As we can see in world nowadays, "large communications businesses will continue to move farther from traditional media in pursuit of growth while small agencies will specialize in media, technologies and techniques that their entrepreneurial founders know best. Large agencies are and will be a bundle of old and new media and technologies based on economic opportunity and internal demands for growth. Media relations will no longer be a core service but one of a number of services offered to clients." Is the scenario stated will come true to most the future public relations world?
The answer is YES. Because in view of this situation, rapid spread of news stories, rumors and opinions is a condition that will not go away, and the existence of new media make it easier for these people to share their stories and opinions. This then leads to the shrinking of traditional media and new media have grown up to the extent where it can be seen as something that is uncontrollable.
Hence, it is clear as crystal that new media not only give us benefits, but also have its' own downside if its not used wisely by people. In conclusion, the future will not be one of too little information but of far too much and the challenge for media relations practitioners will be to generate content that is of interest to reporters then to make sure they consider it. There will be as much or more emphasis on story lines and stunts to gain attention, and personal relationships with reporters will be more important than ever. So to the practitioners out there, think thoroughly where new media will bring us four years from now. Whether it will bring us good, or harm, you decide.
Thanks for reading.
Thanks for reading.
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| Allysha Yvonne Juin |
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