Before press releases are produced on computer and delivered via email, PR practitioners manually typed on a paper and sent via mail or fax.

On March 8, 1954, the first electronically transmitted press release had been sent by PR Newswire.

Media have evolved technically because of the strategy and tactics of public relations rely on use of the media.

These strategic and intentional adaptations are designed to improve the effectiveness, efficiency or efficacy of various tactics and techniques.

In other cases, the changes might be subtle and unintentional, lead to bad PR practices.

Malaysian Internet Audience

Malaysian Internet Audience

Malaysian Internet Audience

Video link:

Video link:

Blog Use is Robust in This Region

•All six countries outpaced the global reach of Blogs•The growth of the category, however, is flat in Hong Kong and Singapore•Blogs are a key political channel in some countries, higher growth in the Philippines may be a result of increased political activity in a presidential election year.

+ 8%+

8%+ 1%

+ 18%

- 2% - 9%

INTERNET IN SOUTH EAST ASIA

RSCG Magnet 2006 Study

From the observation made by Stephan Spencer (a blogger),blogs are becoming important in the public opinion area.

Now, › “The power of the people” “the power of the

bloggers”.

Blogs: particularly popular among › teens (12-17yrs old) › GenY (18-28yrs old)

175, 000 new blogs/day. 1.6 million postings/day @ 18.6

posts/secs.

SEX:› Men (54%)› Women (46%)

AGE:› 18-29yrs old is the highest(54%)

RACE/ETHNICITY:› White non-hispanic is the highest (60%)› Malaysian falls under the (10%)

LOCATION: › Leading by suburban area (51%)

ACCESS SPEED:› Broadband (79%)› Dial Up(20%)

Since blogs are growing rapidly, that’s when (a microblogging service)

came into the social media world.

Most companies and PR Agencies are using as one of their main online

tools.

Writing Quality; is still a deciding factor in effective communication besides the medium being used.

A tech. developed in 2006 by Jack Dorsey.

Limited to 140-150 characters.

Enables people to use cell phones to send text messages to blogs.

Provide extremely up-to-the-minute updates to blogs.

With 200millions users in 2011 Eg: Barack Obama, Dato’ Seri Najib Tun Razak, AirAsia,

PRNews, Lisa Surihani

http://youtu.be/aaI5-1sBjhU

Their usefulness as :› Research tools (information gathering &

environmental scanning)

› Message/issue framing

› Persuasion tools

http://www.changements.com.ulaval.ca/module10/RP_blog.pdf

Communicative risks involved in blogging

Exaggerated significance attached to blogging

Blogger credibility and status

http://www.changements.com.ulaval.ca/module10/RP_blog.pdf

THANK YOU..

PREPARED BY:NAME MATRIX

NUM.

TATINORHAJAR BT MOHD JAKERE 2010485776

NOR AZZURA BT MOHD DARUS 2010420236

MUHAMMAD LUTHFI AZZAMUDDIN BIN MOHD MUNIM

2010414444

INTAN BAIRUHA BT ABDUL MALEK 2010423214

NUR FARAHAIN BT BINJAMIN 2010857976

KHAIRULDIN BIN MOHD IZZUDDIN 2010203192

BASHIRA BT KHUSAINI 2010482478

INTRODUCTIONTechnologies such as blogs, podcasts, and

websites generally help PR practitioner to deliver their messages widely specifically to their targeted audiences.

The style of contents also changes- expanded use of audio and video files- makes the content more attractive.

The messages also can be adapted to mobile media formats.

1. WEB 2.0Web 2.0 is a term that is used to denote

several different concepts. It’s incorporated a strong social component,

involving user update, and friend links. It is also encourage user-generated content

in the form of text, video and photo posting along with comments and tags.

The simplest example: social networking sites (Facebook, Twitter and Google Plus)

(Cromode & Krishnamurthy,2008)

Interesting features of Web 2.0:1)Users as first class entities in the system,

with prominent profile pages including such features (age, sex, location and comments about the user by other users).

2)Ability to communicate or interact between users via links to other users who are friends, membership in groups or RSS feeds (subscription) of updates.

3)Ability to post content in many forms like photos, videos, blogs, and comments. It also allow user to tagging of own or others’ content and ability to control privacy and sharing.

(Cromode & Krishnamurthy,2008)

Web 2.0 is associated with the publishing site, syndicated to other sites, aggregated to RSS readers and email, and short content or alerts directed to cell phones.

Web 2.0 makes thing easier like video sharing, voice calling, and updating contents.

Web 2.0 encourage people to communicate without boundaries (eg: Twitter, Facebook, Skype)

Web 2.0 Data Travels: Path from content creator to content consumer (Cromode & Krishnamurthy,2008)

WEB 1.0- Called as the “read only web”.- Invented by Berners’ Lee : Vision “The dream

behind the Web is of a common information space in which we communicate by sharing information.” (Berners-Lee, 1998)

- There was very little in the way of user interaction or content contribution.

Characteristics of Web 1.01) General attributes: Fairly static information Updated infrequently Typified as ‘brochureware’2) Elements of web page: Images, navigation icons, text, menu3) Writing style: Impersonal, professional, descriptive, statements

of fact4) Linking structure: Minimal, unchanging, little interaction between

sites

(Evans, 2006)

The distinguishes between Web 2.0 & Web 1.0

Web 1.0 Web 2.0

1) Site structure -a ‘bow–tie’ structure (Broder, et al., 2000 )(individual sites typically adopted an approximately hierarchical structure, with a front page leading to various subpages, augmented by cross–links and search functions)

-content is centrally updated at somewhat predictable intervals.

-More to real–world social networks (show somewhat different structures, due in part to implicit bi–directionality of links).

-a lot of user generated content, it is not uncommon to have small incremental additions to the site.

2) Advanced structure

-all links and pages can be treated essentially equally.

-requires looking at different link types (friend links, navigation links, etc.) and page types (user pages, content pages, etc.) to understand.

3) Site mechanism & incentives

-most sites have links to external sites and users may easily follow links to other sites.

-many sites encourage users to spend as much time as possible on their site (There are strong incentives for increasing such stickiness: opportunities for higher advertising revenue)

Play video: http://youtu.be/YXFYkbQRgY4

2. VIDEO NEWS RELEASE (VNR)Definition: the television version of the

printed press release, translating the printed word into the language of moving pictures (US Consumer Product Safety Commission,2011)

It is similar to documentary but it is more to introducing a product ( not advertisement) or informing people about an issue by PR practitioner especially.

Advantages:1)VNRs can be view or download through

online by journalists anytime that they want to use it.

2)VNR also may contains an interview with a person that was unavailable to a mass media event.

3)VNR includes video of the product which is edited to make it easy for TV news producers to air the video on newscasts and slates which are easy-to-read full-screen graphics that provide the details of the recall.

Disadvantages:1)VNR is being used to be manipulated for

propaganda. 2)The contain of VNR may from fake reporters.

Play video:1) New adidas Soccer Shoes for 2011/2012http://youtu.be/turZfHDelQY

3. EMERGING MESSAGE TECHNIQUES

• This is the emergence form of two/ more sets of data, called “mash-up” media.

• In Web development, a mash-up is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services (Wikipedia Definition)

• The term implies easy, fast integration, frequently using open APIs and data sources to produce enriched results that were not necessarily the original reason for producing the raw source data.

• Advantages:

1)It provides users a detailed, interactive, and useful outlook of information.

2)It helps PR practitioner to find relevant scholarly research in a timely, cost-effective fashion in conducting research.(eg: Google scholar, CrossRef)

3)It minimized application data management: By leveraging third party data providers, you can ensure reduced costs related to maintaining and updating your own data repositories.

4)It reduced development effort: Involves taking advantage of business logic which has been thoroughly tested and designed to solve a particular domain problem, and is maintained by a specialized service provider.

5)Unlimited data sources based on standards: swapping between the growing number of data sources available on the web can create an exponential number of possibilities for all your developments.

Play video:Example: Google Developer Day - Mashup

Showcasehttp://youtu.be/-GeU3Rp7wnY

CONCLUSIONThe rise of multimedia PR gives public relations

professionals new ways to reach target audiences in non-traditional settings.

To be sure, the rich media revolution is shaking up public relations contents and messages.

While the fundamentals of PR remain intact, the rules of engagement are changing. Press releases are becoming video news releases, for example, and corporate events are broadcast over the Internet.

Competing for mind share in a multimedia landscape requires a thoughtful strategy and the tools to execute it.

As far as our concern, the world we are living now has evolved into tremendous form of new era. Technologies we have nowadays are far greater excellent from the past. We could possibly do anything on what we want at our fingertips.

Technologies we have right now bring impact on how we perceive our life and the way we conducting it. It also give impact to most area, including Public Relations (PR) field. PR has being affected from many aspects due to the new technologies created. The evolution is still going on today.

REFERENCESBerners-Lee, T. (1998), “The World Wide Web – a very

short personal history”http://www.w3.org/People/Berners-Lee/ShortHistory

Cormode, K. (2008, June 2). Volume 13 Number 6: Key Differences Between Web 1.0 and Web 2.0. Retrieved September 2011, from First Monday: http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2125/1972

Evans, D. M. (2006, November 8). The Evolution of the Web- From Web 1.0 to Web 4.0. Retrieved September 30, 2011, from Centre for Security, Communications and Network Research: www.cscan.org/presentations/08-11-06-MikeEvans-Web.pdf

THE CONSEQUENCES OF TECHNOLOGY

FAKHRIAH BINTI AHMAD RADZUANKHAIRUL ANNUAR BIN MD YUSOFMOHD HAZIQ BIN SHUKRINUR SYAFINAZ BINTI HASNAN

THE CONSEQUENCES OF TECHNOLOGY

The framework, typically hierarchical, within which an organization arranges its lines of authority and communications, and allocates rights and duties.

An organizational chart illustrates the organizational structure.

Organizational structure determines the manner and extent to which roles, power, and responsibilities are delegated, controlled, and coordinated, and how information flows between levels of management

Organizational structure is also becoming virtual and the virtual is becoming real.

POSITIVE EFFECTS:Rapid communicationEasy to send any information More customizedTemporaryGreater in volumeMore formalMore relationship-basedStraightforward

NEGATIVE EFFECTS:The security is unguaranteed More riskyCreate misunderstanding if there are too much information Lack the social context cues of face-to-face interactionEncourage communicator aggressiveness or inappropriate communication

Communication is fundamental to any form of organizing but is preeminent in virtual organizations.

Virtual organizations are characterized by: (a) highly dynamic processes (b) contractual relationships among

entities (c) edgeless, permeable boundaries (d) reconfigurable structures.

The study of such a virtual team is especially useful for extending our understanding of the adaptation process as virtual teams have more malleable structures than typical organizational units and controlled group experiments.

Firms benefit from virtual teams through: (1) access to previously unavailable

expertise (2) enhanced cross-functional interaction (3) improve the quality of the virtual team's

work.

(1) communication volume and efficiency (2) message understanding (3) virtual tasks (4) lateral communication (5) norms of technology use (6) evolutionary effects (7) more reconfigurable (8) their boundaries are considerably more blurred (9) their relationships are more likely to contractual than traditional forms

THE CONSEQUENCES OF TECHNOLOGY

New technologies are being developed and updated continuously and pose challenges for PR professionals to keep up with what is being planned for release in the future.

The implications for PR practitioners of needing to prepare material faster than before include being able to produce what is required almost instantaneously and with the required level of accuracy.

The rapid movement of technology may put pressure on the PR practitioners to produce instant content and updates to consumers.

It may also put pressure on the PR practitioner and the team with which they work and the relationships they have with colleagues or more senior staff, in particular the CEO, and his or her minders.

Another area of practice that new media has changed in the past decade is that of events.

Practitioners working on events may need to manage expectations from:(1) employing organisations (2) consumers (3) stakeholders(4) sponsors

With new media, PR practitioners will need more technical skills in areas such as: (1) web publishing (2) new software operation(3) online security(4) search engine optimisation(5) web analytics(6) web trend analysis software operation.

The past several years has seen an increased use of multimedia and interactive content in news releases and leading newswire services (Nowland, 2006).

Taylor and Kent (2007) state that the use of the internet in crisis communications is a logical one in that websites are one controlled channel through which organisations can communicate directly with the media and the public.

Through website an organisation can tell its ‘side of the story, reduce the uncertainty of consumers, address multiple stakeholder needs, and work with government agencies that specialise in public safety.

Research has shown that PR practitioners who embrace new technologies such as blogging are perceived within organisations as having more power, in that they are willing to be leaders in the industry and use new tools to better reach target publics (Porter, Sweetser Trammell, Chung, & Kim, 2007).

Corporate culture can be described in the following way, "Culture is the sum total of values, virtues, accepted behaviors (both good and not so good), and the political environment of an organization" (Bliss, 1999).

E.g 1: Monitoring softwareThe impacts: (1) Can cause negative reactions from employees(2) Portraying the idea of “We don’t trust our employees” (3) People do not want to work for a company that instils a sense of mistrust.

E.g 2: Groupware packages and IntranetsThe impacts: (1) increase employee productivity and better time

management (2) the one downfall to these applications is the

reduction in actual employee contact and social interaction.

Managing virtual teams is about expanding our available tools to create new dynamics aligned with the best thinking about supporting collaborative work.

FROM:1. Face-to-face is the best environment

for interaction - Different kinds of environments that

can support high quality interaction.

2. Collaboration is what happens when teams interact at a fixed time and space

- collaboration happens in an ongoing, boundary less way.

3. Being people-oriented is incompatible with using technology

- using technology in a people-oriented way

is possible and desirable.

4. When the communication process breaks down, blame the technology

- when the communication process breaks down, evaluate our management and interaction strategies, not just the

technical tool.

5. Learning to manage virtual teams is about learning how to use the technology

- learning to manage virtual teams is about

understanding more about teams and the collaboration process.

The terms "virtual conference", "virtual group", and "online group” refer to many technologies.

They may be real-time activities, like video teleconferencing or audio conferencing, where people are in different places participating at the same time; or, they may enable participants to join in from different places at different times.

Same place (co-located) Same time (synchronous) Face-to-face meetings

Computer-supported meetings

Different place (distributed) Same time (synchronous)

Audio (telephone) conferencing

Video conferencing

Same place (co-located) Different time (asynchronous) Library (resource center) "War" room

Different place (distributed) Different time (asynchronous)

Voice mail

Electronic mail Computer conferencing

Groupware (Intranets)

Face to face meetings

Computer supported meetings

Audio (telephone)

conferencing

Video conferencing

Groupware (Intranets)

THE CONSEQUENCES OF TECHNOLOGY

Organizational management is the process of planning, organizing, leading and

controlling of organization members and resources to achieve stated organizational

goals.

Information capture: gathering, monitoring, detecting and measuring strategic communications and relationship internally and externally.

Information storage: the technology converts numerical and textual information into binary (computerized and digital form of documents)

Information manipulation: manipulation means organizing and analyzing especially where repetitive calculations are necessary.

Information distribution: modern IT (web based applications) can transmit and display information electronically to broad audiences.

Effective introduction of IT in an organization requires not only technical expertise but also managers who appreciate these changes and support

them.

Successful IT implementation requires changes to the way in which work is organized and in workers’ jobs which

may resulting:

New product and services: innovation generate new product and services like PC, lap tops, smart phones and recent invention- tablets.

Lower cost increase demand: higher productivity indicates producing the same output with the same or fewer resources – taking twitter to promote product for example.

Time tag: it is always hard to adopt a new technology into existing systems and organizations.

Risks: most organizations adopt new technologies slowly to reduce or avoid the risks.

Expectation of demand: organizations may need to employ more people to handle the increase in business or new people who have skills that require using these new technologies.

Technical limitations: existing job, skills and machinery may be required to work alongside the new devices and technology.

FromFixed team membershipAll team members drawn from within the organization

Team members are dedicated 100% to the team

Team members are co-located organizationally and geographicallyTeams have a fixed starting and ending point

Teams are managed by a style managers

ToShifting team membershipTeam members can include people from outside the organization

Most people are members of multiple teams

Team members are distributed organizationally and geographically

Teams form and reform continuously

Teams have multiple reporting relationships with different part of the organization at different times

Technology allows organizations to adopt ‘virtual’ teams to operate in multiple modes including face-to-face meeting

when possible.

Managing a virtual team means managing the whole spectrum of communication

strategies and project management techniques as well as human and social

processes in ways that support the team.

Developing and spreading better practices faster Connecting ‘island of knowledge’ into self-

organizing, knowledge sharing networks of professional communities.

Fostering cross-functional and cross-divisional collaboration

Increasing ability to initiate and contribute to project across organizational boundaries.

FromFace-to-face is the best environment for interaction and anything else is a compromise

Collaboration is what happens when teams interact at a fixed time and space.

Being people-oriented is incompatible with using technology.

When the communication process break down, blame the technology.

Learning to manage virtual teams is about learning how to use the technology

ToDifferent kinds of medium can support high-quality interaction.

Collaboration happens in an ongoing.Using technology in a people-oriented way is possible and desirable.When the communication process breaks down, evaluate our management and interaction strategies, not just the technical or physical devices.

Learning to manage virtual teams is about understanding more about teams and the collaboration process.

Web page to provide members of the organization access to documents that can be searched, and that may include annual report, official announcement, financial report and organization’s performance data sheet.

Web conference to provide places for interactive discussion.

Email to connect with both internal and if desired, connected to the external public

Directories of people and office for better references.

InformationA web-based sharing meeting calendar helps team members schedule meeting.An email list allows members of change project team to check facts quickly by seeking input from other team members so they can move on the next step in their project.A website which includes project update and organization-wide directories provides information about who is working on different aspects of the change initiative.

A video-teleconference to multiple sites allows top management to send an important message to everyone in the system.Email list for announcement

Large ‘auditorium style’ of online meetings open to everyone and allow project teams to give opinion.

RelationshipsA set of web-based computer conferences serve as a virtual workspace for a change team over a period of weeks or month.An audio teleconference links members of a work team in real time so that they can come to an agreement around a tricky decision that needs to be made immediately.An organization-wide online bulletin board allows anyone to post a question about how changes are being implemented and hear from others about what’s from their point of view.

Facilitate ‘all hands’ meeting provides a way to for large number to join and to give input.A desktop video conference allows a team member to discuss alternative version of new organization charts with remote team members.Online suggestion box on a webpage provides a way for everyone to comment and provide idea anonymity.

IMPACT ON RELATIONSHIPS BETWEEN

ORGANIZATION AND THEIR PUBLICS

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AHMAD FIRDAUS AHMAD DAMANHURI 2010 684976

BRYAN ALDRIDGE SAMUEL 2010293636

FATHIAH KAMALUDIN 2010861376

NIK KHAIRUNNISA AHMED LOKMAN 2010819944

NUR AQILAH ABDUL RASHID 2010849374

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SYED AZRAAI SYED HASHIM 2010449054

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POSITIVE IMPACT

• Expands the business.• Easy to update the latest news and information

to the client.• Two way communication between the

organization and the public.• Instant information to the audiences.• Create a positive image towards the organization.• Increase the organization profit.• Enhance the organization credibility.

NEGATIVE IMPACT

• Transparency Of New Media.• Misinterpretation.• Reputation.• Takes Time To Build Image.

Conclusion

• The relationship between organizations and the publics can be managed using the latest technology advancement.

• Organizations can reach their publics easier, more credible, faster, reliable and useful to the publics.

• The publics can always use the internet as the medium to communicate.

• Challenges might occur in the process through new media and privacy is the main threat to the information.

• New media is the easiest medium to gain instant recognition, but to maintain the status requires commitment from both organizations and publics.