PR and Communications Manager of Laya Healthcare, Aideen McGrath, stresses on the importance of correctly adapting to different forms of media. Similar had been done for new media when it was first introduced.
For instance, he says that at the beginning of television, messages constructed for radio were sent to television organisations in the same format. Grunig also points out that all throughout Public Relations history, PR practitioners tended to submit the same message to new types of media. Grunig cynically labels new media relations as a “fad” or “frenzy”, but does put faith in the effectiveness social media can have for global communications (pp.1, 2009). What are your target audience doing? That’s how you decide what media you use ,” said Renate. It is all back to your audience where they are and who’s listening to you. If social media is where the target is then use it. “It’s just another media at the end of the day. One PR practitioner who believes this is MD of Cameo Communications, Renate Murphy. Many PR practitioners do not differentiate old media and new media, but rather see new media as just another channel in which messages are displayed. Old media include newspapers, radio, television and other forms of traditional advertising. It includes the use of social media, e-mail, websites, blogs, video, sound, pictures and more. New Media is a fast paced and often an interactive form of media. While the two media do differ, they can still work intertwined in the profession. Many may think that new media and old media are entirely different entities. However, as the World Wide Web moves at a rapid pace, it is important to regularly review the changes that have occurred to traditional media and what is occurring online. Discussions regarding the changing nature of media are common, and often arise. For instance, PR practitioners can avail of video, sound and pictures to depict messages that may otherwise be too lengthy for the short attention span of an audience. Consumer behaviours have changed the way in which messages need to be constructed and presented. Public Relations practitioners need to be and are adopting essential new media techniques to suit consumer demands. New media has skewed the nature of how news is written, published and consumed by audiences.
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