It is a change isn't it? Nowadays images, text, videos, and audio content can all be mashed up and different communication and digital tools can be found on various technological devices. U
nlike the times when TV was black and white and telephones had no capability to take pictures and you could listen to radio on the actual radio device, now your radio is on your phone and you can take it anywhere and your neighbor doesn't have to ask you to turn it down because there are headsets, our phones have cameras and even more exciting, you can work for your salary and do your work while sitting on your couch! I know it's normal now yes, but I'm making you ponder on the reason why the term 'Media Convergence' exists and it's all because media has never been so correlated more than now compared to the 20th century.
A POWER THAT PR EINSTEINS POSSESS
Now let us dive in deeper, shall we? Media convergence means something bigger for PRPs. It allows PRPs to craft messages that can influence consumer’s attitudes. Back in the day it was accepted to advertise cigarettes on TV and it was quite an exercise that was not reflecting critical thinking by media professionals considering the negative impact it has on the environment and health.
Through powerful words, visual and audio-infused storytelling, brands started to demonstrate how dangerous smoking is to the environment and the honest advertisement of cigarettes has made people more aware about smoking. In the 1950s cigarette brands were battling about which cigarette is healthier and using words like "less irritation" and "More doctors smoke Camels more than any cigarette" and now everyone knows it is not healthy at all. Media is a tool that can make or break consumers, groups or entities and it’s important for 'PR Einsteins' (practitioners) to use its advancements wisely.
what if advertising was honest?
MEDIA CONVERGENCE CAN KEEP YOU ON YOUR TOES. YES, YOU
To my dear PR Einsteins, I am sorry that during your career you have to solve the problem of misinformation that can spread so quickly and you can find that people believe stories that are not factual. Now you have to draft media releases and statements and keep up with the speed of nowadays' media to give the correct scope of matters, clarify and educate your buddies (the publics). This puzzle that you have to solve can be demanding and straining but there's nothing that cannot be solved. I know you want to know how and I will not leave you hanging. You have to initiate instant two-way communication and create a space of interaction with your audience.
communication
Instant communication helps you get a picture of your public's perceptions and allows you to craft focused messages that address ever-changing issues and topics from time to time. Instagram and Facebook are great platforms for instant conversations. How can I talk about a problem but never give you tools to help you solve it? I would be silly.
To wrap it up my fellow PR scientists, I think Media Convergence presents an opportunity to shape perceptions and most importantly master effective communication to achieve positive outputs.
So true, in one of my own blogs I detail the evolution of how our relationship with media has changed. Gone are the days when brands were the only producers of content, nowadays we also have a hand in the industry, the arm being our super smartphones with powerful cameras.
ReplyDeleteTimes have moved very fast and we get to enjoy the media and technological perks that come with that. As PR professionals we should constantly work on using the perks to our advantage, we should touch hearts, empower and achieve business success using our skills.
DeleteIt is fascinating to see how much the digital industry has impacted our lives with such small aspects as TV and radio, nowadays we don't need to sit in front of the TV because all we need is our phones to stream online. Overall good read!
ReplyDeleteImagine if all camera companies, graphic design companies, Facebook and Instagram, to name a few, and PR companies were to have an annual seminar whereby the PR world for example gets to pitch ideas to Facebook that can enhance the app to have features that can help PR companies boost effective communication with clients or the publics? That would be media convergence ultra!
DeleteWell Said Mr TEMBA however it has also allowed the easily spread of fake news or content and pirating materials through the use of social media platforms. Which makes it hard to trust their content from the various platforms unless it has been proven by News channel on TV. For an example during Covid we had exaggerating numbers of death released on the net, but when it came to Television news it kinda gave the specific number not quite but it wasn't exaggerated and the public trusted the TV news than the various platforms on the net. I hope I am making sense.
ReplyDeleteYes Angie, fake news are a problem and we as professionals should educate the publics about how to spot them and avoid believing false information. I think websites and social media platforms should have software that can detect false information and crash it so that it is not put out to the public. That would be a game changer.
DeleteTalk about keeping us on our toes. The evolution of Media Convergence is need us to be careful to maintain credibility and trust of our market that means noo blurred lines but transparency, what then happens to the privacy of my organization?
ReplyDeleteOrganisations should always be transparent and when that organisation does everything with professionalism, ethics and honesty then transparency will not be an issue and there will not be anything to hide. There is information to be shared and also information that cannot be shared. For example, Coca-Cola cannot share its secret recipe because that can affect their brand negatively. There are levels to transparency my dear. I hope I'm making sense
DeleteI’ll start by commenting you on this interesting and informative blog post well done 👏🏾. I also agree with the media correlation as it is something that we are fortunate enough to have witnessed unlike the generation who will probably just read about the this media and technological advancement.
ReplyDeleteThank you for your compliment! It is good that my posts are not a contradiction of my blog description. I am looking forward to growing in the media and communication space and using my creativity and digital tools to do good business and touch people's emotions in a positive way.
DeleteNah ma boy you cooked the fact the blog was engaging the all way with examples and mild jokes I loved reading this and yes thank God media as come a long way or else I don't see my self going to my neighbors and asking them to put their radio down lol
ReplyDeleteThank you so much Bruno sir. I am glad I made you crack a little. There's gonna be a lot of that as I write more blogs in future
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