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New media
A significant change is currently
taking place in the consumers’ media consumption pattern.
The media consumption is moving from print media and television
towards the internet. This means that the media picture
becomes more fragmented, and that companies today have
media to relate to.
The following trends are important to be aware of in order
to ensure a well-planned PRstrategy in the new media picture:
- An increasing number of Danes in all age groups read
their news online instead of in a newspaper.
- Tv channels are also experiencing fierce competition from new
online media e.g. YouTube where everyone can publish their own
video; blogs where everyone can establish their own media and
even achieve expert status; and Second Life, a virtual world
with its own economy where it is possible for everyone to create
a virtual personality.
- The new media are not only used by young people. As an example,
one-third of YouTube users are over 45 years old and likewise
one-third of those who use the internet for social contact (dating
and chatting) are between 35 and 49 years old.
- New online media create a new approach to journalism.
Everyone can now become a self-proclaimed journalist by
publishing videos on e.g. YouTube or on their own blog.
These new media must be integrated in the PR strategy. First of
all to prevent bad media coverage online, but also to use the
new media proactively in order to multiply the value of the
company’s marketing budget.
KK offers counselling on the new media such as how the company
assess which new media that are relevant and how to include them
proactively in all communication.
For further information, please contact
Ejnar Schlesch-Jensen or Pia
Bodal, tel.: +45 33 93 44 22.
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