New Media is a form of media that relies on the use of digital devices and the internet for the dissemination of information. New media affords organizations the opportunity to communicate directly with their audiences through the use of websites, blogs, online videos/audio streams, email, online social platforms (including Facebook, Twitter, and Instagram), online forums, and more. Through the inclusion of new media in communication channels, public relations are consistently evolving and transforming to suit the ever-changing business needs of organizations. However, just like every other invention, it has its pros and cons.
UPSIDE OF NEW MEDIA
- Cost savings: New Media affords the organization the opportunity to access and establish an online presence with little or no restrictions. It is often less expensive than using traditional media.
- Interactive communication: Unlike traditional media, new media enables two-way communication such that feedback and reviews are guaranteed.
- Instantaneous News: News is prompt and spreads faster than ever. Due to the consumer’s insatiable appetite for news, new media constantly pumps out new and updated articles over the internet.
- Nonstop competitive advantage: New Media enables organisations to enter into real-time conversations with their customers, responding to their numerous needs while perfecting their brand marketing goals.
DOWNSIDES OF NEW MEDIA
- New media content consumption is not suited for all ages.
- New media may lead to individualism, such that people may focus more on the internet and social media rather than interacting with others.
- Impersonation cannot be easily detected. Anybody on the internet could easily claim to be who they are not, and this may lead to the defrauding of innocent customers. New media have been used to perpetuate various forms of cyber-crimes.
New Media, in line with the constant shift in technology, has changed the way we communicate, interact and entertain on a daily basis. Public relations experts have evolved and adjusted their strategies with the inclusion of new media to successfully manage and maintain a positive brand reputation.