Tutorial 1 for BHPR 2014: Public Relations & New Media (Ms. Sabrina Wong)

New Media Public Relations VS Marketing & Advertisement

Definition & Understanding of New Media

New media refers to on-demand access to information anytime or anywhere, on any digital  related devices, which involves interactive user feedback, and creative participation. Another aspect of new media is the real-time generation of news and information may be created on the spot and it is possible for it to be read by millions of readers around the globe. Moreover, it also involves the concept of unregulated content in which contents which surface in the new media do not have a gatekeeper to determine which information is truth and false thus meaning news are unregulated which could potentially be dangerous. New media today is greatly engaged and used by organizations and companies around the world due to its great potential. Specifically, the Public Relations departments and as well the Marketing & Advertisements department have tapped into the use of the new media due to the fact both professions focuses heavily on the promotion and publicity be it products, image or an organization. Here, we will be contrasting the difference between Public Relations and Marketing & Advertisement in the new media in two distinctive points which are concept and functions with its implementation in place.

Difference in Concepts

The concept of Public relations relates to the management of of relationship between an organization and its publics and how its image and reputation are maintained or improved. When it comes to the new media, it is how the new media is used for example social media websites like facebook are used to maintain and create greater relationship with the organizations public through allowing facebook users to give their feedback regarding any topics as the organizations deems to be discussed. 

On the other hand, the concept of Marketing & Advertising involves the deliberate planning and execution of plans relating to the promotion and advertisement of a product to obtain an organizations business goals or expectations. Marketing & Advertisment may also not only relate itself solely to business but also to other purposes such as Public Service Announcements(PSA) which purpose is for social development. In new media terms, it is how the electronic and digital sphere are employed to promote a particular object. For example, a recent trend we see is the use of youtube advertisements in which viewers are forced to watch companies advertisements. This a way it promotes its products to its publics. 

Difference in Functions

Public relations functions in building and maintaining relationships and this is achieved through effective two way communication between an organization and its public. With the new media today, it allows this source of communication to be done in immediate and prompt fashion which does not require much wastage of time carrying the information between both senders. With just a click of a house or press of a keyboard button, a particular message may be sent in just a matter or seconds example being an email. Thus, we see almost every organization or companies today at least have a social media account from twitter to facebook, to google+ or even friendster. The reason to this is because it allows communication ot occur very simply and easily. Example, Petronas a oil and gas company based in Malaysia has a facebook account which about half a million likes. It is active in updates and also the generation of news which also allows users to give their feedback and comments. This therefore allows the building of a more personal and intermediate relationship with the public especially the younger generations today. 

Marketing & Advertisement on the other hand is more focus in how it promotes and create publicity regarding its products. New media is a great asset to this profession because news or information regarding a product may be generated and publicize immediately plus with low cost involve compared to traditional media such as advertisements which may cost thousands of dollars to have a advertisement put up. We will use social media as an example for Marketing & Advertisement to show the difference between the two professions. For example,Milo a hot chocolate drink company uses social media intensively and a way in which they market their products is with the use of various posts involving catchy words, illustration or words to be shared in facebook. By doing so, it generates promotion or advertisement for its products as every user subscribe to its facebook page views the promotion and whenever it is liked, commented or re-shared more people will be exposed to it. Therefore, this is how facebook is used by companies for marketing and advertisement.

In a nutshell, this is a brief personal opinion of the contrast of the two professions use of the new media which are namely in concepts and functions for my study purposes.