definition of new media changes every day. This is because new media are still continued to evolve.

                Media theorist Marshall McLuhan said that “The medium is the message.” He is stating that the medium has control over us in what we see and do, and this term can be used with new media. For the advantages of new media, it gives us a chance to communicate with those people who are far away from us, when we are using those social networks such as Facebook or Tweeter. We can know information from internet faster and easier because the information from Internet is always up to date and update very fast. We need not wait for the newspaper to publish. However, there are some disadvantages. We spend more time in front of new media and cause us to have less time to interact with colleagues or family. This can affect the relationship. News in Internet spread very fast. Therefore, if the information has any mistakes, the news is hardly getting off.

                If compare new media and traditional media, traditional media are more reliable because they have the watchdogs to check for their information. Therefore the information is mostly correct. According to Ibold, Hans Peter and John Adams (2012), newspaper journalists have more experience and credible. They will provide the truth to the society. However, everyone no matter who they are, where they from, anyone can be the author to create the information. New media do not have watchdogs. So, some of the information must not be trust.

New Media and PR

In PR, their job is to communication between the organizations and society, to create speeches for their high executive, help to increase the companies’ images and etc. In traditional way, they use mail to send out the news release, using phone calls to contact the reporters and others. These require much man power and waste their time and money. Nowadays, PR practitioners start to use new media such as websites, social network to complete their work. For example, they can send their news release through email. This can save their time. PR practitioners can also send their media kit electronically. This is an eco-friendly way to protect our environment because it does not require much paper.

PR practitioners can always update their websites with new information. This can also provide two way communications because everyone can comment in their websites to give feedback. Besides that, they can also reach everyone all over the world as most of the people are using the new media frequently.

New Media and Advertising

For advertising, they advertise in newspapers, magazines, radio or television because all these media are the most top media in the past. However, when new media has created, advertisers start to put their advertisement in the websites. As we can see, there are advertisements around the WebPages, especially the social network Facebook. New media advertising is a strong medium to advertise in the internet. It is very effective to reach large number of audience. Every people in the whole country can see the advertisement. Advertisers need not print out their advertisement in newspapers, magazines and etc which require high cost. New media helps them to save their money and also time to reach their audience. However, some people may think that the advertisements in new media are very annoying because the advertisement will always pop out to attract attention.

New Media and Marketing

Marketing responsible to plan and execute the marketing strategies in product, price, place and promotion in order to reach society needs and wants. Therefore, they need to do research on their audience to find out what they need and what the trend is. However, to find out the interest of the audience, they need to do survey in the traditional ways. By using new media, marketers can find out the information they want easily and do their research in effective ways. In order to attract their audience, they need to come out with another plan. For example, in the past, people use to go for shopping in shopping mall. But, to make the society feel more convenient, they come out with an idea, which is online shopping. People can go for online to search the things they want and buy through online. This can save much time if compare to those who drive to the shopping mall to buy their things.

In conclusion, new media helps a lot nowadays. It helps people to do many things in one time effectively. People should use the new media wisely but not in unethical way.