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Media influences on public opinion
Communication technology positive and negative impacts
Media influences on public opinion
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As our world becomes more globalized and the use of global media and communication technology is imminent, public relations practitioners have to adjust to our changing society. My future career in public relations and advertising will and has already been impacted by global media and communication technology. PR practitioners especially have to understand that we live in a globalized world and a global village. The challenge that will eventually affect my career as a public relations practitioner or advertiser is how to distinguish difference cultures and media systems in different countries. With advanced communication technology transforming our world into a more globalized society, public relations practitioners will have to understand how media system and cultural differences vary in different countries use communication technology to their advantage, and help shape more stances on global issues. Global media and communication technologies impacts a public relations practitioner because of the timeliness and transparency news media has. Not only does a PR practitioner has to master advancing technologies but they must understand and react to the speed at which we get the news. Technology has changed the way our society views the news, how much news we consume, the channels and methods of which we receive our news, and the expectation of the speed and coverage we receive. Technology has made it difficult for governments to control the news. The creation of Al Jazeera in the Middle East is just one example of a changing communication technology in our globalized world. This channel allows for people to have a voice and criticize their government and for a more trusting source of news. A public relations practitioner must unde... ... middle of paper ... ... each response they will be criticized for their lack of professionalism and inability to maintain and establish a long-standing relationship. This can be seen with the case of Shall Petroleum Development in Nigeria. Shell was criticized for delayed reaction to the accusations of their environmentally damaging methods. Shell lost respect internationally and negative effects in Nigeria. Because of the communication technology and global media, international news has increased and will only continue to rise as our world becomes even more connected. The impact these technologies and global media have on public relations practitioners is great; people will have to adjust their training and skills in order to identify the varying cultures, recognize that a global attitude is imperative, and work to shape efficiently respond and react to a growing number of crises’.
Newsom, D., Turk, J., & Kruckeberg, D. (2013). This Is PR: The Realities of Public Relations
New technology has fuelled the expansion with the growth of phone apps, social media formats, smartphones able to capture video and upload instantly onto the web. The public is now recording, documenting, sharing and viewing events as they happen, often before professional journalist or reporters. Technology allows people to view major events in real time anywhere in the world, creating a ‘global village’ in which everyone is connected (McLuhan 1964; cited in Giddens 2013). However, the mass medias of television, radio and newspapers both in print and online, continue to be the mediums the public accesses the news and events on a local, national and international
Wright, D., & Hinson, M. (2008). Examining the Increasing Impact of Social Media on the Public Relations Practice. International Public Relations Research, 11, 1-21.
Since its discovery back in the year 1858 crude oil has been become one of the most sought after resources on the face of the planet. It is due to this fact that the oil industry has fallen into a rather odd category in the case of globalization and seeking out new markets, new labor and new customers. The reason being that the need for crude oil and fuel is always present therefore the product of oil in its basic sense sells itself and the companies do not have to go out and publicly advertise it in the sense that clothing lines and other commodities do. Oil companies must focus more on the matter of why an individual should buy their oil and along with other alternative fuels over their competitors even though in the end the companies products are the same thing. The company ExxonMobil has been the superior company in the oil industry for quite sometime now, and had plenty of success as individual companies before their merger in 1999. The reason for there success is partially due to the power they wield as the most successful company, leading to many new refineries around the world, making deals with smaller companies to gain access to new markets and are leading the world in alternative fuel research. However these things all come naturally to the biggest oil company in the industry, the real question is how they became the powerhouse they are now. That question can be answered by the way in which the company has not focused in globalizing their product of fuel and oil, but globalizing the image of the company company. This is achieved by focusing on charity in which they donate hundreds of millions of dollars, Foreign Direct Investment in areas in which they wish to expand by attempting to provide these impoverished areas wit...
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
The following analysis evaluates the challenges faced by Royal Dutch Shell Oil Company involving their monumental proposed investment into their Nigerian operations. When global companies experience extreme criticism such as Shell, they are usually tasked with identifying optimum solutions to reverse the negativity. In addition to assessing the challenges, this analysis provides some potential strategies that can be implemented to resolve the issues within this case.
Managing a Crisis Using Public Relations Handling Public Relations for any organization can be very difficult. task in any circumstance - even in simple, non-crisis situations. When a crisis strikes, that's when PR managers really have their work. cut out for them to see. A PR manager must always be prepared for the inevitable crisis to happen because that is when their jobs are really tested by the public and the organization.
oil in Nigeria. Nigeria’s large supply of high quality crude oil helped Shell climb to the top,
In the early 1990’s several ethnic groups in Nigeria peacefully protested against big oil companies who caused pollution in their communities. The country’s military dictatorship took action against them and killed 80 people. A few years later when the people living in the Ogoni region protested to stop contactors from laying a new pipeline for Shell, Nigeria’s Mobile Police Force killed over 2000 people. Critics argued that Shell was partly to blame for the kil...
Furthermore, a public relations career is much more closely grouped with media relations these days than journalism. In the book, Making it in Public Relations: An Insider’s Guide, it is said that Media relations is the most dominant function of public relations. Its basic role is the origination of press information and the handling of requests from the media about a specialist’s subjects and activities. After all, the main goal of specialists is to present a positive public image of their client to the public (Mogel). The possible types of clients and fields vary wildly from each other. Some specialists can work in public relations consulting firms and hold campaigns for many clients. Other specialists can work in the advertising departments of major brands and w...
Being in the public eye and sphere is a predominant aspect of being in the media industry. With the media landscape relying heavily on Web 2.0 and 3.0, the level of public debate has coarsened and sometimes when things go wrong and this can result in a world of criticism and negative social feedback. And sometimes, the scrutiny received isn’t based on the facts of the incident an...
Public Relations has acknowledged public involvement as the most essential factor of the practice since its creation. However, the means and methods of reaching the public remained significantly limited until recently. Over the last decade, public relations has welcomed the use of varied tools, including new media, to further their reach and cultivate relationships with its publics. The term “new media” encompasses a variety of non-traditional methods including social media. Social media has become a significant catalyst in the communication sector of public relations. The pairing of social media and public relations has helped create new opportunities for brands through two-way communication, social case study campaigns, and social sharing.
However, the media industry is feeling the pressure of the increasing number of amateur journalists who are finding easier ways to express their opinions on the Internet. The rapid pace of the Internet and communications developments has left many traditional media organisations struggling to keep up, as they were not prepared for the sudden surge of the emerging new media.
Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.
In fact, most media content are no longer merely artistic and informational – they are meant to engage the masses thus to exert profound influence not only on individual development but also on social advancement. No one can deny that in the contemporary world, media, composed of dynamic and various platforms, is widely perceived to be the predominant means of communication. Noticeably, the term media is first used with the advent of newspaper and magazines; yet with the passage of time, the term is broadened by the inventions of radio, television, video and internet, which are all adapted as forms of media that bring the world closer to us. Indeed, media depends on its wild audience coverage, active public engagement and open, two-way communication to create a highly interactive platform through which “humanity, fully connected, collaboratively build and share a global world”(McLuhan 160).Without doubt, media presents a strong impact upon individual and society in the proc...