When new developments occur, human nature takes over and we rush to the new new thing and automatically begin thinking about how it will irrevocably change our lives.
The Internet boom was driven by the belief that off-line services, locations etc. would be superceeded by their online equivalents. I think, that even now, only four years on, it sounds kind of quaint and far fetched.
The reality is that the Internet has taken its rightful place alongside print, radio and television as a viable and important commerical medium. However, the Internet differs in two major respects when compared to the other mass media. Firstly the speed it was adopted and secondly unlike the others, the Internet continues to change and innovate all the time.
This continous innovation is one of the major challenges for Public Relations practitioners.
The good news is that PR practitioners are getting more interactive ways to communicate with target audiences. The bad news is that we must constantly keep on top of the more important developments and be cogniscent of how they affect the products and services we offer our clients and employers.
This post was promoted by a piece written by Elizabeth Albrycht which looked at the possible end of mass communication.
I think the growing media maze we are facing when we help organizations to communicate with their audiences are being affected by a wide range of factors, which when you bring them altogether raise some serious challenges.
The sophisticated consumer
People are far more educated in the twenty first century than at any time in our past. The result is a more difficult target for PR. Where before companies drove their message out with hyberbole and aggression, now consumers discount such gusto and want to drill down into the real details.
The global information center
Consumers don’t just make decisions based on reading or hearing from one source. That information may make them want to evaluate a product or service, but before they hand over their hard earned currency, they do a lot more research than before. As a result the sales model from prospect to customer is becoming more complex and PR must adapt to understand that model.
The Cluetrain effect
The Cluetrain Manifesto was not widely read by the general populace. It’s success has been built among marketing types and Internet experts who passionately believe a new approach to corporate communication and the interaction between the corporation and the consumer. The prescience of it’s message is breathtaking. Speak to your audience in plain language, language they understand or do not bother talking with them at all.
Noise Levels
Consumers are bombarded with hundreds of marketing messages every day. The challenge of getting your message through to your target market and those people taking notice of it is incredibly hard.
Constant Innovation
The Internet is always changing. These changes affect the job you do every day. The advent of Instant Messaging, E-mail, RSS and Blogs are all affecting your daily job. Embrace and understand how these new technologies do or do not affect your audience
So what are the new trends in my humble opinion?
Evolution not Revolution
Existing successful media outlets will continue. We’re nowhere near throwing out paper magazines, newspapers etc. Furthermore, we nowhere near throwing away paper printers in our offices either. So keeping our expertise in dealing with existing media is essential and paramount.
New media opportunities
Whilst our existing media will continue to be important there’s no doubt that new important media outlets are appearing. If our audience are reading blogs then blogs are a new media we need to manage.
Understand the delivery channels
How does your audience want to receive and find information? Is it on a website, in a blog, an e-mail newsletter, an RSS feed or a print publication? It’s your job to find out and deliver it as they want it.
The Corporate Communicator
As Elizabeth pointed out in her post, the organization will communicate directly with it’s audience more frequently across more media types than ever before. As a PR professional it’s up to you to ensure you are proficient in those new areas and that your programs incorporate them tightly to your objectives.
Managing Information
Finally the importance of managing information whether it’s internal collateral or the contact details and preferences of your audience has never been as important. We all must understand the best means of creating, sharing, managing and delivering information to people where and when they want it.
I believe that all this innovation is a huge opportunity for the PR business. You are the communications expert. Understand your audience and your media and you will be busier than ever before!
So Scott McNealy’s antics are finally catching up on him. An open letter to 
a clear message with a more pragmatic tone could help. More (some) respect for the competition and for different viewpoints is needed.”
Murphy's Law 