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INTRODUCTION TO DIGITAL MEDIA
Unit Structure
Objective of The Study
1.2 Digital Media Society
1.3 Understanding Digital Media
1.4 Evolution and Development of Digital Media
1.5 Medium Specific Trends
1.6 Revolution Within The Media Landscape
1.7 Converg ence in Digital Media
1.8 Trends of Digital Media
1.9 The Messaging Revolution
1.10 Regional Languages in Online Media:
1.11 Effects of Digital Media
1.12 Cybe rcrime and Information Security
1.13 Confidentiality and Surveillance:
1.14 Online Homophobia:
1.15 Falsehoods and Misinformation
1.16 Characteristics of Millennials'
1.17 Question
1.18 References
1.0 OBJECTIVE OF THE STUDY As the media is a part of any organization's public, we will now study the
value of building positive relationships with t he media and how to do so.
You should be able to:
 describe the fundamentals of digital media in society;
 discuss the scope and growth of digital media in society;
 apply the theoretical understanding of digital media in real life.
 illustrate the trends, eff ects, and other issues that have emerged due to
the advent of digital media;
 evaluate the development of digital media across the globe; and
 critically analyse the implications of digital media in society, politics,
economy, and culture;

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2 1.1 INTRODUCTION The term ‗media' as an umbrella term refers to 'communication media' as
well as the institutions and organisations in which people work (the press,
cinema, broadcasting, and publishing, for example), as well as the cultural
and material products produced by those institutions. Media denotations
have evolved from analogue (print and electronic) to digital media,
embracing both convergence and divergence of media. However, the
transition from electronic to digital media has occurred with the increasing
impor tance of media, particularly new media. While television and radio
have a long history in developing world families, new media has become
ubiquitous in the developed world: in living rooms, offices, and schools,
on the streets, and in children's playrooms and bedrooms. While new
media penetration is novel in the developing world, it is dynamic.
With the advent of the Internet in the 1990s, the media domain underwent
significant restructuring, from the point of production to the processes by
which media info rmation and representations are distributed, received, and
consumed by their audience, as well as how media are regulated and
controlled by the state or market. However, digital media as a notion
originated in the 1980s as a result of the transition from a nalogue to
digital.
Nonetheless, the proliferation of digital media has transformed the media
landscape, as well as the social, political, economic, and cultural realms of
existence. Thus, when we study digital media in society, we investigate
and scrutini se the new dynamics of digital media in the social, cultural,
political, and economic spheres, all of which contribute to the overall
structure of society.
1.2 DIGITAL MEDIA SOCIETY The materialisation of digital media has resulted in the creation of a
second identity for the logic of media, which previously comprised of
print and the audio -visual medium. The history of media as a unique entity
has fragmented and re -integrated over time, paving the way for digital
media. As a result, the fulcrum between co nventional and new media is
skewed in terms of production, consumption, and distribution patterns.
Media as an institution has morphed into a space of convergent and
divergent spaces with overlapping characteristics of conventional and new
media, owing mos tly to the collapse of space and time as well as a mode
of production. Newspapers and magazines have enriched the debate and
consumption patterns of news in the arena of news, while television news
channels and online news platforms have enriched the debat e and
consumption patterns of news. This is true in all spheres of life and
society.
To appreciate the extent to which digital media has permeated society, it is
necessary to quickly trace the history of digital media and its span of
expansion and developm ent. We will examine the properties of digital munotes.in

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3 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR media in order to paint a complete picture of the medium. Additionally,
we will examine the manifestations of digital media norms, ideologies,
and conceptions in current society.
1.3 UNDERSTANDING DIGITAL MEDI A From printing and photography to television and telecommunications, the
media sphere has been perpetually in a state of technological, institutional,
and cultural change or development. However, with the introduction of
digital media, the pace of change has accelerated significantly since the
late 1980s.
The larger frames of cultural and social change that began in the 1960s
influenced the emergence of digital media, particularly the transition from
modernity to postmodernity, intensifying globalisation p rocesses and the
transition from the industrial age of manufacturing to the post -industrial
age of information. We were introduced to the notions of digital media,
online media, and new media as a result of this change.
As a generic term, new media imposes an arbitrary distinction between old
and new media, which encompasses both digital and online media as well
as other evolving media forms, implicitly emphasising the shift in media
logic that delves into the openness and conflict between diverse ideas,
users, and logics.
As a notion, online media refers to the Internet, which serves as the
paradigmatic new medium. The name "online media" emphasises the
connectivity element, or the manner in which it is connected to other
media, primarily computers, but als o, more recently, mobile devices.
The term "digital media" refers to the fact that all information or data
included within electronic media is encoded in numbers, the most popular
of which being the binary code of 0 and 1. Thus, technology is the
defining dimension of the media, as it monitors the move from digital
storage to physical storage of information, such as a USB flash drive,
digital photographs, or MP3.
Due to the ambiguous nature of the term "new media," which is heavily
reliant on subjectivity, and the limited perception of online media, which
focuses exclusively on internet -based media, we have chosen to focus on
digital media in this Unit in order to align with the facet of online media
enhanced by the Internet.
According to the Unit's focus po int, the qualities of digital Media :
• Digital: All data is turned to numbers in a digital media process. Digital
information is programmable, alterable, and amenable to algorithmic
manipulation due to its numerical representation. It can be compressed an d
decompressed utilising algorithms, allowing for the efficient storage and
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4 Interactive : Interactivity, according to Jensen (1998), is "a measure of the
media's potential and capacity to allow the user to exert con trol over the
context and/or form of the mediated communication." Interactivity can be
viewed in this context as a value -added characteristic of digital media.
Hypertext : Hypertext is a type of text that is made up of nodes or blocks
of text that comprise the content, the links that connect these blocks of
text, and the buttons or tags that enact the link from one node to another.
Thus, hypertext and digital media combine to enable data synthesis and
retrieval at a later point.
Dispersion: In this context, dispersion refers to the spread of digital
media, in comparison to mass media, at the level of consumption and
production, through site proliferation, segmentation, and the resulting
individualization of media usage.
Virtuality is a concept that emerged as a result of the confluence of digital
image technologies with older analogue media and computer -mediated
telecommunications networks. The 'virtual' component of digital media is
comprised of the Internet and the World Wide Web; immersive, three -
dimensiona l, and spectacular image technologies; and screen -based
multimedia and animation.
Telepresence: The potential for digital media to affect our sense of
presence is significant. We get the potential to live in two distinct settings
simultaneously as a result of digital media: the physical environment in
which our body is positioned and the conceptual or interactional space in
which we are present through the medium's use.
1.4 EVOLUTION AND DEVELOPMENT OF DIGITAL MEDIA The origins of digital coding may be tra ced back to Charles Babbage, who
conceptualised codes and information using machines in the early 1800s,
and Ada Lovelace, who developed the first instructions for computing
numbers on Babbage's machines in 1822 and 1823.
However, the digital media timelin e began in 1941 with Konrad Zuse's
invention of Z3, an electromechanical 'Z' machine. It was the first
operational machine to incorporate binary arithmetic and a measure of
programmability, and is also considered one of the first computers, being
succeeded in 1944 by the invention of Harvardmark 1, a large -scale
electromechanical computer. After World War II, in 1947, digital
technology such as the Xerox machine, communication satellite,
microprocessor, virtual reality, and augmented reality Head Mounted
Display (HMD) system were invented.
The Defense Advanced Research Projects Agency (DARPA) established
ARPANET in 1969.
Packet switching network that is working. Sony introduced the first
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5 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 1971. The Magnavox Odyssey, the first video game console, was released
in 1972, while Hewlett -Packard pioneered the desktop computer in 1973.
Interestingly, Nam June Paik, a twentieth -century South Korean -born
American video artist, claimed to have origina ted the phrase 'information
superhighway' in 1974, referring to a route or network for high -speed data
transit. 1975 was a watershed year because Bill Gates started Microsoft,
the first significant ISP (Internet service provider), and the first hand -held
mobile phone was introduced. In 1979, Japan established the world's first
cellular phone communication network. The early 1980s saw an explosion
of technological inventions and advancements, including compact disc
players, Apple computers, the CD Walkman, t he silicon microprocessor,
and the CD -ROM, to mention a few.
Tim Berners -Lee described the idea of the World Wide Web in 1990,
which resulted in an increase in the scope of development in the media
arena. The decade that followed saw the development of the first internet
website, digicam, short messaging service (SMS) to a mobile phone,
DVD, digital still picture camera, and the first digital television service
(DirectTV).
In 1994, the US government relinquished control of the Internet, and the
World Wide W eb (WWW) was made available to the public, significantly
altering the media landscape. In the second half of the decade, e -
commerce platforms (Amazon.com, Alibaba Group), online search
engines (Google), email (Hotmail), and social networking websites
(MySp ace) all developed.
Following the first O'Reilly Media Web 2.0 conference in 2004, the term
'Web 2.0' gained currency. Additionally, Facebook was launched in 2004.
It was followed by YouTube in 2005, Twitter in 2006, WhatsApp in 2009,
LinkedIn and Instagra m in 2010, Snapchat in 2011, and TikTok in 2012.
The digital media landscape is not limited to the devices or social
networking websites mentioned previously; many more such digital media
platforms emerged unexpectedly, transforming the narrative of how we
live and sustain ourselves in society.
1.5 MEDIUM SPECIFIC TRENDS Digital media have affected the formation of trends that have
fundamentally altered the media, political, and social landscapes,
including the emergence of cyber laws, arguments over net ne utrality, the
mobile revolution, digital literacy, and gaming.
Cybercrime Laws: With the advent of digital media, legislators
throughout the world have devised cyber laws to manage communication
technologies, most notably cyberspace or the Internet. Cyber rules apply to
all users of this space, as it carries a sort of global jurisdiction. Cyberlaw is
also a subfield of law concerned with legal issues arising from the use of
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6 Cyber laws have been developed stringently in the majority of
industrialised countries, particularly in Western countries, based on their
residents' privacy and security standards. Cyber laws in India are codified
in the Information Technology Act, 2000 (IT Act) and its subsequent
revisions, which took ef fect on October 17, 2000. The Act's major
objective is to legalise electronic commerce and to simplify the filing of
electronic records with the government.
Net Neutrality is based on the premise that all data on the Internet should
be handled similarly by corporations, such as internet service providers,
and governments, regardless of content, user, platform, application, or
device. Network neutrality mandates that all Internet service providers
(ISPs) provide the same level of service.
Neither the service nor the website can be blocked or impaired. ISPs are
not permitted to enter into exclusive agreements with services or websites
in which companies who provide them with services receive preferential
network access or speed.
The term "network neutrality" f irst appeared in 2002. The proposal was
made in reaction to the Federal Communications Commission's (FCC)
efforts to require internet providers to share their infrastructure with
competitors. Internationally, countries such as the United States of
America, Japan, Brazil, Chile, and Norway, among others, have enacted
some type of legislation or regulatory framework affecting net neutrality.
In July 2018, the Indian Telecom Regulatory Authority (TRAI)
implemented net neutrality legislation. The Indian net neu trality
regulations state that internet access services should be governed by a
principle prohibiting any form of discrimination or interference in the
treatment of content, including practises such as blocking, degrading,
slowing down, or granting any con tent preferential speeds or treatment.
Mobile Media Revolution : Mobile media has been ingrained in our daily
lives in the modern world. Mobile phones have provided us with the
unique ability to communicate with others regardless of our location. They
do so by altering our perception of space and upending the boundaries we
had established between private and public space, as well as between work
and social -private life. With the proliferation of mobile devices, the new
highly mobile, personalised, atomized, hybrid work -social life has
fundamentally altered the social, cultural, and political dynamics of our
way of life.
Horizontal social networks have grown in popularity across the political
spectrum, but the extent to which political mediation may be democra tised
and the pressures of commercialization and control of mobile media
remain a contentious subject. While the socio -cultural results of the
mobile revolution have seen an increase in individual liberty and a revived
sense of creativity and imagination a s a result of the entry of various
messaging and calling digital platforms, the consumer culture has
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7 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Additionally, mobile phones have aided in the exponential expansion of
dissemination, with rates exceeding 100% in c ertain wealthy countries.
Additionally, access to mobile phones has increased significantly in poorer
countries. The lower middle class is also becoming increasingly reliant on
mobile phones for information, including access to the Internet via mobile
phon es, which is a vital source of information for all segments of society
in emerging nations such as India.
Initiatives to Promote Digital Literacy : With the transformation of what
and how we read and consume information brought about by technology,
the conc ept of digital literacy becomes critical. Digital literacy, as defined
by the American Library Association (ALA), is "the capacity to use
information and communication technologies to locate, evaluate, produce,
and convey information, involving both cognit ive and technical abilities."
Digital literacy, in this meaning, covers more than schooling, as the
Internet has evolved into a primary source of knowledge. It is critical to be
digitally literate, to understand what constitutes legitimate and trustworthy
information when consuming information. Individuals who are digitally
literate understand the fundamentals of Internet safety, such as choosing
strong passwords, comprehending and utilising privacy settings, and
knowing what to share on social media and wh at not to share.
While digital literacy as a concept has gained significance at institutional
levels throughout the world, India has launched the National Digital
Literacy Mission (NDLM) to promote digital literacy across the country,
not just for students but for all strata of society. The National Digital
Literacy Mission is a dynamic and integrated platform of digital literacy
awareness, education, and capacity -building programmes designed to
assist rural communities in taking the lead in the global digi tal economy
and sustaining their competitiveness. Additionally, it will contribute to the
development of a technologically empowered society. The Digital
Literacy Mission's (DLM) vision is to build a multi -stakeholder
consortium and collaborate with the go vernment on various schemes and
agendas in order to demonstrate in some of the panchayat constituencies
how digital literacy can improve governance, empowerment, social
inclusion, educational approach, and employment.
Games & Gaming : With the advancement o f current technology such as
artificial intelligence, India's gaming sector is poised to flourish. It is
certain to transform the game experience. According to a study conducted
by KPMG in 2019, there are approximately 275 game development
companies in Ind ia now. This figure was just 25 in 2010. This figure
speaks words about the gaming industry's growth and potential in India.
With the world's largest youth population and second -largest internet
population, India is one of the world's major gaming markets. India has a
population of over 22.2 crore gamers who spend an average of 42 minutes
each day playing mobile games.

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8 1.6 REVOLUTION WITHIN THE MEDIA LANDSCAPE Mass Media adaptation into Digital Media:
Electronic media developed in tandem with print media, as the two kinds
of media complemented one another in terms of usefulness, accessibility,
and distribution of information that appealed to an individual's various
senses. However, with the advent of digital media in the post -industrial
age, the media land scape was fundamentally altered, with digital media
constantly posing a threat to print and electronic media due to its
omnipresence and interactive capabilities. This point is addressed
extensively in a recent KPMG report published in 2019. Between 2015
and 2019, the total industry performance in digital media increased by
38.5 percent, whereas the overall industry performance in television and
print, cinema and radio is 9.9 percent, 5.6 percent, 9.6 percent, and 8.6
percent, respectively. The digital segm ent is considered to be the
industry's torchbearer, and a similar outcome is forecast for India through
2024.
Significant technical advancements in the media and entertainment
industries are upending the traditional method of information delivery.
Connecti vity in rural India, public internet access via the Common Service
Centres network, e -governance, and the commercial and public sectors of
the economy adopting digital consumption.
The comfort of digital media platforms, as well as their ease of use and
access, has permitted the disruption of traditional mass media by digital
media, which is predicted to continue to dominate in the future.
1.7 CONVERGENCE IN DIGITAL MEDIA: Convergence on a technological level is the first type to discuss.
Convergence techno logy is the process by which practically all media and
information are converted to digital electronic formats, storage, and
transmission: the digitisation of all media, communications, texts, sound,
images, and even currencies into a standard digital form at or language.
This procedure necessitated a transition from analogue to digital media.
As a result of technological convergence, governments or politicians saw
the necessity to amend the legislation governing this new technology.
industry kind. This resu lted in the second type of convergence, which we
will refer to as regulatory convergence. This is a policy of deregulatory
convergence in the media and telecommunications industries that has been
implemented by the governments of many industrial economies since the
mid-1990s. This series of regulatory developments has had a considerable
impact on the structure of the media, telecommunications, and computing
industries, as well as on our contemporary media culture.
Following the alteration of the legal envir onment, a wave of mergers and
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9 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR technology advancements and the neoliberal deregulation and
globalisation climate.
The dominance of media conglomerates through large -scale mergers and
acqui sitions paved the way for large -scale cross -industry expansion or
horizontal integration, in which a firm in one industry (for example,
telecommunications) expanded into another industry (for example,
television broadcasting), as well as vertical integrati on, in which a firm
concentrated on one point in a sector's production chain (for example, film
production) expanded into another part of the chain. Both of these
expansion strategies fueled a broader industrial convergence strategy
inside the media and te lecom sectors, which resulted in the third form of
convergence that altered the total media landscape.
1.8 TRENDS OF DIGITAL MEDIA The most anticipated digital media trend coming to India is the
implementation of 5G internet access. Although India has rema ined
mostly a 2G market since 2017, there has been a boom in smartphone
sales due to a combination of factors including dropping data prices,
improved network coverage, affordable 4G handsets, and the development
of locally relevant content. Not only will the 5G network enable the
telecom sector to meet the need for high -speed data services, but it will
also enable the delivery of rich content -specific OTT services. With the
smartphone user base expected to surpass 800 million by 2022, an
increasing number of Indians are likely to rely on digital distribution as
their primary source of video consumption, posing a serious challenge to
traditional, linear distribution.
8K content and hardware may be the second most emerging trend in
digital media. In establish ed markets such as the United States, China,
Japan, and Europe, leading television makers have begun releasing 8K
televisions. With the introduction of 5G, it is projected that streaming of
HD material will become more prevalent, which will promote the sel ling
of 8K televisions. In India, we have yet to see significant progress in
developing 8K content, although this is projected to improve in the
coming years.
The third most significant digital media trend is the rise of Content
Delivery Networks (CDN). CD N dramatically reduces site latency,
increases page load time, lowers bandwidth use costs, and assures content
is available globally. Predictive acceleration powered by AI and the
adoption of hyper -local CDNs are two major trends in this space. India is
experiencing rapid rise in data consumption, particularly in the area of
radio, and hence the need of CDN is greater than ever.
Digital labour is the fourth most significant trend in digital media today.
Digital labour may be broadly categorised into three m aturity levels: basic
robotic process automation, improved robotic process automation, and
cognitive automation. Digital labour has found applications in the media
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10 regulation, as well as support function automation. Numerous start -ups
concentrating on intelligent automation, artificial intelligence, machine
learning, and big data have emerged in India.
The fifth digital media trend is Augmented and Virtual Reality, which is
continuing to change how media is made and consumed. Market leaders
such as Facebook, Google, Microsoft, and Magic Leap are introducing
breakthrough goods and solutions. In India, virtual reality content creation
is gaining traction in sectors such as gaming, tourism , sports, and
advertising. While AR/VR usage is increasing, general adoption is still in
its infancy in India.
1.9 THE MESSAGING REVOLUTION: Due to the speed, ease, and variety of social messaging, it has become
integrated throughout the customer journey, even more so than traditional
channels such as emails, phone calls, or live chats.
Through WhatsApp and similar other social messaging apps, users may
communicate texts, videos, photographs, and other content over a digital
platform. While these applicatio ns are referred to as IP messaging
applications, they have mostly evolved into 'Social Networks.' WhatsApp,
Viber, Google Duo, Hike, Skype, Facebook Messenger, VChat, Instagram
Messenger, Snapchat, and Telegram are the market leaders in the IP
messaging sp ace, with WhatsApp leading the pack across the country.
In the last decade, a shift in the messaging trend has occurred, with voice
calling taking a second seat and IP messaging becoming the primary mode
of communication. Additionally, these IP messaging s ystems enable users
to make video or audio calls (also known as VOIP), altering the dynamics
of the telecom business in India and throughout the world.
IP messaging applications also engage in various forms of content
exchange to stay current with technica l improvements and the interests of
users and prospective users. The use of emojis, GIFs, emoticons, and
stickers has grown in popularity, particularly among the younger
demographic, as has the sharing of photographs, videos, documents, and
locations, whic h have also attracted worldwide attention.
1.10 REGIONAL LANGUAGES IN ONLINE MEDIA: Bengali speakers‘ number 97 million, which is more than Germany's
whole population. Similar comparisons in the context of regional
languages have revealed staggering figure s; for example, the number of
people speaking Marathi (83 million), Telugu (81 million), and Tamil (69
million) is greater than the combined populations of Turkey (82 million),
France (65 million), and the United Kingdom (67 million).
Due to the increasing audience size and their preference for material in
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11 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR portfolios to include specific regional language content on digital
platforms.
platforms of communication. Digital platform players such as Zee5, Voot,
Hotstar, and Amazon Prime Video are aggressively investing in regional
language content creation.
To entice an audience, OTT operators are also partnering with large
regional language production houses to acquire film rights, a strategy tha t
was previously prevalent in the General Entertainment channels (GEC)
market. Additionally, players in the Indian music streaming industry such
as Gaana, Google Play Music, JioSaavn, Hungama, Spotify, Airtel Wynk,
Apple Music, and Amazon Prime Music are e stablishing a foothold by
promoting regional content, partnering with local brands such as
Saregama, T -Series, Zee Music, YRF, and Sony Music, and curating
playlists based on the tastes of Indian audiences.
With the growth of web/voice searches in regional languages, search
engines are encountering a dearth of high -quality websites capable of
serving these queries. This presents a unique opportunity for area
marketers to maximise their impact by capitalising on the relatively low
competition for localised k eywords. Businesses are capitalising on this
opportunity by optimising their content for these searchers. This provides
companies with access to a targeted audience at significantly lower costs
than they would pay for English or Hindi; as a result, website localisation
is at an all -time high in India at the moment.
1.11 EFFECTS OF DIGITAL MEDIA The effects of digital media are felt at both the local and macro levels of
society. When we analyse the effects of digital media, we must address
issues of cybercr ime, security, privacy, surveillance, online hatred,
disinformation, misinformation, and digital addiction.
1.12 CYBERCRIME AND INFORMATION SECURITY Although the advent of digital media has transformed the media landscape
and altered our personal and profe ssional lives significantly, it has also
unleashed a slew of digital -related crimes, such as cyber -attacks, identity
theft, cyber theft, and online scam, which jeopardise both individual and
national security.
While online frauds, identity theft, and cyber theft all represent substantial
risks to individuals exchanging identities on social media platforms and e -
commerce platforms, cyber warfare and national -level cyber -attacks have
had a greater impact on governance.
Over the previous decade, cyber breaches and attacks have expanded
substantially, revealing sensitive personal and commercial information,
disrupting key activities, and exacting significant economic penalties.
Between 2016 and 2018, India became the second most hit country by
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12 attacks, and identity theft have become prevalent in India as well, with
noteworthy examples include the Union Bank of India.
In July 2016, a heist occurred; in May 2017, Wannacry ransomware was
discovered; in June 2017, Zomato data was stolen; and in May 2017, Petya
ransomware was discovered. The Cosmos Bank Cyber -Attack in Pune, the
hacking of the Canara bank ATM, and others were the year's notable
cyber -attacks. Pegasus Attack, which targeted Indi an journalists,
attorneys, and human rights activists in 2019, was one of the most
prominent cyber -attacks of 2019.
The Digital India Mission and growing cybersecurity concerns have
accelerated the growth of this industry, which is currently valued at $4.5
billion and is predicted to reach $35 billion by 2030. Government,
information and technology services, and banking are the three industries
in India that are actively invested in cybersecurity initiatives at the
moment. In 2018, the Indian government rel eased the National Cyber
Security Policy, which was developed in conjunction with all essential
parties, including users ensuring a secure computing environment and
fostering enough trust and confidence in electronic transactions, as well as
leading stake holders' efforts toward cyberspace protection.
1.13 CONFIDENTIALITY AND SURVEILLANCE: According to the 2019 Forrester GlobalMap of Privacy Rights and
Regulations, "regulations allowing governments to access citizens'
personal data continue to undermine the overall privacy protections
provided by certain countries."
India has been identified as a country with few constraints on data privacy
and protection, where government monitoring should be viewed with care,
in comparison to countries with extensive gover nment surveillance, such
as China. According to business experts, one of the key reasons for the
high amount of government surveillance is a lack of constitutional
protections allowing for monitoring of government operations.
1.14 ONLINE HOMOPHOBIA: Cyberb ullying, hate speech, and online sexual harassment are all forms of
online hatred that are extremely prevalent among adolescents and
teenagers worldwide.
Young people, who are increasingly integrating several types of social
media into their intimate, soci al, and political lives, generate, consume,
and oppose hate speech online. Additionally, they do so in an environment
where the definition of
Racism and hate speech are essential features of internet involvement and
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13 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Cyberbullying is a form of harassment that involves the use of internet
means of communication. Bullying can take the form of spreading
rumours about another person, making threats, making sexual comments,
releasing the victim's personal information, or engaging in hate s peech.
Cyberbullying victims have decreased self -esteem, increased suicidal
impulses, retaliation, and emotional breakdowns, and are also more prone
to frustration, anger, and depression. Numerous studies have demonstrated
that cyberbullying may be just as destructive as other forms of bullying.
Anonymous chat rooms are popular among teenagers as a way to meet
new people and converse with a variety of people. However, this
contemporary take on pen pals has significant risks. Bullies frequently
utilise websi tes' anonymity clauses to target children, either by making
sexual and vulgar comments or by sending improper content without their
knowledge.
All parties, including the government, youth, and parents, must keep the
need to battle online hate in mind, and appropriate efforts must be made to
address it.
1.15 FALSEHOODS AND MISINFORMATION: The difficulties of disinformation, misinformation, and mal -information
can be understood using the United Nations' definitions of the terms:
• Disinformation: False infor mation that is purposefully spread in
order to harm an individual, social group, organisation, or country.
• Misinformation: False information that is not intended to cause harm
• False information: Information based on reality that is utilised to
cause harm to an individual, social group, organisation, or country.
The proliferation of fake news and disinformation in India and throughout
the world has disrupted the flow of information between consumers,
resulting in the construction of bias and stereotype s. Digital media
platforms such as WhatsApp, Facebook, Google, and Twitter amplify the
spread of disinformation and misinformation, wreaking havoc and raising
questions about the information's reliability and validity.
Social media and messaging applicati ons are at the heart of India's
disinformation problem. According to a poll done by the Reuters Institute
for the Study of Journalism at the University of Oxford, 52% of
respondents claim they obtain their news from Facebook, while the same
percentage get their news through Facebook -owned WhatsApp.
With an estimated quarter -billion Indians having joined the internet since
the 2014 general election, businesses like Facebook, Google, and Twitter
have become a vital component of the Indian media environment,
including the disinformation challenges it faces. Indians are constantly
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14 sources, ranging from television news to worldwide platforms like as
Facebook and WhatsApp.
Legions of internet trol ls and naïve people promote false tales, which has a
deadly effect. According to IndiaSpend, a data journalism website, a claim
disseminated on social media about child kidnappers arriving in various
parts of India has resulted in 33 deaths in 69 cases of mob violence since
2017.
Six months before India's 2014 general elections, sectarian violence
claimed 62 lives and displaced 50,000 people in the northern state of Uttar
Pradesh. The authorities discovered that a bogus film was disseminated on
WhatsApp in order to stoke sectarian sentiments.
In 2018, "horrified by heinous acts of violence," WhatsApp reduced the
maximum number of chats to which messages may be forwarded in India
from 256 to five, and made it more difficult to transfer photos, audio clips,
and videos (Some of these restrictions have since been rolled out
worldwide).
1.16 CHARACTERISTICS OF MILLENNIALS': Millennials, also known as Generation Y (born between the 1980s and
1990s), and Generation Z (born in the 2000s), were the first generations to
grow up with computers, the Internet, and cell phones as fundamental
components of their daily life. These so -called "digital natives" spend an
average of more than seven hours every day online, on their smartphones,
or on numerous devices simultaneousl y (PC, laptop, tablet, and
wearables).
The next generation of digital media users is more engaged. While
conventional media is read passively, consumers today have increased
opportunity to share material, interact with producers, contribute to
content deve lopment, and even facilitate or sponsor content creation.
The millennial customer journey, more than that of any other generation,
is heavily influenced by technology. Millennials place a premium on
digital experiences.
Due to their easy -to-use websites an d mobile apps, millennials are the
most likely to use online and mobile banking channels. For millennials,
technology equals convenience.
Investing in millennial engagement requires striking a mix between
analogue and digital interactions. Opportunities to meet millennial
expectations and prepare brand marketing for Gen Z customers will
expand as the world becomes more digital.
manner of operation in response to millennials' aversion to advertising,
growing usage of social media, and hunger for new technolo gies. This
potent trifecta encourages firms to stay current on digital marketing
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15 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR media websites and marketing on blogs and recommendation websites, is
required.
1.17 QUESTION 1. Explain in detail ‗Digital Media Society‘.
2. Discuss the evolution o Digital Media.
3. Discuss the revolution of digital media withing media spaces.
4. Explain the convergence in digital media.
5. State the effects of Digital Media.
1.18 REFERENCES Philip Lesley (1991 ) : Handbook of Public Relations and Communication ;
2nd ed. Jaico Publication Ltd. New Delhi.
*****







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16 2
SOCIAL MEDIA, PLATFORMS OF
SOCIAL MEDIA, SOCIAL MEDIA
OPTIMIZATION
Unit Structure
2.0 Objective of the Study
2.1 Introduction
2.2 Understan ding Social Media
2.3 Definitions:
2.4 History
2.5 Mass Media And Social Media
2.6 Social Media In India
2.7 Social Media Optimization
2.8 Some Techniques For Maximizing Social Media Efforts
2.9 Internet Search Engines
2.10 Web Search and Explorati on
2.11 Managing Data
2.12 Internal Search Engine Optimization
2.13 Indexing By Crawlers, Spiders, and Robots
2.14 A Search Engine's Internal Mechanisms
2.15 Search Engines Optimization
2.16 Question
2.0 OBJECTIVE OF THE STUDY  understand the evolut ion, types of social media and its channels;
 differentiate between traditional mass media and social media;
 explain the right social media etiquettes;
 explore social media's utilization in marketing and advertising, crowd
sourcing of information, crowd fun ding etc.; and
 understand the social, cultural and economic impact of social media.
2.1 INTRODUCTION The social media applications are the creative side of the communication
system, if the Internet and World Wide Web are the technological
breakthroughs. Ev ery social media user has their own space in which they
can speak, interact, create, and cooperate with others. Others may consist
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17 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR interests, or an infinite number of social media us ers. Particularly, social
media platforms enable a variety of communication channels, such as text -
based interaction on Facebook and Twitter, photo sharing on Instagram,
and the ability to send video communications. YouTube enables you to
share your knowle dge, and another famous network, Wikipedia, provides
a similar platform. If you want to categorise all of your internet
information and share it with a large audience, Pinterest or Reddit can
help.
Participation, sharing, and collaboration are the primary characteristics of
social media, and the development of mobile devices has significantly
increased the acceptance of social media in recent years. Facebook and
Instagram have monthly user bases that exceed one billion. Since they
function in global context s, the growth and prominence of these social
media institutions have international repercussions.
In this Unit, we will investigate the world of social media, its
characteristics, and its applications in a variety of sectors.
2.2 UNDERSTANDING SOCIAL MEDIA Internet is a network of networks, a worldwide system of interconnected
computer networks. Internet and World Wide Web (WWW) are terms that
are often used interchangeably, yet they are distinct. While the Internet is a
global network of interconnected com puters, the World Wide Web,
commonly known as the web, is a collection of interlinked documents and
resources that are linked using the Internet's resources.
In the beginning, there was a web known as Web 1.0, which was static and
read-only. This was super seded by what we refer to as Web 2.0, which is a
dynamic or interactive website. Web 2.0 contributed to the growth of
Internet interactivity and heralded the entrance of social media. From the
early to mid -2000s, Web 2.0 has been used by several authors to refer to a
variety of concepts. The one characteristic of Web 2.0 that most opinions
agree on is that it was a more social platform.
The usage of certain software technologies is one of the numerous reasons
web 2.0 has become what it is today.
The social aspect of the web meant that users did not merely consume
content from a static web, but also created it. This was made possible by
social media platforms or what the general press refers to as social media.
Then, one could say that social media is a combi nation of Web 2.0
technology, i.e., interactive apps, user -generated content, and media
richness, and the Web ideology of openness and accessibility of
information and resources. Adding Information Technology (IT) and
markets, such as cellphones, broadband , wifi, and affordability, to this
mixture yields the underpinnings of social media.
Social media is a highly interactive platform via which individuals and
organisations can co -create, share, discuss, contribute, and change user -
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18 control over the content's creation and release. All content creation,
sharing, etc. occurs in a social environment, meaning that users are a part
of the community and its culture while also developing new culture s.
Social media provides people with pervasive network connectivity (Asur
& Huberman, 2010) and enables them to form virtual social networks that
match the genuine social networks they have in real life. The term "social
media" has also been referred to as "social media sites" (Diga &
Ke11eher, 2009). Social media is a collection of information technologies
that allow interactions and networking (Kapoor et a1., 2017; Oestreicher -
Singer & Zalmanson, 2013).
The virtual world resembles the real world because, as would be expected,
humans constructed computers and associated networks based on their
understanding of the real world's capabilities. Consequently, many aspects
of how social media networks operate resemble how humans build
networks, with the exceptio n that in the virtual world, you can create an
anonymous identity, operate in the shadows, and conceal yourself behind
many avatars. The virtual world also accelerates the progression of events
in the actual world. Messages and responses are transmitted in real time.
Humans are able to communicate and share with other humans across
distance and time thanks to social media.
Why would humans seek a virtual social network when they already
possess a physical one? This is linked to the concept of "Social Presen ce,"
which humans anticipate in their interpersonal interactions. Social
presence is defined as "the extent to which a medium enables users to see
other people as psychologically present" (Hassanein & Head, 2005).
Presence is "the illusion of being there o r the sense of being in a setting
while physically located elsewhere" (Li, Daugherty, & Biocca, 2002).
When media facilitates human interaction, friendliness, and sensitivity, it
is seen as warm (Hassanein & Head, 2005). Cheung, Chiu, and Lee (2011)
find t hat social presence boosts users' continuous usage of social media.
2.3 DEFINITIONS Different authors and academics define social media in numerous ways.
Boyd & E11ison(2008) define social media as a "platform to create
profiles, make explicit and travers e relationships"; Kietzmann, Hermkens,
McCarthy, & Silvestre (2011) identified social media by the set of
functionalities or "building blocks"; and Kaplan & Haenlein (2010)
introduced the social media taxonomy by dividing it into six distinct
categories (B logs, Social Networking Sites, Collaboration Projects,
Content Communities, Virtual Social Worlds, and Virtual Game Worlds).
However, Carr and Hayes (2015) provided a comprehensive description of
social media, which significantly improves comprehension. So cial media
are Internet -based channels that enable individuals to opportunistically
communicate and selectively self -present, either in real -time or
asynchronously, with both large and limited audiences that gain value
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19 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR While explaining this rephrased definition, Carr and Hayes (2015) listed
five Ave components that encompass the entire spectrum of social media:
1) Internet -based; 2) Disentrained, permanent channels; 3) Perceived
interact ivity; 4) User -generated value; and 5) Mass personal
communication.
Internet -based: The World Wide Web is an Internet application, however
social media networks are growing more independent and less web -based.
These social media "apps" utilise other Intern et resources more closely in
order to complete their communication process in every way.
Disentrained, Persistent Channels : As mobile -based social media 'apps'
grow in popularity, individual users' contact with social networks is
ongoing, regardless of whe ther or not the person is continuously 'present'
online, such as via video chat. Moreover, during these exchanges, both
users do not need to be online in real time (synchronous mode) to receive
and consume messages continually. This promotes a more effecti ve
presentation of one's ideas and one's'self'. Asynchronous communication
may occur, but the platform survives and encourages interaction around
the clock. This is the second essential characteristic of social media.
Perceived Interactivity : Carr and Haye s explain, "A social medium is
essentially social"; therefore, social media fosters parasocial interaction
among its users. A user may subscribe to a personality on Twitter or
Instagram, and despite the fact that the personality may constantly post
message s, the individual who is following the personality feels that s/ he
receives messages and communicates with the personality. Whether a
social media user is sending a message, sharing information, or
commenting on the posts of others, their simple existence demonstrates
their participation in the communication process.
User -Generated Value : social media is a product of Web 2.0, in which
each user can participate with any message through comments, likes, and
sharing choices. Collectively, these contributions from other people add
information and value to the original message. The greater the number of
user-generated values, the greater the message's popularity, which
suggests either widespread acceptance or rejection of the original message.
Any given user der ives meaningful interpretations from the original
message and user -generated content.
Mass personal Communication : The nature of engagement with social
media enables a user to connect with others in a multidirectional manner.
For example, Facebook, Twitter , and Instagram may be used to
communicate with a mass audience and can also be used for one -on-one
interactions. This multidirectional of communication flows permits user -
to-user, user -to-audience, audience -to-user, and audience -to-audience
interactions i n social media.

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20 2.4 HISTORY It is crucial to comprehend the history of today's technology -mediated
social media and social media networks. The majority of students appear
to believe that computers and the Internet are the cause of social media.
However, if we examine human history, we find that the antecedent of the
current computer -based social media networks was established aeons ago.
Cursus publicus, the state -run courier, is one example (and transportation)
whose rule began in 27 B.C. The courier syst em or postal system is
essentially a social message network because it transports messages from
one person to another. The telegraph, telephone, and radio were Internet
forerunners. In the 1960s, the initial forms of the Internet, such as
CompuServe, were created. UseNet enabled users to connect via a virtual
newsletter in 1979.
In the 1980s, home computers became more prevalent and social media
became increasingly sophisticated. IRCs, or Internet relay conversations,
were introduced in 1988 and were popula r long into the 1990s.
"Six Degrees" was the first social media site that resembled social media
as we know it today. It was launched in 1997. It allowed users to upload
their profiles and connect with other people. In 1999, the first blogging
website, Blo gger, gained popularity, spawning a social media
phenomenon. In the early 2000s, MySpace, Facebook's predecessor, and
Linkedln rose to prominence. Then came photo -sharing websites such as
Photobucket and Flickr, which made online photo sharing possible. In
2005, the video -sharing platform YouTube emerged, introducing a
completely new mode of human communication.
In 2006, Facebook and Twitter became accessible to people worldwide.
Other websites, such as Tumblr, Spotify, Foursquare, and Pinterest,
entered fi 11 categories.
Kietzmann et al. (2011) define seven types of social media building
blocks. These are present in variable amounts in every social media
programme and can be replaced and enhanced by the inclusion of
additional applications.
On Facebook, iden tity might be the user's profile, including her display
photo and her interests, hobbies, etc.; on Twitter, Linkedin, etc., it could
be her biodata. The connection is a representation of a user's social
network. It could be as straightforward as whose post the user "likes" or
who she "follows" or is "followed" It may also be a representation of real -
world relationships. These connections may be either unidirectional or
bidirectional.
Reputation determines the level of trust among community members. The
platform's verification or the offered biodata and content could instil
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21 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Users express their affinity through groups, which are also used to manage
relationships.
Conversations enable users to engage in dialogic interactions in real -time
or in a tim e-delayed way. Sharing is how information spreads. Sharing
content does not require a social link between users. Sharing also occurs
between platforms. Presence involves familiarity with other community
members.
While Linkedln is about reputation, Facebook will be about relationships,
Twitter will be about conversations, WhatsApp will be about sharing,
TikTok will be about identity, and Foursquare will be about presence,
each of these social media platforms can be used as a combination of the
seven function al building blocks listed above. When users label
themselves as "safe" on Facebook, for instance, it may be utilised as a
presence indicator after a natural disaster.
2.5 MASS MEDIA AND SOCIAL MEDIA Additionally, social media is a form of media. Media is s imply the plural
form of medium. When pundits refer to media, they are referring to either
mass media or conventional mass media. Traditional mass media are one -
to-many communication channels in which the consumer is passive and
isolated. It is message -driven and has limited channels that are targeted. It
has a limited audience due to the ephemeral impression that has an
expiration date, i.e. content that is no longer available after publication or
broadcast.
In contrast, social media is both one -to-one an d many -to-many
communication in which the user/consumer is involved. A
produser/prosumer is a user/consumer who both produces and consumes
material. It is conversation -driven and offers an infinite number of tailored
channels. It has no boundaries, as it m ay reach all Internet -connected
regions of the world, and social media dialogues are permanent and
searchable.
In contrast to traditional media, there are no cultural gatekeepers such as
curators, editors, etc. in the social media realm, which disrupts the balance
of control. Users now have the means to build their own culture, which
effects the consumer -producer relationship and the economic and cultural
value of mediatisation.
Social media are dialogic (many -to-many) as opposed to the mono -logic
(one-to-many) nature of traditional media such as print and broadcast.
These differences include reach, frequency, interactivity, usability,
performance, and even quality. Today, the line between traditional and
social media is somewhat blurred, with traditional ma ss media also using
websites and social media accounts to foray into user conversations that
are accessible across the Internet and whose content can be searched using
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22 2.6 SOCIAL MEDIA IN INDIA A channel i s just a conduit along which information is transmitted. The
numerous social media platforms are the social media channels via which
people network. Facebook and its associated Facebook Messenger,
Instagram and WhatsApp, YouTube, WeChat, QQ, QZone, Weibo,
Twitter, Tumblr, Telegram, Baidu Tieba, LinkedIn, Snapchat, Pinterest,
Viber, VK, Reddit, etc. are among the most prominent and most popular
social media websites, with over hundreds of millions of registered users.
India has a population of around 1.36 bi llion people, of which 604 million
are Internet users and approximately 400 million will utilise social media
by 2020. According to a recent World Bank analysis on the state of social
media, India has the most Facebook users of any nation. The Indian
YouTu be audience has increased by 85 percent in the past year. And
WhatsApp has 400 million active users. The subcontinent is currently the
most lucrative region for all three networks. Instagram has 69 million
users in India, whereas LinkedIn has 56 million us ers. Twitter and
Snapchat have very tiny user bases; however, Snapchat's popularity is
growing.
The following graph illustrates the percentage of social media users who
utilise various channels. With 82 percent of social media users utilising
this platform , YouTube leads the pack, followed by Facebook and
Instagram. Twitter is one of the sixth most popular social media platforms
in India, which is quite engaged in public affairs, with a usage rate of 49
percent.
The Internet has a 51 percent penetration rat e in India, whereas social
media has a penetration rate of approximately 29 percent. All social media
users have a mobile data connection, which is the most significant fact.
This is one of the reasons for YouTube's success channel might be that it
entails making video material without requiring a user to be literate or
know how to write any language; merely by employing visual clues,
young people with a smartphone in the rural and small towns of India can
simultaneously consume and make content for YouTube channels.
Regardless, video is a more popular format for social media than text, as
shown in the following chart of the most popular social media networks.
2.7 SOCIAL MEDIA OPTIMIZATION Social Media Optimization (SMO) is the process of optimising the
delivery of information to a broad community or traffic base. Social Media
Optimization and Search Engine Optimization are the two sorts of website
optimization techniques (SEO). Social Media Optimization is a
methodical approach to social media activities tha t tries to attract visitors
to a website by fostering quality relationships between its members.
Search Engine Optimization, on the other hand, is a methodical approach
to attracting users to a website; it is a technique for bringing users to your
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23 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR It is possible to claim, however, that the procedures and strategies applied
in any practise are universal and interchangeable. It is difficult to dispute
that there exists a significant chance for profit when applying or at least
consi dering basic SEO best practises and implementing them in the social
media sector.
There are many advantages to social media optimization. Among its
numerous advantages is the fact that participation and investment are free.
Social media optimization (SMO) is a new idea in the field of internet
marketing, even though it has existed for some time in our culture. Men
are sociable beings with a strong need to congregate among those who
share their interests. These like -minded individuals establish a group,
whic h will eventually become a society. In the internet realm, similar
concepts are observed.
As a viral marketing approach, SMO has been demonstrated to be an
indispensable tool. This is the origin of the term "viral marketing." Viral
marketing spreads expon entially as the information reaches millions of
people and continues to spread at an accelerating rate. This increases the
number of visitors to a website and spreads the message to millions of
individuals. As social media optimization is improved, the mar keting plan
will undoubtedly have a viral character.
2.8 SOME TECHNIQUES FOR MAXIMIZING SOCIAL MEDIA EFFORTS Effective social media optimization keeps web developers on track to
target the appropriate social networks, attracts more visitors, and
establishe s reputation, all while achieving the desired outcomes. In
addition, it is advantageous to employ strategies that are not destructive to
the efforts and enhance credibility. Constantly revising the methods and
techniques aids in the long -term improvement o f optimization.
Exciting material is desired by site visitors. Important as it is for attracting
more visitors and, thus, for social media optimization, material should be
often updated. Users desire simple content -addition procedures.
Consequently, it is essential to create a tool that simplifies this procedure
for social network members.
Mashups mix data from several sources to provide users with a unified
experience. The likelihood of attracting a growing number of users to a
website is contingent on th e availability of tools that allow for the
embedding of links. There is no doubt that promoting such online
applications would improve social media optimization.
Mashup, as defined by Wikipedia, is a web page or application that mixes
data, presentation, and/or functionality from two or more sources to create
new services. For instance, YouTube's decision to allow embedding of
uploaded video codes on other websites has contributed to the site's
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24 Social networking is a tw o-way street. A website's content must be
bookmarked and tagged. Incorporating a space for maintaining links into
and out of a site directly relevant to the subject matter is a vital component
in this regard. In other words, reward beneficial users. People enjoy
incentives and become devoted allies. In social media optimization, the
most valuable assets are people who are helpful and valuable.
By facilitating the sharing process with tools such as 'AddThis,' users of a
website will find it simple to access the site's information and to
disseminate it. This increases the content's popularity and its ability to be
shared.
People in social networks desire simple information accessibility. Even if
one receives nothing in return, it is worthwhile to give users wi th valuable
information that they will employ. In addition, because content is so
important in social media marketing, it is advantageous to develop fresh,
original, and engaging content on a frequent basis so that site users are
confident they won't miss the most recent information they're seeking.
Social media networks necessitate constant, active participation. Social
media optimization audience might be catastrophic. Therefore, it is
advisable to take the time to identify the appropriate audience with which
to engage.
To gain the trust of users, a website's content must be authentic. Users
may quickly spot fraudulent content. Humility is an essential attribute for
social media users. Being the top expert might be a fleeting position, so
one should avoid being egotistical. Social media optimization requires a
creative approach. People desire to view, read, learn about, and experience
novel objects. Creativity draws more visitors and highly -engaged, devoted
network members.
Backlinks, which are also known as incoming links, inbound links, inlinks,
and inward links, are advantageous for SMO. These are inbound links
leading to a website. In order to boost the SEO process, page content with
social media features such as RSS feeds is essential. RSS feed (Really
Simple Syndication) is a portion of the web feed format used to publish
constantly updated information; it is a method of disseminating a list of
information to a large number of people, which is then organised by
special computer programmes called "RSS a ggregators." These apps
automatically access RSS feeds and organise the results in a format that is
easily accessible.
2.9 INTERNET SEARCH ENGINES In the early 1990s, as online content reached its zenith, the progress of
Web search reached its zenith. In i ts infancy, the Web was completely
unorganised. Webpages lacked standards; there was no definitive
relationship between websites and content, and there were no conventions
for taxonomy and organisation. The Web was confronted with such
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25 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Another issue that needed to be resolved was the content's significance,
which allowed for expansion. The evolution of information technology has
enabled professionals from various fields to share their res earch findings,
thoughts, and experiences.
The Internet contains a vast quantity of information on a variety of fields
of study.
The majority of websites that incorporate a database system can get
information from structured sources with specified properti es from a
collection of objects based on business rules and database queries. Web
has become the virtual platform for accessing and digesting information
for billions of information searchers today.
The introduction of Web 2.0, with its practically limitl ess breadth and size,
has made data mining a previously unfathomable possibility. Text mining
and information extraction have not only been applied to the web, but also
to the analysis of other semi -structured and unstructured information
systems, such as online library catalogue systems, online document
management systems, and the newly developed Web search engines.
2.10 WEB SEARCH AND EXPLORATION Web mining is the process of extracting data or knowledge from the
World Wide Web. Content, structure, and usa ge are the three domains that
can be cited in Web mining. Web content mining is the process of
extracting usable information, such as text, image, audio, and video data,
from a Web page's content. Information retrieval, natural language
processing, and tex t mining are common technologies utilised in Web
content mining.
The content of a document can be immediately retrieved and edited by
users. The other domain of Web mining is Web structure, a method that
enables users to obtain more information than what is included in a single
document. For example, the popularity of a document can be determined
by the number of links leading to it, while the content of the many topics
mentioned in a document can be determined by the number of links
pointing away from it. The third domain, Web usage mining, is used to
learn about usage behaviour and structure.
Analysing the Web access logs of various websites makes this possible.
Web usage mining employs generic access pattern tracking that is used to
analyse the web log to learn about access patterns and trends in order to
build a more efficient structure and cluster content providers. On the other
hand, customised usage tracking is frequently employed to study
individual trends in order to personalise website users.
2.11 MANAGING DATA A database is a large storage space where information on many subjects is
kept. Each URL (Uniform Resource Locator) is represented by numerous
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26 address of the web pages on t he web server, which is a combination of
computer hardware and software programme that is connected to the
internet and holds all the assets of a website. Search engine providers
select how to organise and rank the information in their own unique way.
For instance, Google's ranking systems are referred to as PageRank and
are quite complex and discreet.
The rating scores are determined by the companies, and they are kept
strictly confidential. On the basis of Web usage patterns, these
organisations typicall y modify the element weighting parameters. And
page quality is taken into account when assigning a score. Historically,
keywords were the most important aspect in page rankings and scoring.
In terms of web architecture, a database is a collection of data t hat serves
the same goal and provides support for it. DBMS (Database Management
System) is a computer application that permits the development,
maintenance, and utilisation of databases. DBMS is typically used to store,
retrieve, manage, update, and remove data.
Databases containing the data are the origins of internal site searches.
Before implementing the search, the website should have a keyword or
search phrase input area. Keywords are search terms typed into a search
engine or search input field in ord er to locate only user -specifically
relevant content. These terms should be utilised as meta tags on web sites
in order to increase their search engine rankings.
For this project, MySQL was chosen as the database. MySQL is a popular
open -source database sy stem that employs techniques for categorising,
accessing, and executing queries on data stored in a database. Wikipedia,
Flickr, Google, and Facebook are popular websites that utilise MySQL.
2.12 INTERNAL SEARCH ENGINE OPTIMIZATION Optimizing internal site search is the process of refining search results in
order to increase the relevance of the data returned from a query in less
time. To maximise internal search results, it is crucial to understand what
visitors are searching for, how frequently, and why, as well as to prevent
them from entering queries that return no results by suggesting related and
common search phrases as they type. Internal searches should also yield
keywords that are employed for SEO.
When a search query yields too many results, it i s essential to narrow
down the results to display only the pertinent information. Therefore, there
should be a method for filtering out extraneous details and narrowing the
search results to a finer degree. The results of a search query should be
suitable for sorting based on any quantifiable result field included in the
search criteria. It is prudent to provide users with the closest possible
match for misspelt search queries.
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27 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 2.13 INDEXING BY CRAWLERS, SPIDERS, AND ROBOTS Crawlers, spiders, and robots ar e software programmes that function on
the internet by exploring and cataloguing material to facilitate search
indexing.
There are no fundamental distinctions between these programmes, and
their purpose is to pull and gather information from a website and
catalogue it in an appropriate manner. This operation occurs within the
computer's operating system. The only elements visible to the user are the
query interface and search results. Web crawlers are often known as ants,
bots, or mechanical indexers.
The W orld Wide Web (WWW) is a tremendously large, unstructured, and
geographically diverse phenomenon often known as the web. It is a
collection of interrelated hypertext pages. The presentation of content on a
web page in such a way that hypertext links connec t the various sections
of the site. A Hyperlink (Hypertext Link) is a reference to the route of the
page that is used to link to the document. Text or images may constitute a
Hyperlink. Web pages refer to these documents. A website is a collection
of these files that are accessible via the Internet and are kept on a web
server.
Every piece of content on the Internet is published in HTML and may be
retrieved via the HTTP protocol. HTTP (Hypertext Transfer Protocol) is a
networking protocol and collection of rules that regulates the format and
transmission of messages across the World Wide Web.
While there are specific guidelines for the inclusion of Meta information,
all indexed content is accessible to all users. On the other hand, such
content collection ca n be complicated regardless of the normal case, i.e.,
when the data comes from centralised, structured systems.
Crawling, Real -time Query, and Feed methods allow for the acquisition of
content.
Intranets, websites, file systems, and occasionally databases use the
Crawling mechanism, while the Real -time Query method retrieves
meaningful results and the Feed technique inserts content or meta into an
index. Intranet, which is restricted to a single company, is the antithesis of
the internet. Access to intranet networks is controlled to allow only the
specified organisation to safely share any portion of information on its
server.
2.14 A SEARCH ENGINE'S INTERNAL MECHANISMS A search engine is a web -based technology that is used to locate
information on the intern et. Web pages containing text, images, videos,
and other forms of media may be made available as compensation. Paid or
pay-per-click (PPC) listings and natural or organic search results are the munotes.in

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28 two types of search lists provided by search engines. It is si mply a very
huge database containing a record of individual web pages from the entire
web.
Algorithms for Search :
Different aspects of web -based search engines are vital. The search engine
algorithm serves as the basis for the others. Its objective is to s erve as a
problem -solving method. On -page algorithms, whole -site algorithms, and
off-site algorithms are the three basic classifications for search algorithms.
Each of these categorizations assesses distinct aspects (parts) of a Web
page. Using a search al gorithm, systems take a problem, evaluate a
number of potential solutions, and then return the solution.
A problem can be described in the form of a word or phrase by utilising a
database containing the words or phrases. When identified, the method
provide s sites that include the keywords or phrases that were searched.
There are several classifications of search algorithms, and each search
engine utilises algorithms that differ slightly. Due to this, using the same
word or phrase with different search engin es can provide different results.
Complex search algorithms consider the following elements:
 Text matching which can be utilised for phrase matching, exact
matching, or partial matching.
 According to Wikipedia, concept searching is an automated
information retrieval technique used to search electronically stored
unstructured text (such as digital archives, email, scientific literature,
etc.) for information that is conceptually similar to the information
provided in the search query.
 Common misspellings, id ioms, and acronyms are analysed by a
spellchecker and thesaurus.
 Query expansion refers to the expansion of a search query to match
additional contents.
 In-Linking in which the quality and number of inbound links to the
site are calculated and displayed as a search option output based on its
relevancy.
2.15 SEARCH ENGINES OPTIMIZATION Search Engine Optimization (SEO) seeks to increase a website's visibility
on the web by ensuring that all of its parts are tailored to the needs of the
user. ― Search engine o ptimization, or SEO, is the act of configuring your
website so that it ranks highly for specific keywords in the unpaid search
results of Google, Yahoo, and Bing. SEO requires internal and external
website analysis, as well as link building, correct websit e architecture and
development, competitive analysis, keyword research, and content
generation, among other activities. The top ranking in Google is not munotes.in

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29 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR always the same as in Yahoo or Bing, thus a designer may be able to learn
something from a site that is exclusive to one search engine, or more
crucially, from a site that is regularly ranked at the top of each engine.
Among the techniques for search engine optimization are:
Not awaiting search engines to index and crawl your site. Instead,
personally submi t it. You can wait for these crawlers to discover your site
on their own, or you can take a proactive approach and inform search
engines about your site.
Websites must be aesthetically pleasing and simple to rank. Developing a
website with quality content, Meta tags, and keywords helps boost its
rating. A search engine really must pay special attention to title and
description elements.
Keywords should specify the context of the site's topic and content
accurately.
Exchange links with other websites that co ntain similar information.
Traffic -generating strategies should include keyword advertising, link
exchanges, and marketing efforts.
Website visitors seek out particular information. The quality of the content
in terms of dynamism, relevance, freshness, or timeliness, as well as
sufficiency, is what satisfies and draws it. Outdated content has the
potential to be rejected or disregarded by search engines. For a website to
attain a high search engine rating, its material must remain current.
Crawlers, spiders , and robots, which are used to categorise content on the
Internet, facilitate site linkage. Therefore, it is essential that all links
function correctly and precisely.
Accurately linking a website is facilitated with a site map. This site map is
an SML fi le that contains information about each page on the site. All of a
website's pages can be indexed by utilising XML. Therefore, it is vital to
have an accurate and up -to-date site map to establish a good link.
2.16 QUESTION 6. Explain in detail ‗Digital Media Society‘.
7. Discuss the evolution o Digital Media.
8. Discuss the revolution of digital media withing media spaces.
9. Explain the convergence in digital media.
10. State the effects of Digital Media.
2.17 REFERENCES • About Zend framework? [online]. framework.zend.c om. URL:
http://framework.zend.com/about/overview. Accessed 3 December
2010 . munotes.in

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30 • Simon P. The next wave of technologies: opportunities from chaos.
John Wiley & Sons: Hob oken, NJ; 2010.
• Citymark. Visualizing Web 2.0 [online]. Web communications 4Gov.
November 2008. URL:
http://markfaul.wordpress.com/2008/11/18/visualizing -web-20/.
Accessed 16 January 2011.
• Kargupta H, Han J, Yu PS, Motwani R, Kumar V, editors. Next
genera tion of data mining. CRC Press: Boca Raton, FL; 2009
• Powers D. PHP solutions: dynamic web design made easy. 2nd ed.
friendsofED: New York, NY; 2010.
• Vaswani V. Zend framework: a beginner‗s guide. McGraw -Hill: New
York, NY; 2010
• Peacock M. PHP 5 social netw orking. Packt Publishing: Olton,
Birmingham; 2010
• Evans D, McKee J. Social media marketing: the next generation of
business engagement. Wiley Publishing: Indianapolis, Indiana; 2010
• Miller M. The ultimate web marketing guide. Que: Indianapolis,
Indiana; 20 10.
• Prestipino P, Phillips M, editor. Website Magazine. May 2010 ed.
WebsiteMagazine.com: Canada; 2010.

*****
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31 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 3
SEARCH ENGINE OPTIMIZATION
Unit Structure
3.0 Objective Of The Study
3.1 Introduction
3.2 Search Engines: Definitions
3.3 Internet Search Engines
3.4 Define Search Engines. Are All Search Engines Alike?
3.5 How Do Search Engines Work?
3.6 The Robot Or Spider
3.7 Thematic Presentation Of Functioning Of Web Robots
3.8 What Are Spiders? Do All Spiders Function In The Same Way?
3.9 The Use r Interface Or The Agent
3.10 Search Engines: Categories
3.11 Search Engines That Search Other Search Engines
3.12 Subject Or Web Directories
3.13 Hybrid Search Engines
3.14 Subject Gateways Or Subject Portals
3.15 Important Search Engines
3.16 Msn S earch
3.17 Wisenut
3.18 Fast Search And Transfer
3.19 Excite
3.20 Question
References
3.0 OBJECTIVE OF THE STUDY The objective of this unit is to focus and discuss :
• search engines and their evolution;
• how search engines work;
• components of a search engine;
• categories of search engines;
• search techniques;
• meta data and search engines;
• evaluation of search engines; and
• important search engines. munotes.in

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32 3.1 INTRODUCTION The expansion of the Internet has created a contradictory circ umstance.
On the one hand, the Internet contains a vast amount of information, but
on the other hand, the sheer volume of unorganised material makes it
difficult for users to obtain relevant and reliable information quickly and
efficiently. On millions of servers connected to the Internet, the Internet is
the most comprehensive, significant, and helpful source of information on
virtually every element of human knowledge. It is a well -known truth that
neither established policies for hosting information nor a centralised
database for organising and searching the information available on the
Internet. This makes the Internet the most diversified and disorganised
information resource. For a number of Internet users, searching for
specific information is the pri mary reason for accessing the Internet. Due
to the availability of abundant information, it is now quite difficult for the
average Internet user to locate exact and pertinent information. To address
this issue, computer scientists devised search tools that sift through the
Internet's material to get the user's desired results. Numerous searches,
resource finding, and navigation methods have been developed to facilitate
more effective information retrieval. Search engines are one of these
instruments.
To sea rch the web, search engines use automated programmes called bots,
robots, spiders, crawlers, wanderers, and worms. In order to index
webpages, robots roam the web. Some of them index websites by their
titles, some by their Uniform Resource Locators (URLs), others by the
words included in each document on a website, and others by a
combination of these methods. These search engines operate in a variety
of ways and search distinct portions of the Internet. In this Unit, we will
investigate the world of social media, its characteristics, and its
applications in a variety of sectors.
3.2 SEARCH ENGINES: DEFINITIONS Search Engine is a generic word for software that "searches" the web for
pages relevant to a certain query. Google and Excite are two examples of
popular search engines that index and search a substantial portion of the
World Wide Web. Multiple websites employ their own search engines to
index their own content. Multiple sites on the World Wide Web are
devoted to indexing the material on all other site s. These websites enable
users to search the web for information resources using any term or word
combination.
3.3 INTERNET SEARCH ENGINES A search engine is a computer programme that searches the Internet for
documents containing the user's search terms. A search engine is a tool for
discovering, categorising, and storing information on multiple Internet
domains. Using a variety of search techniques, it can assist in identifying
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33 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR This service indexes, organises, and fr equently rates and reviews websites.
It aids Internet users in locating the proverbial "needle in the haystack."
Different search engines operate in various ways. Others rely on
automation to identify crucial information on websites throughout the
Internet , while some rely on people to maintain a directory of websites or
web pages. Some mix the two service kinds. Therefore, searching the
Internet for the same topic using different search engines yields diverse
results.
Search engines can also be characteris ed as online tools that rapidly search
thousands of web documents for a certain term or phrase. Although some
search engines are subscription -based, the vast majority are supported by
advertising revenue. It should be emphasised that no single search engin e
indexes the entirety of the Internet's web pages.
Each search engine defines its scope in terms of the content of the web
pages it hosts. In addition, some search engines index each and every word
on each page. Others only index a subset of the document. Full-text search
engines often retrieve every word in the text, with the exception of stop
words like 'a', 'an', 'the', 'is', 'and', 'or', and 'www'. Some search engines
distinguish between capital and lowercase letters, while others save all
terms withou t regard to case. Due to these factors, a user receives different
results from various search engines.
Web clients called web browsers are commonly used to access search
engines. Each search engine offers distinct search choices and has its own
distinct ch aracteristics. In addition, search engines differ substantially in
the types of sites a user can search. Numerous search engines provide
search and browsing interfaces.
3.4 DEFINE SEARCH ENGINES. ARE ALL SEARCH ENGINES ALIKE? 3.4.1 Search Engines: Evolutio n:
The Archie, created in 1990 by Alan Emtage, a student at McGill
University in Montreal, is the first search engine to index and search files
on the FrP server. It was in fact an indexing spider that visited each
anonymous FrP website, read all directory and file names, and then
indexed them into a massive database.
In 1993, inspired by the success of Archie, the University of Nevada
created Veronica. The University of Nevada developed VERONICA
(Very Easy Rodent -Oriented Netwide Index to Computerized Arch ives) to
search all menu items on Gopher servers. Soon, another user interface
named Jughead with the same function as Veronica was introduced. Rhett
'Jonzy' Jones created the JugHead (Jonzy's Universal Gopher Hierarchy
Excavation and Display), a strong Go pher search tool. It was an
application that searched a particular Gopher site (not all). It simply
searched directory headings, not the contents of Gopher submenu
resources. Archie, VERONICA, and Jughead no longer exist, yet prior to munotes.in

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34 the web's astronomica l rise, these search engines were the Internet's true
workhorses.
Matthew'Gray introduced the first web -searching robot, dubbed World
Wide Web Wanderer, shortly after the 1993 birth of the World Wide Web.
In October 1993, Artijn Koster created ALIWEB, a we b indexing
programme similar to Archie. It allowed users to submit the websites they
desired to be indexed by ALIWEB, along with their own descriptions and
keywords, without the use of a robot. By December 1993, three robot -fed
search engines, including Ju mpStation, the World Wide Web Worm, and
the Repository -Based Software Engineering (RBSE) spider, had emerged
on the World Wide Web.
JumpStation extracted the title and header information from web pages
using a straightforward linear search. As the web exp anded, JumpStation
came to a halt. Titles and URLs were indexed by the WWWWorm. The
JumpStation and the World Wide Web Worm did not employ a ranking
system to present their search results; instead, the results were listed in the
order in which they were di scovered. A rating mechanism was
implemented by the RSBE spider.
Excite was a byproduct of the 1993 Architext project, which was initiated
by six Stanford undergraduates. They utilised statistical analysis of word
correlations to increase the efficiency of their searches. Midway through
1993, Excite search software was released. However, the Excite approach
appears unimportant because the spiders lacked the intelligence to
comprehend what all the linkages meant.
In January of 1994, the EINet Galaxy Web Dir ectory was launched. Since
then, the EINet Galaxy has been a success. In addition to its online search
functionality, it contained Gopher and Te1net search capabilities.
David Filo and Jerry Yang founded Yahoo as a compilation of their
favourite websites o n April 19, 1994. As their number of links increased,
they had to reorganise and create a directory that could be searched. As an
enhancement to the Wanderer, the Yahoo directory gave a description for
each URL along with the URL. On April 20, 1994, Brian Pinkerton of the
University of Washington introduced the WebCrawler. The first crawler to
index complete web sites. Excite acquired WebCrawler in 1997, and AOL
began using Excite to power NetFind in 1998. WebCrawler paved the way
for a multitude of service s to follow suit.
Three significant search engines, namely Lycos, Infoseek, and OpenText,
emerged shortly following the birth of Web Crawler. In July of 1994,
Carnegie Mellon University created Lycos, the subsequent significant
search engine. Lycos was sta rted on July 20, 1994, with a database of
54,000 documents. By November 1996, Lycos had indexed over 60
million documents, more than any other web search engine. In August
1994, Lycos had identified 394,000 documents. In October 1994, Lycos
topped Netscape 's list of search engines by providing the most results for
the phrase "surf." Also laun, Infoseek was founded in 1994. munotes.in

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35 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Netscape began utilising Infoseek as its primary search engine in
December 1995. Additionally, AltaVista was introduced in December
1995 . It added numerous key capabilities to web searching. They were the
first to permit natural language searches and advanced searching
strategies.
In 1996, the LookSmart directory began operation. The Inktomi
Corporation was founded in May 1996 with the Hot bot search engine. It
was purchased by Yahoo. In April 1997, Ask Jeeves was introduced,
followed by the Northern Light.
In 1998, Google, the most potent search engine to date, was introduced.
Google ranks its pages based on the amount of incoming links. Go ogle's
popularity has grown to the point where major portals such as AOL and
Yahoo use Google to search their directories. In 1998, MSN search, Open
Directory, and Direct Hit were the three most prominent search engines
and directories to be introduced.
In 1999, Disney introduced the Go Network. Fast developed its search
technology in the same year as Google and was regarded as its closest
competitor. The Teoma search engine, which employs clustering to
organise sites by subject -specific popularity, was int roduced in 2000.
Ask Jeeves acquired Teoma in 2001 to replace the Direct Hit search
engine.
In 2002, LookSmart acquired the WiseNut search engine to power its new
search offering.
Google began incorporating semantic components into its search product
in 20 03, significantly enhancing its search results, Overture acquired
AlITheWeb and Alta Vista, and Yahoo acquired Inktomi and Overture. In
2004, MSN abandoned LookSmart for Inktomi and Yahoo abandoned
Google for its own search engine. Yahoo! has created a dis tinct database
from the Inktomi database, which in March 2004 superseded both Alta
Vista and AllTheWeb.
The abbreviated history shown here does not encompass the emergence,
marginalisation, and demise of numerous smaller search engines.
Justify the stateme nt that "Archie, VERONICA and Jughead were
the real workhorses for searchers on the Internet before advent of the
Web"
3.5 HOW DO SEARCH ENGINES WORK? Search engines do not actually perform direct Web searches. Instead, they
search their own databases, whi ch contain the keywords or complete text
of online sites that were previously selected and gathered from billions of
web pages located on servers across the globe.
When a user searches the web using a search engine, an archived version
of the actual web pa ge resides on the search engine's server. When a user munotes.in

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36 clicks on the links supplied in a search engine's search results, he/she is
redirected to the most recent version of page. A typical search engine
consists of the three components listed below:
3.6 THE ROBOT OR SPIDER Variably referred to as bot, robot, spider, crawler, web wanderer, or
indexer, these are computer programmes that automatically traverse the
information space of the World Wide Web. These programmes navigate
from one web page to the next by visiting links placed on each page,
thereby creating an index of visited web sites. This method is comparable
to citation searchirrg, in which a user follows a reference from one journal
article to another on the same subject. The spider resides on a host
machine and uses the HTTP protocol to access to remote web pages (as
would any web browser). Spiders are capable of retrieving files in any
format. They crawl the online to discover new sites, index the web for
keywords, and search for broken links for au tomatic maintenance. A
robot, unlike a virus, does not physically migrate from computer to
computer; it just accesses websites and requests that documents be
indexed, similar to a user. A robot or spider's primary functions include
indexing online pages, H TML validation, link validation, identifying fresh
information, and replicating websites.

3.7 THEMATIC PRESENTATION OF FUNCTIONING OF WEB ROBOTS Image Source: www.digitalthirdcoast.com :
To index the web, many robots employ various methodologies. In gener al,
the majority of search engines begin with a meta resource site or a subject
portal including links to multiple other sites. They continuously scan the
Internet, keeping track of newly -appearing documents and removing
duplicates. Most search engines all ow users to manually input URLs,
which are then queued and visited by the robot at a later time. Others limit
themselves to indexing only web pages, whilst some search engines scan
every type of resource available on the web, including newsgroups, munotes.in

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37 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR discussi on forums, Gopher, listservs, and FTP sites, among others. Others
are programmed to visit specific websites at predetermined intervals.
Utilizing their own spider software, search engines index content from
websites based on predetermined criteria. In a si milar fashion, search
interfaces are modified to highlight the unique characteristics of various
search engines. Each search engine uses its own algorithm or set of criteria
to choose, index, and retrieve websites.
By policy, certain sorts of content and l inks (such as pornographic sites)
are prohibited from the majority of search engines. In addition, there are
websites that prohibit search engines from indexing them. Furthermore,
search engines are unable to index database -driven websites. These sites
are referred to as the 'Invisible Web' or the 'Concealed Web', as the
information they contain is hidden behind databases and is priced.
After discovering web sites, spiders send them to another computer
software for "indexing." This application recognises an d stores the page's
text, links, and other content in the search engine's database files.
3.8 WHAT ARE SPIDERS? DO ALL SPIDERS FUNCTION IN THE SAME WAY? The Database :
A robot or a spider scrapes indexing information from web pages that it
has visited and s tores it in its database or catalogue, which includes URLs,
titles, headers, words from the title and text, first lines, abstracts, and
sometimes even the complete text. The robot searches in such a way that
the most popular websites are discovered and ind exed first. The resulting
database, which contains millions of web pages, is the index that users
search. This database's size impacts the exhaustiveness of a search engine.
Most search programmes additionally generate a secondary database
containing web p age, URL, title, and summary entries. When a user
obtains results from a search tool, they are presented with a summary
record.

Instructions to Robots or Intelligent Agents Prohibiting Systematic
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38 Either search engines u pdate their databases cumulatively or rebuild them
at a predetermined frequency. Lycos, for instance, cumulatively updates
information on new and old URLs rather than recreating it. Excite, on the
other hand, periodically rebuilds its database by sending i ts spider to
retrieve the contents of pages recognised from 'new sites' each week.
3.9 THE USER INTERFACE OR THE AGENT The user interface or agent is a software programme that accepts queries
from users and searches the index of millions of pages included in the
database.
The agent compares the query to the database, locates matches, and ranks
them according to their relevance. The results consisting of online links
and brief descriptions are displayed to the users in order of relevancy. The
most popular w ebsites are listed first among items of equal relevance.

Search Interface for TEOMA Search Engine
3.10 SEARCH ENGINES: CATEGORIES In addition to serving as a tool for locating websites, the majority of search
engines offer a variety of other features. Th ey contain information such as
recent news articles, newsgroup postings, reference material (dictionary
entries and maps), and email addresses, street addresses, and telephone
numbers of businesses and persons. It is possible to divide search engines
into the following categories:
Leading Search Engines :
Primary search engines utilise web crawlers or spiders, web wanderers and
web worms to explore the World Wide Online and scan websites for
words, phrases, or the entire site in order to compile a database o f web
pages. Scan engines do not search the web in real time; rather, they
employ a database of web pages acquired by their robots' hypertext links
that is regularly updated. The most frequently used search engines are
primary search engines. These vary co nsiderably with regard to:
• database size: breadth and depth of websites indexed by their
"spiders.‖ munotes.in

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39 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR • database content: Full -text or metadata, such as URL, keywords, title,
etc.
• syntax used: word search, Boolean search, phrase search, as well as
other sophisticated features
• ranking of results based on sponsored sites, update frequency,
popularity, etc.
According to the manner their robots employ to collect information for
their index databases, primary search engines can also be categorised into
the four groups listed below.
Automated robots scan a significant portion of the web wherever they are
permitted.
Designated Robots: The designated robots (such as those employed by
ALIWEB or W3 catalogue) are trained to scan only specific web pages as
oppo sed to the entire web. Sites that employ "designated robots" allow
users to submit their websites to a search engine. Upon submission of a
URL, the new URL is added to the robot's queue of websites to be visited
on its next venture into the internet. Even if a user does not submit its site,
a designated robot may discover it via sites that link to it.
Some robots focus more on top -level materials, which are more likely to
be indexed by subject -oriented index engines like JumpStation Il.
A query made on "bre adth-oriented search engines" would yield fewer
results, with a greater proportion of meta information and subject portals.
Search Engines with a Focus on Depth: Depth -oriented robots (such as
web crawlers) follow links to deeper levels. They retrieve spec ific items
from the indexes of a server and follow links to other servers.
Additionally, robots with a focus on depth have a tendency to retrieve
duplicate or false hits. Search engines with a focus on depth tend to
catalogue an excessive amount of informa tion.
To initiate a search, most search engines require the user to enter one or
more search phrases, press 'Enter', or click on 'search' or 'go. The majority
of significant search engines provide three search options: any word, all
words, and specific phr ase. When 'any word' is searched, a list of all
indexed pages containing any of the search terms is returned. A search for
"Mahatma Gandhi birthdate," for instance, would yield all pages
containing the word "Mahatma" as well as the words "Gandhi" and
"birthdate." This type of search returns a substantial number of results.
When a user is unsure of the search phrases he should use, 'Any words'
search can be handy. The 'All words' search returns all indexed pages that
contain the search phrases in any order. Again, there is a high likelihood
of off -topic outcomes. The 'exact phrase' search returns all indexed pages
containing the exact phrase entered, disregarding punctuation. Similar
websites that are characterised using a different term will not be displayed .
However, even this type of search may give inaccurate results, as the munotes.in

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40 precise term may have been used in a context other from the one intended.
On their homepages or on a page labelled 'Power Search' or 'Advanced
Search,' most search engines offer more t han these three basic search
options. Different websites support distinct functionality. The search
results may vary significantly based on the option selected.
The number of times the search phrases appear in a document, the location
of the search terms o n a page (title, description, etc.), the number of
inbound links, and how closely the document looks to fit the notion being
searched for are typically used to rank search results.
3.11 SEARCH ENGINES THAT SEARCH OTHER SEARCH ENGINES Mega indexes, often kn own as meta search engines, lack their own
databases.
They have access to alternative primary search engines. Meta search
engines may do a search on a single primary search engine, or they may
simultaneously search multiple primary search engines and offer the
unified results in a single package. This type of search engine is also
known as a multithreaded search engine. Ask Jeeves, MetaCrawler, Savvy
Search, @Once!, All -in-One Search Page, Galaxy, Internet Sleuth,
Magellan, Net Search, Dogpile, Metacrawler, Metafind, Metasearch, and
ixquick.com are examples of well -known meta search engines.
A meta search engine is a search engine that simultaneously searches the
databases of multiple other search engines to identify web pages that
match a user's search term s. Meta -search engines, unlike major search
engines and directories, do not have their own databases, i.e., they do not
collect web pages, do not allow URL additions, and do not categorise or
review websites. They instead send simultaneous inquiries to num erous
search engines and/or site directories. Many meta -search engines integrate
search results: duplicate finds are merged into a single entry, some rank
the results based on various criteria, and others permit the selection of
search engines.
Before runn ing a search on a meta -search engine, it is essential to
determine which search engines the meta -search engine includes. The bulk
of popular search engines, including Google, AltaVista, Excite, Lycos, and
GO.com, utilise metasearch engines as their default search engine.
Utilization of a metasearch engine is dependent on the present status of
each of the used primary search engines. Some key search engines may be
unavailable or overloaded at that moment. It should be emphasised that a
query submitted to a m eta-search engine, with its standardised search
interface and syntax, is to be applied to the variety of individual search
engines. Therefore, it is impossible for a single metasearch engine to
utilise all the features of the separate search engines. Boole an searches, for
instance, may yield diverse results. Perhaps phrase searches are not
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41 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR In a meta search engine, other functions, such as query refinement, are
sacrificed.
In addition, meta -search engines do not typically do extensive searches
and do not return all pages from each specific search engine. They only
utilise the top 10 to 100 results from each search engine. While this is
sufficient for the majority of searches, specific search engines must be
consulted if results beyond the top hits determined by meta -search engines
are required. This is facilitated by some meta -search engines that provide
query links back to the individual search engines.
Specialized search engines are primary search engines with a narrow or
specialised focus. Direct Search (http:/
/www.freepint.comJgary/direct.htm), Beaucoup
(http://www.beaucoup.comJ), Hoovers Online,
(http://www.hoovers.comJ), and Sirus (http://www.sirius.comJ) are
examples of specialised search engines.
3.12 SUBJECT OR WEB DIRECTORIES Directories are the Internet's Yellow Pages. They contain data that has
been supplied by their indexers or users who submit entries. Frequently,
subject directories are manually maintained, searchable, and navigable
online interfaces. The most popular subject director y is Yahoo! Yahoo!
contains multiple subject headings. The information in a subject directory
is organised into categories and subcategories or subjects and subtopics.
One can search a subject directory, similar to a search engine, for all
entries that inc lude a given set of keywords. Although directories can be
searched using keywords, it is often just as simple to click on a category
and then navigate specific subdirectories until the appropriate subject is
located. The majority of online directories are intended to be browsed by
subject category. In contrast to indexes, however, directories organise
information differently. Web indexes just compile an increasing number of
records, whereas directories organise information into groupings of
records that are related.
In addition to Yahoo!, the most recognisable directories include Open
Directory Project (Dmoz.org) and LookSmart.
Directories of Search Engines have fewer resources than search engine
databases. Because the resources in a directory are picked, ma naged, and
updated manually. This can be advantageous for users, particularly if they
are seeking for a general topic. The directories boost the likelihood of
receiving relevant results and the likelihood of discovering high -quality,
trustworthy websites.
Additionally, the directories include rirawhacks. In a directory, it is
feasible to group entries with identical topics into two distinct subject
categories. The databases of search engines are updated automatically by
robots or spiders, whereas directorie s are updated manually by selecting,
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42 resources, the directories may omit a number of essentials important
resources.
3.13 HYBRID SEARCH ENGINES In the early days of the World Wide Web, se arch engines displayed either
crawler -based or human -powered results. It is commonplace for search
engines to display both types of results today. Typically, a hybrid search
engine prioritises one listing type over the other. For instance, MSN
Search is mo re likely to display LookSmart's human -generated results.
However, it also provides crawler -based results (supplied by Inktomi),
particularly for esoteric queries. In addition, there are numerous
directories that seek to organise the Internet by topic, as well as numerous
search engines that combine directory and keyword search capabilities.
3.14 SUBJECT GATEWAYS OR SUBJECT PORTALS Subject gateways, also known as meta resources, subject -based
information gateways (SBIGs), subject -based gateways, subject ind ex
gateways, virtual libraries, clearing houses, subject trees, pathfinders, and
guides to Internet resources, facilitate access to network -based resources
in a particular subject area.
For the sake of terminology consistency, this unit would prefer to ut ilise
"subject portals" over other prevalent terms. Subject portals lead users to
the original digital content proprietors. It may provide its own indexing
and search services, or it may aggregate the original resources of many
suppliers. The aforementione d portals are limited to providing links to
electronic resources hosted on other servers.
A subject portal can be characterised as an organised and structured guide
to Internet -based electronic information resources that have been carefully
picked after a prescribed evaluation and filtering procedure in a subject
area or specialisation. Subject portals are frequently standalone websites
or sections of an institution's or library's website that provide a directory
of Internet resources deemed suitable for th eir intended readership.
A subject gateway site that is part of an institution's website or a library's
website may offer free access to resources that are subscribed to by the
parent organisation. A commercial firm may also create a subject gateway
that is freely available up to the bibliographic level. A user may be
compelled to pay a fee in order to access the full -text, though.
The homepages of all major education and research institutions,
particularly in the industrialised world, provide an organise d and
structured directory of Internet -based electronic resources. LibrarySpot,
Librarian's Index to Internet, Argus Clearing House, BlOME, and BUBL
are examples of subject portals.
What are subject gateways? How are they different from Meta search
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43 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 3.15 IMPORTANT SEARCH ENGINES Google :
Google is a brand -new, next -generation search engine with 4.3 billion web
pages. Following in the footsteps of Yahoo, Excite, and WhoWhere, it has
transitioned from a student initiative to a commercial website. Its
relevance ranking incorporates two elements that are not often included in
search engine rankings: the number of links to the page from other pages
and the 'importance' of the linking pages. Other ranking variables include
the amount of occurrences of searc h phrases in the title and text, as well as
their closeness to one another.
Since its introduction in 1999, Google has become the preeminent web
search engine for many users. It has built a name for itself with its
relevance ranking based on link analysis, cached content, and rapid
expansion. Since its beta release, phrase searching has been available. It
announced a database of over 560 million pages in June of 2000, which
increased to over 600 million by the end of 2000 and 1.5 billion by
December of 2001 .
The more than two billion visits reported to their homepage as of April
2002 include indexed pages, non -indexed URLs, and various file formats.
By November 2002, they had increased their claim to $3 billion, and by
July 2004 it had risen to $4,260,000,0 00. The largest strength of Google is
its database size and relevancy rating based on links.
In addition to web pages, its database also contains
PDF,.ps,.doc,.xls,.txt,.ppt,.rtf,.asp, and.wpd files, among others. Google
also features an image database, a Usenet News group, sponsored adverts
that are typically displayed on the right side under 'Sponsored Links,' and
web news sites.
Google provides Boolean searching, proximity searching, field searching,
file type limitation, language and domain searching, c haracter searching,
and number and number range searching. Relevance is assessed by links
from other pages, with authoritative sites receiving a greater weighting.
Additionally, pages are grouped by site. Only two pages are displayed
each site, with the se cond page indented.
The display comprises the page's title, URL, a brief excerpt including
content near the search terms, the file size, and a link to a cached version
of the page for multiple hits. This cached version is sourced from Google's
index and m ay be older than the currently accessible version on the web.
Search phrases will be highlighted in the cached version. If multiple
search terms are entered, each one is highlighted in a distinct colour. The
default output is 10 results per screen, but the preferences page allows the
user to select 20, 30, 50, or 100 results per screen.

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44 3.16 MSN SEARCH MSN Search is one of MSN's search engines. The system utilises an
Inktorni database. The standard search screen only displays a few options,
but selecting the Advanced Search link reveals the entire range of search
options. This study examines all accessible choices, some of which are
exclusive to the advanced search. MSN Search utilises the LookSmart
directory and the Inktomi search engine database. It rece ives its sponsored
sites (ads) from Overture. On the basic search screen, MSN Featured Sites
and Directory results appear first. The advanced search only returns results
from Inktomi.
MSN search enables Boolean searching, proximity searching, truncation,
field searching, media type and file type restrictions, and field searching.
Relevance determines the ordering of results. MSN's advanced search is
the only one in the Inktomi family to offer the ability to sort "equally
relevant results" by date, depth, or title. Please note that this will only sort
records with same relevance ranking scores. The presentation includes the
title, a brief overview, and the URL. By default, MSN Search displays 15
results at a time. In the advanced search, customers can request displays of
10, 15, 20, or 50 entries at a time or modify their settings. There is also the
option to exclude the summary from the advanced search.
3.17 WISENUT This new search engine, which debuted in beta in 2001, has created its
own extensive database. WiseGuide categories are similar to Teoma's
automatically created, semantically related searches. It lacks complete
Boolean and advanced search capabilities.
WiseNut offers a single index database for web pages. There are currently
no additional databases or portal features available. WiseNut has one
partner website, namely Korea WiseNut. It offers proximity searching and
language -specific search limitations. By default, websites are ranked
according to their perceived importance. There is no option for
alphabetical, site, or date -based sorting. Title, 1 or 2 lines as they are, the
number of links to other matches from the same site, and the URL are
displayed in the results. WiseNut groups results by site, but assists the user
by displaying the amount of fu rther matches from the same site. WiseNut
displays the query, total number of results, WiseGuide categories, and the
top 10 search results above the search results.
WiseNut allows users to choose the presentation of the quantity of records
with or without a summary, enable or disable site clustering, select an
encoding scheme, and enable or disable WiseGuide categories.
3.18 FAST SEARCH AND TRANSFER Fast Search & Transfer (FAST) produced AlltheWeb's and Lycos' search
engine and database. Overture acquired t he web search unit of 1: \ST in
February 2003. munotes.in

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45 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Fast Search and Transfer launched their Fast search engine at
www.alltheweb.com in 1999. The first major expansion occurred in
January 2000 when their database appeared on the Lycos website. Fast
began with 80 million URLs and expanded to 200 million by August 1999
and 300 million by January 2000. In June of 2002, they exceeded 2 billion.
The search engine intends to index the entire indexable public web.
The FAST Search interface consists of a navigation bar, a search field, and
a few links at the bottom of the page. On none of the website's pages is
there much advertising. The Advanced Search interface is unique in that it
gives the user with more possibilities.
3.19 EXCITE This search engine provides two searc h options: concept and keyword.
Frequently, there are no substantial variations in the outcomes of two
distinct search types. The lack of Boolean searching makes it difficult to
identify specific information or a topic. A user can pick between a
directory search (similar to Yahoo!) or a keyword search on Excite.
The entire database is analysed and updated on a weekly basis by spiders
with specialised goals. One is dispatched to the What's New sites in order
to construct a database of newly -acquired URLs.
A second request is subsequently sent to return the page's content to the
Excite database.
The results of a search cannot be bookmarked. URLs do not appear in the
results. It is user -friendly and a fantastic starting point for current themes.
3.20 QUESTION 1. Explain in detail ‗Digital Media Society‘.
2. Discuss the evolution o Digital Media.
3. Discuss the revolution of digital media withing media spaces.
4. Explain the convergence in digital media.
5. State the effects of Digital Media.
REFERENCES About Zend framework? [online]. framework.zend.com. URL:
http://framework.zend.com/about/overview. Accessed 3 December 2010 .
Simon P. The next wave of technologies: oppor tunities from chaos. John
Wiley & Sons: Hoboken, NJ; 2010.
Citymark. Visualizing Web 2.0 [online]. Web communications 4Gov.
November 2008. URL: munotes.in

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46 http://markfaul.wordpress.com/2008/11/18/visualizing -web-20/. Accessed
16 January 2011.
Kargupta H, Han J, Yu P S, Motwani R, Kumar V, editors. Next generation
of data mining. CRC Press: Boca Raton, FL; 2009
Powers D. PHP solutions: dynamic web design made easy. 2nd ed.
friendsofED: New York, NY; 2010.
Vaswani V. Zend framework: a beginner‗s guide. McGraw -Hill: New
York, NY; 2010
Peacock M. PHP 5 social networking. Packt Publishing: Olton,
Birmingham; 2010
Evans D, McKee J. Social media marketing: the next generation of
business engagement. Wiley Publishing: Indianapolis, Indiana; 2010
Miller M. The ultimate web mark eting guide. Que: Indianapolis, Indiana;
2010.
Prestipino P, Phillips M, editor. Website Magazine. May 2010 ed.
WebsiteMagazine.com: Canada; 2010.

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47 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 4
UNDERSTANDING NEW MEDIA AND
CUSTOMER SERVICE
Unit Structure
4.0 Objective Of The Study
4.1 Introduction
4.2 What Is New Media?
4.3 Difference Between Old And New Media
4.4 How Print Organisations Are Learning To Adapt
4.5 What Is New Media Storytelling?
4.6 The Emergence Of You Tube
4.7 Understanding Customer Service
4.8 What Is Custom er Service?
4.9 My Role
4.10 Excellent And Poor Customer Service
4.11 Why Is Enhancing The Customer Experience Crucial?
4.12 Criteria That Contribute To Good Customer Service
4.13 Customer Service Is And Attitude
4.14 Individual And Double Bagger
4.15 Double Baggers
4.16 Question
References
4.0 OBJECTIVE OF THE STUDY  The objective of this unit is to focus and discuss:
 To grasp the characteristics of new media
 To understand the rules of writing for online media
 To begin writing online content
 Expl aining the meaning of customer service;
 Understanding your role in providing superior customer service
 Describe the importance of customer service; and
 Correlate selling and customer service.

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48 4.1 INTRODUCTION We've covered numerous areas of creative w riting as well as how to
practise and perfect it. As a result of the emergence of the new media, the
profession of creative writing has become more alluring and offers more
options. It is usually referred to as digital media, and it is crucial for
everyone of us to comprehend it so that we can adapt to the shifting media
landscape.
We must continually invent and improvise since we are working with a
new medium that is expanding each day. The medium is dynamic and will
continue to evolve; thus, we must likew ise rise to the occasion. The new
media as we refer to them today are not really novel. In India, it has
existed since the late 1990s. As print and television battle to maintain their
existence and relevance, the new media are advancing and becoming the
medium of the future. It is so active that alterations constantly punctuate
its expansion. Therefore, it is essential to remain connected, acquire new
technological skills, and be comfortable with the medium.
The new medium carries tremendous potential for a spiring authors of all
ages because it creates new opportunities. One of them is YouTube, which
has enabled several young people to exhibit their ability and originality
while also monetizing their work. There are opportunities for all types of
writers in the new media. It could include works of fiction, poetry, drama,
nonfiction, personal essays, and blogs. The immensity of the Internet is
overwhelming, with millions of websites offering every piece of
information imaginable. Writing for the new media is n ot a difficult task.
So, unwind. It is fairly easy.
One only needs to comprehend the fundamentals and then practise the
skill until it can be performed quickly. Writing on the Internet necessitates
a significant deal of speed, as websites want to be the fi rst to break news.
It also needs that you describe your tale in the simplest terms possible so
that everyone can understand it. As readers can be from any region of the
world, everything must be clarified. They may be unfamiliar with the
context or the ter minology you are employing.
You must also learn how to create concise text, as online users typically
want concise information and do not want to sift through hundreds of
words to find it. Writing for the new medium must differ from writing for
television or print. It is a style that will continue to evolve. It will be
livelier and more participatory.
It will integrate text, images, and sound into its narratives. As the audience
is diverse, so too will be the storytelling. This introduces us to the world of
the multi -media journalist, who wears many hats when working for the
new media, which has led to the exciting convergence of various channels.
When the internet did not exist a few decades ago, this was unimaginable.
How will you present the story? This i s just as vital as determining your
article's focus. Once you have worked on the structure of your feature munotes.in

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49 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR article or story, give it a title that contains keywords that can be detected
by a search engine, write an interesting introduction, give the piece s ub-
headings, and incorporate illustrations, graphics, and videos, and you can
be certain that your writing will attract readers' attention.
4.2 WHAT IS NEW MEDIA? What comes to mind when you hear the words "new media"? Regarding
the transmission and proces sing of information, one considers the Internet
and everything that may be accomplished through its use. The print
editions of newspapers and periodicals were static representations,
whereas the new media is dynamic, fast -moving, highly informative,
intera ctive, and able to incorporate graphic imagery and moving images.
The new media consists of websites, digital material, online news outlets,
blogs, vlogs, streaming audio and video, online communities, social
media, and virtual reality. It is a situation i n which change is the norm, as
technology advances and produces new possibilities and devices.
New media employs digital computer technologies to deliver and share
content.
Due to their vast and instantaneous reach, new media have transformed the
world int o a global village. Using reader feedback, new media can modify
their material to better suit their audience or gauge the direction of ideas
and issues. Year after year, evolving technologies will impact the future of
new media.
This digital revolution her alds the revolution of publishing due to its
capacity and capability to store huge quantities of data, as well as its ease
of retrieval and sharing of content.
The internet enabled information consumers to double as its producers and
distributors. Previous ly, only a select few had the means to accomplish it.
Now, you may do it from the comfort of your own home while
challenging the monopoly that prior media houses held.
4.3 DIFFERENCE BETWEEN OLD AND NEW MEDIA When we refer to old media, we are basically ta lking about mass media
most of the time. We are thinking of print, television and radio. While the
print media reigned, consumers were ready to wait for early morning to
get the news and patiently read it. Now, the span of patience to wait has
disappeared and consumers would rather have their menu of news, current
affairs and entertainment immediately. They want it as it happens.
While mass media was not interactive, the new media is vigorously
interactive.
Mass media users were seen as mostly passive, but new media users are
actively seen processing information as never before with speed and
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50 as they see how creative producers of the new media are turning the world
of information int o one that does not cease to surprise. In terms of speed
and amount of data churned out on a single issue, the new media attempts
to beat print, television and radio all through the day.
Within seconds, the new media can throw up thousands of pages of
information on a subject from different corners of the world. Large
amounts of information can be stored and archived. It can even be
hyperlinked so that it helps consumers understand more and see the larger
picture in all its dimensions.
The old traditional m edia which is essentially print, television and radio
are battling to stay alive and relevant. If print and television have to
survive, both will have to provide superior content as ultimately the
consumer is going to go where there is quality. New media o n the other
hand, is reaching out to millions of new consumers everyday, with content
that keeps them glued, as internet penetration increases all over the world.
Using social media, news reporters and media organisations can now
crowdsource information. I t can obtain both information and video from
inaccessible or difficult -to-reach regions where it is tough for reporters to
travel. Nonetheless, crowdsourced information must be validated to verify
its credibility.
Journalists and communicators can now inte ract with their audiences using
Chats, Facebook posts, Twitter, Instagram, and Google Hangout, among
other internet platforms. It is essential for the digital journalist to
comprehend what the medium is capable of, its limitations, and how it
may be utilis ed most effectively to disseminate information. They must
also comprehend the economics of operating an online business, including
how to attract visitors, keep them interested, and encourage them to return
for more material and interaction. They must comp rehend the metrics for
measuring visitor engagement and then sell that information to advertisers
to generate cash.
4.4 HOW PRINT ORGANISATIONS ARE LEARNING TO ADAPT Initial responses to the flood of new media by print organisations were
inadequate. Additi onally, they launched their websites and posted their
whole newspaper online. It failed because readers were not prepared to
read it. Also, it failed to attract advertising. It then occurred to print
organisations that news management on the web must be ha ndled
differently. They began writing differently for the internet. As the
treatment was unique, many of them employed specialised web teams. The
narratives were shorter and more concise. In addition, there were
opportunities for readers to connect with th e author and express their
opinions.
Print publications were likewise aware that the economics of digital news
were distinct. They became interested in the visitors to their websites, the
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51 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR preferred and disliked. This information was used to promote the website
to advertisers who desired to know the number of visitors the site
received.
In order to create a more robust and sustainable revenue model, print
organisations began investin g in research to influence these KPIs. They
had no option as print revenues were declining and online revenues were
increasing, while the advertising pie remained relatively unchanged.
The trend in print is toward shorter articles, similar to the new media . It
also provides longer versions of news stories on its website, whereas the
shorter version is printed in the newspaper. This strategy also helps
improve website visitors.
Recognizing that the newspaper and the internet are different mediums
that must b e treated differently, the website would frequently include
stories that are not in the newspaper.
Print companies have recognised the value of incorporating multimedia
material into their web sites. Therefore, it is not surprising that news
portals operat ed by newspapers and magazines publish films to explain the
tale. By adapting to television and the Internet, print media sources are
vying to remain relevant and retain the reader who has an abundance of
options. As media convergence is the new reality, i t is up to print
organisations to satisfy the news appetite of customers who desire both
legitimacy and quality in the era of information technology.
4.5 WHAT IS NEW MEDIA STORYTELLING? A few decades ago, grandparents narrated experiences, situations, and
happenings through oral storytelling. The written media informed them
with words. It was visually told on television. With the advent of the
internet, storytelling became much more captivating. The modern media
moghuls realised that they had access to a gl obal audience that could view
their content whenever they desired. Not only did the number of the
audiences rise, but the way in which stories were now told with the click
of a mouse was also novel.
You had images, but the enchantment of video and the acco mpanying
sound gave you a fresh perspective on how stories were delivered. It was
discovered that conversational approaches, storytelling, and chatty
language function particularly well on the web.
If we found them appealing, we may share them with our fri ends or others
who needed to see them. New media storytelling enabled us to tell tales in
a way that had previously been unachievable with the printed word: in a
way that is engaging and participatory.
4.6 THE EMERGENCE OF YOU TUBE Prior to 2005, people wh o wished to interact with large audiences through
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52 publishers, television stations, and the film industry. Instantaneously,
YouTube made it possible for anybody to reach a global audience,
motivating talented individuals to utilise a number of new multimedia
composition tools.
Almost everyone with web access on a computer or mobile device may
now create multimedia communications, ranging from movies resembling
film and television to entirely new forms of communication.
Additionally, grandparents are now using social media to communicate.
If they can accomplish it, so can anyone. It essentially means that we all
have the potential to become storytellers in new media.
Prior to the emergence of new media, our options for sharing personal
tales were restricted to oral or written communication. In fact, it worked
effectively for tales that were previously primarily told through words.
Both approaches enticed the audience
4.7 UNDERSTANDING CUSTOMER SERVICE 4.7.1 Introduction :
Service, also known as Customer Service "As firms see the benefits of
maintaining customer relationships through good support, it has become a
crucial business issue. Whether in a small customer service department or
a large cal l centre, the necessity of cultivating a valued relationship with
customers is crucial for sustaining the long -term growth of a firm. If you
do not provide customer service that makes your product 'better' than the
identical thing given by the competition, even the best product in the
world will remain on the shelf and collect dust. Customer service is the
lifeblood of any retail establishment.
When customer service is a retailer's lifeblood.
When we discuss customer service, we also discuss Standard Custom er
Service and Excellent Customer Service. Excellent customer service
requires providing clients with what they desire. This is simple to state yet
complex to comprehend and oftentimes challenging to execute! Great
Client Service involves customer pleasure , both with the services offered
and with the manner in which they are provided.
Client service is the fulfilment of the customer's requirements and
expectations, as stated by the customer.
"Meeting the wants and expectations of the customer" implies that you are
aware of what your customers want and what they anticipate, and you
consistently offer it. And to determine what your customers desire, you
must ask them!
Realizing the significance of customer service, the worldwide retailing
magazine 'Journal of Retailing' published a special issue titled 'Competing
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53 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR published because those that utilise service to develop strong customer
relationships would drive competitiveness, enhance cust omer loyalty, and
increase the efficiency of market activities.
As obvious as it may appear, many businesses launch customer service
initiatives without ever consulting with their clients. "As defined by the
customer" is a crucial phrase since it implies t hat if the consumer does not
view you as providing excellent customer service, you are not. Here, the
customer is the judge. Regardless of how brilliant your internal records
indicate you are, the only voice worth listening to is that of the client.
Theref ore, in order to have a great customer service endeavour, you must
know what your customers want, regularly give it to them, and solicit their
feedback.
4.8 WHAT IS CUSTOMER SERVICE? Customer service is a set of activities aimed to increase client satisfac tion,
which is the perception that a product or service has met the customer's
expectations. Customer service entails providing each customer with a
positive and memorable experience. Customers are satisfied when their
expectations are met or exceeded. Whe n customers see that the service
falls short of their expectations, they are unhappy. Thus, customer service
could entail:
 Taking care of the demands of customers
 Going above and beyond what is expected
 Integrity and value are added to every customer engag ement.
 Being at one's best with every client
Customer service, as defined by Lalonde and Zinszer, is "those activities
that occur at the interface between the customer and the company that
enhance or facilitate the sale and use of the company's products or
services."
According to Zeithaml and Bitner, customer service is the service that a
firm provides to support its core product. Customer service typically
entails answering inquiries, accepting orders, resolving billing issues,
addressing complaints, and e ven scheduling maintenance or repairs.
Customer service can occur in -person (such as when a retail salesperson
helps a customer locate an item or answers a question) or by telephone or
the internet.
Numerous businesses staff their customer care call centr es around -the-
clock. Typically, customer service is free of charge. Providing quality
customer service is vital to establishing and maintaining customer
relationships.
Customer service that contributes to shops' impressive sales figures is
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54 Today's retailers must respond to client needs on multiple levels, including
making the store an enticing destination, routinely refilling shelves, and
carrying the appropriate assortment of products. Simul taneously, training
for customer service employees on store floors has grown in importance
and intensity.
World -class customer service providers believe that customer service is
not a department, but rather a concept - a way of life - that should be
imple mented by all workers at every level of the organisation, and that
their people are what distinguish them from the competitors. It requires a
thousand concrete, minute activities undertaken by every member of a
business in order to maintain client satisfac tion. Good customer service is
predicated on customer retention.
4.9 MY ROLE As a salesperson, what am I responsible for? Am I truly significant?
Consider the following inquiries.
 Does the client recognise the Store Manager?
 Is the consumer familiar with t he Floor Manager?
 Is the customer familiar with the Category Head?
In that instance,
 with whom does the customer contact exclusively?
 Who has the ability to impact the customer's opinion of the store?
 Who can determine whether the customer will return?
You, as the salesperson, have direct touch with the customer.
 I represent the organisation.
 I am the store's public face.
 I represent the product/brand in public.
A few stark facts about the clients
 It costs 10 times more to attract a new customer than to ke ep an
existing one.
 A typical disappointed consumer will tell eight to ten individuals
about his issue.
 If you successfully handle a complaint, seven out of ten dissatisfied
consumers will return for future business.
 If you handle a problem immediately, 95 % of customers will do
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55 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR In order to enhance productivity and obtain an edge over the competition,
a business must provide exceptional customer service.
4.10 EXCELLENT AND POOR CUSTOMER SERVICE Good customer service has the following effects on customers:
Excellent customer service
 Creates a favourable impression of you and the store.
 Exceeds and meets consumer requirements
 Creates repeat and loyal consumers
 Gains more clients
 Resulting in profits
 Promotional activity
 Positive repute
Poor Customer Care
 Leaves a poor impression of you and the store
 Not even meeting the most fundamental consumer requirements
 Creates apathetic and non -returning customers
 Customer Support
 Losses clients
 Results in loss
 adverse publicity
 Negative impression
How will you make a customer feel good if you don't feel good about your
work as the service provider? How can you make someone else feel
exceptional if you do not believe that you are unique?
4.11 WHY IS ENHANCING THE CUSTOMER EXPERIENCE CRUCIAL? Every d ay, we have interactions with people and businesses that result in
experiences. We visit the coffee shop, fill up our gas tanks, and contact
our bank to transfer payments, among other activities. Our experiences
leave us with both physical and psychologica l traces. The physical
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56 impressions result from how we feel about the people and services we
encounter. This is referred to as "customer experience."
Customer Loyalty is heavily influenced b y the Customer Experience.
Building long -term commitment requires loyalty. People remember the
experiences they have had, particularly the very good and very unpleasant
ones, and they share these memories with their friends and co -workers.
Companies that p rioritise client loyalty have a significant competitive
edge over those that do not. Customer retention generates revenues, brand
loyalty, and new customer demand.
4.12 CRITERIA THAT CONTRIBUTE TO GOOD CUSTOMER SERVICE  an Attentive Listening: The salespers on must be able to concentrate
on what the customer is explaining, not on what is easiest for him to
comprehend.
 a Positive Attitude: Maintaining a positive outlook facilitates efficient
client service. A salesperson should be able to generate an upbeat an d
optimistic environment around himself.
 Effective and transparent communication requires employing basic
language, avoiding technical words, and speaking the customer's
language.
 an Instilling confidence in customers: In order to instil trust in the
custo mer that he has knowledge and knows what he's talking about,
the salesperson must have a thorough understanding of the product
and all relevant facts.
 Make the consumer feel important: While talking with the customer,
the agent's focus should not be divert ed to anything else.
 a Capability to calm ruffled feathers: The salesperson must be able to
handle any disagreements that may arise throughout the interaction.
Limitations on client service :
 Customers are an integral element of the salesperson's job and no t an
extension. The salesperson must recognise that customer service is
more essential than product sales.
 Laziness: Avoiding the customer out of laziness will not improve the
interaction.
 Poor communication skills: A lack of effective communication skills
leads to consumer confusion and hinders the ability to make for the
customer.
 Ineffective time management: Customer‘s dislike having to wait too
long for service. munotes.in

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57 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR  Poor time management causes customers to wait needlessly extended
periods of time, resulting in customer loss.
 Customers anticipate that you have a thorough understanding of the
thing you are selling. If the consumer does not receive answers to his
inquiries, he may be unable to purchase the product, resulting in the
loss of a customer.
4.13 CUST OMER SERVICE IS AND ATTITUDE To be devoted, you must be able to comprehend the significance of your
actions. Ensure that you continue to cultivate and maintain a positive
attitude towards your profession.
Let us examine a variety of life perspectives as re flected in people's views
regarding their jobs and their level of dedication to them.
4.14 INDIVIDUAL AND DOUBLE BAGGER: A person who places clients' groceries into bags in a supermarket is
referred to as "Bagger." Many supermarkets have a bagger stationed
behind the payment register. They remove the groceries from the pay
register and place them in bags.
To become a "Bagger," little or no education is required. At first glance,
the position may not provide many opportunities for growth. However,
like all o ther tasks, bagging can be performed in various ways with
varying outcomes, depending on the bagger's outlook on life.
Different attitudes toward your employment are possible. You have the
option of being a "Single Bagger" or a "Double Bagger."
Solitary Ba ggers: Single baggers are those who limit their own and others'
development.
Single baggers have a pessimistic outlook on their employment,
coworkers, and surrounding environment. They lack dedication and have
decided that their working hours are not a rew arding and worthwhile
aspect of their lives.
Single baggers use only one bag - hence the term - and are unconcerned
with the bag's security. The items are thrown into the bag at random,
beginning with grapes and potato chips and possibly ending with a bott le
of tomato ketchup.
This "tricky" operation is completed with little difficulty and effort.
Frequently accompanied by sighs, moans, groans, and other unmistakable
expressions of discontent. Single baggers feel victimised by their
conditions and moan abou t the pitiful salary, the lack of breaks, the
horrible draught from the door, and the bleak future prospects. Their body
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58 dark, their mouths are drooping, and their bodies are moving i n slow
motion.
If their co -worker at the cash register says, "Hurry up! Can't you see we
have a lengthy line?" The single bagger looks at his colleague with a blank
expression, shrugs his shoulders, and exclaims, "Well, what do you
expect? I only have two hands!"
That is why single baggers are so unique. They only have two hands; thus
they cannot accomplish much with their life!
4.15 DOUBLE BAGGERS: Double baggers are someone who both improve themselves and help
others improve.
Double baggers, like single baggers, have two hands, but they use both of
them effectively. Double baggers have a good outlook on life and are
devoted to both their professional and personal lives. They typically aim
for the finest in life.
Double baggers seal the bag with an additio nal bag, hence the name. They
organise and pack the groceries carefully and effectively. And they still
have the time and energy to greet clients with a grin and a nice comment.
They may even take the time to walk customers to their cars and help them
load their purchases while expressing gratitude for their patronage. "We
look forward to seeing you again soon!" The double baggers are
accountable for their own life. They recognise that absolute dedication to
their task is rewarded.
They encounter happier co nsumers, and they receive attention and praise
from their peers and superiors. In this way, double baggers improve their
own morale and sense of well -being, as well as their outlook on the future.
Double baggers have an optimistic outlook on life, are deep ly committed,
and take ownership of their accomplishments. They neither have the time
nor the desire for negative criticism or complaint. They spend their time
generating positive outcomes and fostering positive relationships.
The double bagger mentality p revents many confrontations between
individuals at home and at work and contributes to the resolution of the
majority of difficulties.
Single baggers and double baggers are present everywhere in society, not
just in supermarkets, but also in homes, public and private institutions.
There are single bagger and double bagger sales, personnel, attorneys,
waiters, managing directors, secretaries, guests, course participants,
customers, parents, and spouses, among others.
Individual baggers may be captives of the ir own attitudes. They have
reached a standstill. They lack the strength to continue. When -late, which munotes.in

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59 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR occurs frequently, a solitary bagger blames the weather, traffic, shortage
of parking spaces, and everyone else.
You can have the best product, the most effective marketing strategy, and
the best location. But nothing else counts if your contact personnel do not
deliver on their promises.
 Your client service should be great.
 Giving customers the idea that they are your top priority by making
them feel uni que.
 Providing each consumer with a great experience so that they would
be eager to return in the future.
 Respecting each customer individually.
 Anticipating and exceeding consumer expectations, and providing
them with a memento to remember you by.
The Nee d and importance of Customer Service
Customer service is the most important aspect in a company's success. If
you want to attract and retain clients, you must provide superior customer
service than your competition.
Remember that client retention, loyalty, and repurchase generate the
biggest revenues, not new customer acquisitions.
The majority of customer service is based on common sense. Provide them
with what they desire and ensure their satisfaction. If you merely handle
client complaints, issue refunds , and smile at them, you are offering only a
small portion of outstanding customer service.
Customer service also involves going the extra mile for the client, doing
all necessary to satisfy the customer, and making judgments that are in the
customer's bes t interest.
That does not imply that you should give the customer the store for free.
However, you must recognise when and how frequently the customer is
correct. When consumers attempt to take advantage of you or behave in a
disruptive or aggressive manne r, they are in the wrong. Customers may
not always be right, but they are always the ones that matter. This is the
sole point you must remember.
Customer satisfaction pays. Redesigning or changing the service delivery
system inside an organisation may nece ssitate the expenditure of funds on
staff training programmes and other expenses. Still, customer service
always pays off in the long run, and it pays off most in the form of long -
term customer retention.
While enhanced customer service remains a top prior ity for businesses, the
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60 and store client contact information only for use in mass -marketing
efforts.
Others monitor their customers' purchase history to gain a deeper
understanding o f their customers' purchasing patterns and to adapt
marketing messaging to a chosen group of customers. Others utilise one -
of-a-kind value -added services to create a one -of-a-kind purchasing
experience that distinguishes them from their competitors. Nevert heless,
the recognition of clients as the reason retailers are in business and the
corresponding emphasis on keeping customers satisfied continue to be the
focus of successful retailers in the present.
4.16 QUESTION 1. Discuss New Media. Explain the differen ce between Old and New
Media.
2. Explain what do you understand by New Media Story Telling?
3. What do you understand by customer service?
4. What do you understand by the terms 'single bagger' and 'double
bagger'? Explain with examples.
5. Discuss the importance of c ustomer service for a retailing
organization.
REFERENCES Gerson F Richard, Beyond Customer Keeping Customers for Life, Los
Altos, Calif:Crisp Publications, 1992.
Woods A . John and Ron Best Practice in Customer Service, New York,
American Association, 19 99.
Ratner Dave , Much Ado about Customer Service ,
w.w.w.DaveRatner.com
*****


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61 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 5
CSR AND NEW MEDIA, CRISIS
MANAGEMENT
Unit Structure
5.0 Objective of The Study
5.1 Introduction
5.2 Corporate Social Responsibility (Csr)
5.3 History of Csr
5.4 Emer gence of Csr In India
5.5 Public Relations Crisis Management
5.6 Seven Steps for Handling A Public Relations Crisis
5.7 Tools for Pr Crisis Management
5.8 Question
References
5.0 OBJECTIVE OF THE STUDY  define the term ‗CSR and stakeholders‘;
 trace t he history of CSR;
 understand the benefits of CSR;
 discuss the various publics of CSR; and
 comprehend the interrelation between CSR and Corporate
Governance
5.1 INTRODUCTION Corporations do not operate independently. In addition to their staff and
custo mers, they also interact with other businesses, the government, and
local authorities. All of these constituents are stakeholders, not
shareholders. A stakeholder is an individual or group that is not directly
involved with a business, but who may be influ enced by it in the future.
Businesses today recognise the importance of community relations and
environmental sustainability. In addition to working directly on the
product or service for profit, businesses can also opt to focus on issues
(social, environm ental, and developmental) relating to the product or
service they sell. Corporate Social Responsibility (CSR) programmes
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62 In this Unit, we will examine CSR and its relationship to business in
depth. We will also examine the function of stakeholders and how a
corporation meets its obligations to them.
5.2 CORPORATE SOCIAL RESPONSIBILITY (CSR) You may be unfamiliar with the term "Corporate Social Responsibility" or
have a hazy concept of what it comprises. In this section, let's attempt to
obtain an understanding of its specific meaning. We will define the word
and then examine its theory. Let us also consider why it is advantageous
and what the benefits are for a corp oration to engage in socially
responsible behaviour. The phrase will henceforth be abbreviated as CSR.
5.2.1 Definition of CSR :
CSR is a mechanism for corporations that ensures businesses' social
responsibility. This includes the public's financial, legal, and unrestricted
expectations of a corporation. It is a sound business principle to achieve
sustainable growth by offering financial, social, and environmental
advantages to all stakeholders.
It is common practise for corporations to accept social respons ibility and
act on it through various CSR activities. CSR attempts to have a beneficial
impact on a variety of social concerns pertaining to customers, internal
publics, society, and any other public -sector stakeholders. It is a means of
giving back to the community from which you operate and profit.
CSR is the management of a business in a manner that is legal, moral, and
satisfies commercial and social expectations.
It is a corporate strategy that promotes social development by offering
financial and soci al assistance to the general public. CSR is a concept with
numerous definitions and implementations.
Let's examine some of the most important definitions of the phrase.
CSR is defined by Howard Bowen as "the responsibility of businessmen to
pursue those po licies, make those judgments, and follow those courses of
action that are beneficial in terms of our society's goals and values."
"The social responsibility of business covers the economic, legal, ethical,
and discretionary expectations that society has of organisations at a given
time," according to Archie B. Carroll.
According to the UNIDO, corporate social responsibility is a management
concept in which businesses integrate social and environmental issues into
their company operations and relationships w ith its stakeholders. CSR is
commonly viewed as the means through which a business strikes a
balance between economic, environmental, and social imperatives.
Similar to any other concept, CSR is an emerging phrase. Previously, it
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63 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR technical, or legal requirement. Now, CSR is more accurately defined as a
strong feeling of social responsibility towards the general public.
In India, Section 135 of the Company Act was amended in 2013, maki ng
it mandatory for corporations to spend at least 2% of their average net
income on CSR for the three fiscal years immediately preceding or
succeeding. However, not all corporations are subject to this regulation.
This Act applies to corporations with a n et value of Rs 5 billion or more, a
turnover of Rs 10 billion or more, or a net profit of Rs 50 million or more
in a single financial year.
As stated previously, corporations with earnings must allocate 2% of their
average net profit to CSR efforts. This a ction was taken to ensure that
hugely profitable corporations take CSR seriously and are held
accountable if they do not.
Diverse corporations employ diverse methods to undertake their CSR
efforts. The most prevalent CSR activities include educational and health
promotion initiatives.
An internal foundation in which staff members participate as volunteers is
also a key activity since it creates a great deal of media interest. Programs
addressing themes such as homosexual rights, the eradication of
elephanti asis illness, and cleft palate are utilised less frequently due to the
specificity of their intended audience. It restricts the reach of a CSR effort
to a certain region or community.
Let's examine one example: The TATA group engages in numerous CSR
initia tives in a variety of fields. Some initiatives focus on community
development, while others aim to enhance the lives of the poor. Through
numerous NGOs, the group participates in empowerment initiatives for
women, rural community development, and other pro sperity programmes.
In addition, they make grants and donations to numerous educational
institutes.
TATA is also involved in healthcare activities such as immunisation and
AIDS awareness. Climate change, sports, the construction of hospitals,
educational i nstitutions, and sports academies, etc., are a few additional
areas in which TATA supports through its CSR activities. Under the CSR
umbrella, a variety of programmes and activities can be carried out at
different levels.
5.2.2 Advantages of CSR :
CSR is be coming an inherent component of modern corporate culture. It is
far more than a law or requirement. It animates the alleged biological
entity known as "corporation." A corporation maintains its overall growth
and favourable reputation through CSR. CSR prov ides several benefits
both outside and internally.
When discussing the external benefits of CSR on a broad scale, it can offer
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64 activities, such as the construction of a local park or sport s centre.
Plantations and cultivation programmes are highly valued in regions
where the plantation is less impacted by certain climatic conditions or is
negatively affected by them. Recycling is also well -received by the
general people because it benefits the environment and garbage
management.
Internal benefits are intended for internal audiences, such as employees. In
addition to attracting and retaining the greatest talent in the business,
corporate social responsibility gives employees a sense of purpos e while
performing their usual duties. CSR also contributes to business
sustainability, competitive advantage, and simpler compliance with legal
requirements.
To better comprehend the benefits of CSR, let's examine what else it
offers:
1) Public Image :
Compan ies that demonstrate a commitment to diverse CSR activities are
viewed as more humane than those who do not. However, remember that
commencing CSR initiatives is not sufficient. Corporate entities must
ensure that the public recognises them before their im age may improve. It
is that straightforward. Everyone would desire to associate with someone
with a positive reputation. If given the option, the client will choose to
purchase from someone who also serves society. A corporation can
develop a positive imag e through establishing ties with non -governmental
organisations (NGOs) through financial contributions, staff volunteerism,
and product/service donations, and making the public aware of their
participation. In a nutshell, well -planned CSR initiatives enhan ce a
company's public image and its relationship with its customers.
2) Media Exposure :
If you want a response from the public, you must make them aware of
your efforts.
The CSR activity will not attain its full potential if no one is aware of the
efforts a c ompany is putting into its CSR activities. CSR can be a
wonderful media platform for a corporation. Strategically managed CSR
efforts result in extensive media attention and robust media relations.
We are all aware that news stories produce a more favourab le impression
than commercials.
Once in the spotlight, however, the company must anticipate that the
media will scrutinise all of its previous and future endeavours. In
summary, a well -planned CSR programme is the key to positive media
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65 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 3) Employee Retention :
Every employee desire to work for a business with an ethical conscience.
It is conducive to morale and general development. It is encouraging for
an employee to be connected with a brand that is known for its dedication
to soci ety and strong values. And satisfied personnel lead to improved
performance.
Additionally, it helps retain personnel in today's competitive environment.
Specifically, CSR aids in acquiring and maintaining the industry's top
employees.
4) Recruit and Retain In vestors :
Investors are the individuals that inject capital into a company; without
them, no one can prosper. Donors are interested in how their cash are
being utilised. Investors are interested in a solid business plan, profits, and
a long -term CSR strateg y. They recognise that profit is not the only factor
that matters in business over the long term. When a company associates
itself with a cause and encourages its employees to participate in its
activities, it inspires the investor to go the extra mile and establish future
relationships.
Investors are more inclined to invest in corporations that maintain a
promise to their employees and customers and engage in CSR efforts with
societal impact. This indicates that the investor is more attentive to
socially r esponsible corporations.
5) Community Assistance
In addition to the internal and external publics, the community plays a
crucial role in any corporate organisation. Even after completing all legal
requirements, businesses recognise that it will be difficul t to function
without community support.
A suitable illustration would be the TATA Nano plant in Singur, West
Bengal.
Tata established a facility in Singur to produce their nanotechnology
marvel. The State government's enactment of agricultural laws pursua nt to
the Land Acquisition Act generated debate. This prompted farmers,
opposition, and social activists to protest. Protesting farmers attacked and
exerted great pressure on the entire enterprise. Mamata Banerjee started
the "Save Farmland" movement in su pport of the demonstrators. In
October 2008, despite the assistance of the state government, Tata was
compelled to relocate the whole activities of the Plant to Sanand, Gujarat.
5.3 HISTORY OF CSR 5.3.1 Emergence of CSR :
The industrial revolution ushered in mass manufacturing, necessitating the
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66 of their employees in order to boost output and maximise profits. This
could be a corporate choice for enhancing output or a suggestion f or
stakeholder wellbeing. At the time, there was no precise distinction
between welfare and gains.
Beginning in the 1800s, philanthropy began to emerge. However, it was
impossible to distinguish between the individual master's desire to do
good and the own er's profit -generating business choice. The company
enterprises accomplished a great deal of excellent work. Nonetheless, it
was never defined as social duty or philanthropy. It was frequently viewed
as a religious or employee -friendly act. The majority of the activities were
supporting the arts, constructing religious structures, donating to
educational institutions, etc.
Many scholars believe that CSR as it exists today began to take shape in
the 1950s.
Before and after the 1950s, Patrick Murphy classifie d CSR into four eras:
Everything prior to the 1950s is considered "philanthropic."
This period, from 1953 to 1967, is known as the "consciousness era"
because firms began to recognise their broad social duty.
1968 -1973 is regarded as the 'issue' era. Here, businesses began
identifying concerns they wish to address. Problems such as
discrimination, global warming, and poverty, etc.
1978 to the 1980s mark the end of the responsiveness period. And during
and after this time period, businesses began to view CSR programmes as a
serious management responsibility.
However, it is difficult to specify precise times for the aforementioned
classifications; Patrick's explanation is convenient and generally
consistent.
If we discuss the modern version of CSR as we know i t, Howard Bowmen
will receive credit for Corporate Social Responsibility. In 1953, he
released the book Social Responsibilities of the Businessman, which
addressed social responsibility and posed numerous pertinent concerns
(SR). Relevant is the question o f what responsibilities towards society
businesspeople can legitimately be asked to assume.
He was the first to attempt to define CSR or SR, which had been
extensively used previously. Bowman said that business is gaining power
and playing a greater role i n decision -making, and that with power comes
social responsibility. He also stated that CSR is not a panacea for all
societal issues. It can only guide firms to act appropriately in the future.
His definition serves as the foundation for the majority of Mo rden's
definitions of CSR.
This work brought so much to the simplification of the CSR concept that
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67 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR However, this entire era was characterised by more talk than action. This
was the moment when corporations beg an to embrace the concept of CSR.
In the 1980s and 1990s, there were legitimate attempts to compel
corporations to implement CSR programmes. Efforts were made to
streamline the entire procedure and increase corporate accountability. At
the 1992 Earth Confe rence, 48 corporations came forward voluntarily to
demonstrate their commitment to the environment. This action was
performed to boost volunteerism for social reasons.
Though it wasn't until much later that corporations began to see the
importance of CSR a s an image -building exercise. In 1995, when a large
corporation was accused of destroying the environment and was forced to
take severe measures to cover it up, many corporations began to realise
that they must maintain their reputation, and that CSR may p lay a crucial
role in gaining public trust.
In terms of prominence, CSR has achieved its apex in the present day.
Corporations comprehended the significance of CSR not only for the
benefit of stakeholders, but also for long -term company survival.
5.4 EMERG ENCE OF CSR IN INDIA India is the nation whose legislation made CSR mandatory for
corporations. The 2013 Company Act was enacted to make this possible.
However, the desire and activity of CSR are not new to India, and the
country has a history of charity. CSR has developed in terms of definition,
breadth, and reach as the Indian economy and its corporations have grown.
It originated as firms' charitable or philanthropic effort. Rather than well -
planned CSR action, religion or tradition were the primary moti vating
factors. Donations to temples and food for the destitute dominated the
charitable giving trend. It was more about assisting only when necessary,
as opposed to often. And the majority of philanthropic or charitable
activities was motivated by caste, religion, or political ideology.
During the 19th century, when large corporations such as TATA and Birla
were founded, the need and intention for social improvement and business
expansion were keenly recognised.
During the liberation fight, Indian enterpri ses were urged to demonstrate
their support for society. By proposing the notion of "Trusteeship,"
Mahatma Gandhi attempted to sway corporations in this direction. He
wished to put an end to the Indian businessmen' vision of ruthless new
capitalism. Gandhi Ji proposed as a socioeconomic concept that company
owners and wealthy persons should entrust other trusts with the care of the
public. To improve society, he desired the wealthier people share their
wealth with the needy. In such measures, the Marxist ap proach to
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68 Gandhi's principles motivated many enterprises to contribute to the
nation's social and economic progress. Significant contributions were
made in support of Gandhi's thought regarding Nai Talim, Dalit
Empowerment, and w omen's empowerment, among others.
After independence, when India embraced the concepts of mixed economy
and formed Public Service Undertakings (PSU), the private sector was not
at the forefront of corporate social responsibility (CSR). The introduction
of new labour and environmental legislation set the tone for corporate
social responsibility in India. The establishment of the PSUs was
motivated by a need for efficient allocation of resources. Nonetheless, they
were only partially beneficial with regard to CSR. This swung the
pendulum in favour of private and privately controlled corporations taking
more CSR measures.
In the 1990s, businesses gained the bravery to explore beyond standard
CSR efforts. They had begun to view it as a managerial procedure.
They began to view CSR as a sustainable corporate strategy. Globalisation
and economic liberalisation fostered this way of thinking and CSR.
India occupies a key place in emerging business markets, and each year
has witnessed the emergence of numerous new ente rprises.
Indian -origin enterprises and MNCs performed a substantial amount of
socially responsible activities. However, the majority of events and
initiatives were merely for show and did not reflect the actual spirit of
CSR. Some did it solely for public relations and media coverage. CSR in
India had not yet developed to its full potential.
Define the period between1968 -73 concerning CSR
Who is referred to as the father of CSR?
5.5 PUBLIC RELATIONS CRISIS MANAGEMENT What is Public Relations crisis managem ent?
It is the process of preparing an organisation for a major event that
threatens the organization, its reputation, stakeholders, or the general
public.
Public relations professionals play a vital part in crisis communication.
During a crisis, the main goal of a PR department would be to inform all
interested parties about the current situation, potential risks, and planned
actions. A well -prepared crisis plan should contain the first type of
message that will be sent out to the world.
This generic messa ge should restore trust in your organisation and give
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69 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR The public relations and marketing team is the first line of defence for
your company. Whether you leave the crisis unscathed depends mainly on
how well y ou handle Public Relations crisis management.
When should PR disasters be addressed?
First, you must understand when and how to react.
Therefore, let's begin with "when"
Not every negative remark becomes a Public Relations crisis that could
harm your brand 's reputation and necessitates the attention of the CEO.
When a corporate mishap becomes widespread in the press, the true
magnitude of the situation becomes apparent.
To evaluate the severity of the possible PR crisis, you can employ a triage
strategy. Ea rly evaluation of the issue will allow you to control the
situation and avoid wasting money on unneeded initiatives.
You must assign the appropriate hue to every circumstance you deem
dangerous: green, orange, or red.
Green tag :
Green indicates circumstanc es where no immediate action is required from
your company. For instance, a problem affecting one of your competitors
does not always damage your business.
However, there is a possibility that it will affect your business in some
way. Monitor the situation attentively and, if necessary, dispatch your
crisis response team.
Examine the Google search results closely. If your company is trending in
the media, you can change the tag from green to orange.
Orange tag :
The orange label is for situations that have t he potential to harm your
business and erode consumer confidence in your brand.
Consider one bad review among hundreds of positive ones. You should
keep an eye on the situation, but you should not yet call in your PR crisis
team.
Identifier :
Red indicates the need for prompt and decisive action. Your company's
reputation and income are in imminent danger, and you must contact your
PR response team immediately.
Code red refers to scenarios that may harm your brand's reputation or
disrupt supply chains. These types of crises may have a negative impact
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70 Typically, the most severe sorts of crises involve an executive scandal or
some form of sexual harassment. You wish to address this type of PR
issue expeditiously. Ideally, before y our audience and the media catch
wind of a scandal.
Consider that events can rapidly deteriorate from code green to orange or
even red within a few hours. Therefore, it is vital to regularly check the
situation.
How to prepare for a public relations crisis ?
 There is both bad news and good news.
 There is a strong likelihood that a crisis will strike your business at
some point.
 The good news is that you can establish a crisis communications plan
for your company and limit the harm.
Surely you already have a great public relations strategy. But what about
the strategy that can assist you manage public relations crises? Having a
comprehensive Public Relations crisis strategy in place helps ensure that
your personnel know what to do in a crisis situation.
Here a re the considerations you must make when building your crisis
plan!
 Monitor media coverage of your brand
We live in a constantly online environment. Social media enable everyone
to publish reviews and thoughts.
Almost certainly, the problem will commence o n communication channels
that you do not control. This is the worst -case situation because your
audience will identify the crisis before your public relations staff.
Unnoticed PR problems can swiftly snowball and impact your company's
bottom line.
To avoid an online crisis from escalating, you must be aware of what
people are saying about your brand or product.
Due to the expansion of internet platforms, it is impossible to follow every
online reference of your brand.
5.6 SEVEN STEPS FOR HANDLING A PUBLIC RELATIONS CRISIS. Not only is it vital to have a crisis communication plan in place, but it is
also crucial to know how to respond when a crisis actually occurs. If you
have doubts about the most effective ways to address a PR issue, we have
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71 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR These are our finest methods. Adhere to them, and you will have the
situation under control.
1. categorise the issues and do not overreact :
Not every negative comment about a brand represents a public relations
blunder. How ever, you should still reply to negative statements.
Simply avoid involving your CEO when responding to poor Google
reviews.
Consider the effect of the crisis on your company's overall performance
and reputation.
Some problems will resolve themselves. Reac ting to a bad message can
generate momentum and refocus your audience's attention on an issue.
Sometimes, in terms of reputation management, inaction is the best course
of action.
2. Act quickly :
Once you realise you are facing a PR problem, you must act i mmediately.
The passage of time is of the essence.
The sooner you address the issue, the more likely it is that you can control
the narrative and reduce the harm.
People anticipate a rapid answer. There will be no time to formulate a
thoughtful response.
Therefore, you should prepare some generic responses that you can
publish immediately or twitch slightly.
Consider the social media networks that will benefit your business. You
can make a statement on the Facebook page of your company, write an
article or blog post, or create a video.
Determine an effective communication channel for your consumers and
other stakeholders.
The objective is to make it appear as though you have the situation under
control. Later in the procedure, there will be opportunity for m ore
thorough explanations.
3. Identify the emergency reaction team :
Your personnel must be trained so they know what to do and how to
behave.
It is essential to identify the appropriate personnel and explicitly outline
their roles. If they do not know who should undertake particular jobs, even
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72 Typically, your customer service or social media team will be the first to
respond.
Customer service is permitted to speak directly with customers. They can
identify any public relation s difficulties before they reach a wider
audience, such as the press.
On one of the social media channels, an unfavourable view that has the
potential to go viral may arise. If one of your communication specialists
identifies the issue, there is still time to defend your organization's
reputation.
If the crisis escalates, you will need a trustworthy, comprehensive staff.
You should add various organisation members, such as:
 Chief Executive Officer with legal expertise
 Person in charge of communicating with the media
 Person accountable for communicating with other interested parties
 Person accountable for customer communication
 Someone with technical expertise
The team will work on the message you wish to convey, handle press
releases, and strive not to lose your consumers' trust.
This will guarantee that your crisis communications efforts operate
effectively and that everyone is in the appropriate location.
4. Assess the emergency situation :
The skilled employees must evaluate the PR mishap situation and take
appropriate action.
Each PR issue requires a unique approach and response.
The first activity of a PR crisis response team should therefore be damage
assessment and management.
The team should pick an acceptable reaction to a PR issue based on its
severit y and potential consequences.
After deciding what to do, the team should immediately begin mitigating
the effects of a crisis.
5. Create the concluding action plan :
You have the necessary holding statements to buy you some time. Now is
the time to draught the final action plan.
Your reaction will depend on the industry you operate in. There are,
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73 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR For starters, be honest. Attempting to minimise the damage is
understandable, but denying the problem, shifting b lame, or omitting
details will only exacerbate the situation.
Owning your mistakes will demonstrate that your organisation is mature
and prepared to rectify the damage.
6. Co operate with influential people:
When your brand, product, or service is under scr utiny, you should seek
out individuals who can vouch for it.
This is why you should consider influential figures and prominent public
figures who could advocate your brand during and after the crisis.
The key to a successful influencer campaign is selectin g the ideal partner.
The most relevant influencers are likely already discussing your brand.
A media monitoring tool will assist you in locating the most effective
influencers to assist you in handling a PR crisis.
After logging in, navigate to the Analysi s tab. There, you will find two
tables containing the most popular and active public profiles.
Obviously, you must still vet the names. Examine the sort of content they
post, the level of interaction under their postings, and the social media
sites on whic h they are active. Choose the ideal influencer to promote your
brand based on the analysis.
7. Analysis of a PR crisis :
The final stage is just as crucial as the preceding ones. Remember that you
can learn a great deal from your errors.
Therefore, it is cr ucial to assess the Public Relations crisis management
strategy.
What was performed well? What components failed? What can you do
better?
Now is the time to review your crisis response team's performance. Do the
members require extra instruction? Should yo u switch up the team's roles?
Add new individuals?
Examine the response to the PR messages you have issued. Could they be
improved in any way? Use alternative distribution channels? Modify the
tone? The language?
Performing a thorough evaluation of PR cris is management will provide
the necessary insight into the PR crisis strategy.

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74 5.7 TOOLS FOR PR CRISIS MANAGEMENT Once you are aware of what to do before to, during, and after a crisis, you
may choose to determine which tools could assist you in managing the
problem.
In addition to the media monitoring tool discussed previously, you should
conduct research and have a PR crisis management toolset in place.
First, you need a technology that facilitates communication with your
personnel. Slack is recommended since it enables you to conduct calls,
create specialised channels, and share files in a secure environment.
As you can never predict when a crisis will occur, you should have other
communication channels with your PR crisis response team. Phone
numbers an d email addresses should be kept in a separate file. Make
careful to frequently update the information.
How can a crisis response team avoid public relations mishaps?
Each PR professional desires to preserve a positive brand reputation. But
in light of the preceding information, you likely have one question: Is it
possible to completely avert a PR crisis?
Unfortunately, this is not possible. You are dependent on others, including
your suppliers, vendors, staff, and unforeseeable occurrences.
However, it is always possible to plan for a PR catastrophe. It is not a
simple assignment because you never know what will occur or how long
the situation will last.
When resolving a public relations issue, you should always anticipate the
unexpected.
5.8 QUESTION 1. Discuss CSR and state the advantages of CSR.
2. Explain the emergence of CSR in India.
3. Discuss the history of CSR.
4. What is Public Relations crisis management? When should PR
disasters be addressed?
5. State the seven steps for handling Public Relation s Crisis .
REFERENCES Nayan Mitra & René Schmidpeter (2016). Corporate Social Responsibility
in India: Cases and Developments After the Legal Mandate. Ebook:
Springer. Germany munotes.in

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75 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR P Kotler & N Lee (2008).Corporate Social Responsibility: Doing the Most
Good fo r Your Company and Your Cause. Wiley India Pvt Ltd.
www.unido.org
https://dl.bsu.by/pluginfile.php/66249/mod_resource/content/1/A _History
_of_Corporate_Social_Responsibility.pdf
http://www.mca.gov.in/
*****







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76 6
CAMPAIGN STRATEGIES
Unit Structure
6.0 Objective of The Study
6.1 Introduction
6.2 Campaign and Advocacy: An Explanation
6.3 Questions to Be Asked And Answers to Be Found
6.5 Strategies of Effective Campaign and Advocacy Programmes
6.6 Soliciting Support
6.7 Follow up Action
6.8 Question
6.9 References
6.0 OBJECTIVE OF THE STUDY  the pre -requisites;
 the strategies to be followed; and
 the procedures to be adopted for launching Campaign and Advocacy
Programmes, both for creating awareness and influencing;
 the public i.e., the consumer in general;
 the opinion makers, such as the media and other influential public
men; an d
 the policy makers, such as the parliamentarians, legislators, municipal
and other public bodies, as also various administrative authorities, in
respect of various consumer issues, in order to ensure effective
intervention in the realm of consumer protec tion, by bringing about;
 change in policy, where required, or;
 change in existing legislations, or enacting of new legislations, or;
 change in existing procedures, rules and regulation& or;
 effective implementation of existing laws, procedures and syst ems.
6.1 INTRODUCTION Definition of Campaign and Advocacy :
According to the Concise Oxford Dictionary Campaign is "a structured
course of saction for a particular aim, especially to arouse public
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77 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Advocacy means "to gain support through argumen ts and other ways for a
cause policy set." We can also focus upon what Dr. Nirmala S. Pandit,
Executive Director of National Centre for Advocacy Studies (NACS),
Pune has to say about the subject:
Advocacy is an act of giving support to a cause. A lawyer a dvocates his
clients' interest in the court. By persuasion he seeks to convince the judge
of the clients' point of view. This aids in resolving the issue between his
client and his opponent. This technique of solving, a disagreement or a
problem has come t o be known as advocacy. (Nirmala S. Pandit,
Advocacy: A Tool for Social change, Consumer Network, Vol. 2, No. 4,
December. 1995, New Delhi)
6.2 CAMPAIGN AND ADVOCACY: AN EXPLANATION Thus, Campaign and Advocacy together in regard to Consumer
Movement, indic ate identification of various consumer related concerns
that deserve attention. This might be either in terms of change or
continuation or initiation of a structured course of action \s(campaign) for
influencing and getting public support. Both among consu mer groups for
whom the charges in issue are considered significant as also effectively
convincing the policy makers and the authorities responsible to bring
about and implement the necessary adjustments through such a plan
(advocacy) (advocacy).
Campaign and Advocacy are thus a means to an end, involving mobilising
men, resources and information and identification of proponents, (i.e.
those who are known to be in support of the issues in question), opponents
(individuals or groups who are known to be not in favour of the proposals)
and the fence sitters (neutrals who have not yet made up their mind either
in support or against the proposal) and drawing up of a clear time bound
plan of action best suited to obtain the desired objectives of influencing
the p olicy makers and the authorities concerned to bring about the
required change
Types of Advocacies :
Today, advocacy is no longer relegated to attorneys alone.
There are two sorts of advocacy: I private advocacy and (ii) public
advocacy. When a person - it may be anyone - seeks to solve a problem in
a non -violent manner through negotiation, persuasion, persistence, and by
convincing the opposing side, they are performing advocacy, and when the
benefit is an individual, the advocacy effort is called "Private A dvocacy."
On the other hand, when efforts are made for the benefit of a larger
audience, the phrase "Public Advocacy" may be used.
It should also be noted that distinguishing between public and private
advocacy in real life can be quite challenging. In fac t, private lobbying
activities have spawned public advocacy campaigns on several occasions.
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78 Essentials/pre -requisites of a Campaign and Advocacy Programme :
Steps Involved in a Campaign and Advocacy Programme
Before initiating a campaign and advocacy progr amme, the first stage is to
identify and clarify the precise topic or themes of consumer concern,
including any associated sub -topics or sub -issues. This can be determined
by:
 interacting with different consumer groups and
 individual consumers
 usage of v arious products and services, as indicated by the results of
surveys, etc. undertaken by a variety of organisations and
disseminated via a variety of published reports, which may have
highlighted problem areas and difficulties requiring correction.
 contemp orary controversies highlighted in the media as a result of
existing policies or their absence, or as a result of inadequate or
flawed application of existing policy, rules, or procedure.
The Second Major Step Involved in a Campaign and Advocacy
Programme
The second step is to analyse the subject or topic in question so that the
particular changes1 action necessary are obvious, i.e. whether what is
required is a change in existing policy or continuance of existing policy as
opposed to any proposed change.
 change in existing law or continuity of existing law as opposed to any
planned change to it.
 the adoption of new laws
 modification of existing rules, regulations, or procedures, or
continuation of the status quo, as opposed to any suggested
modifications.
 a simple application of the current laws, rules, regulations,
procedures, or system
Success Formula for an Effective Campaign and Advocacy
Programme :
Rani Jeth Malani, an eminent lawyer and social activist, asserts that for an
effective campaign and advocac y programme, selecting the proper
problem is the first crucial stage. If this is not clarified, the entire
programme is likely to unravel. Moreover, in regards to the crucial subject
of campaign, the breadth of other campaigns and their potential impact
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79 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Ms. Jethmalani also expresses concern on the obstacles that are anticipated
to be raised by various vested interests. This necessitates the development
of an adequate framework by consumer advocates and campaigner s. The
type of suitable homework of which Ms. Jethmalani speaks includes:
i) accumulation of all pertinent facts
ii) clear formulation of the subject at hand
iii) formation of the necessary public opinion and education of the public
Overall, the formul a for campaign and advocacy success includes
thorough preparation, a suitable plan, and sincerity of purpose. (Rani
Jethmalani, Formula for Success: "Campaign "Consumer Network,"
September 1994, Vol. 1, No. 2)
6.3 QUESTIONS TO BE ASKED AND ANSWERS TO BE FOUND Before a campaign and advocacy programme can be designed and
launched with respect to the specified topics and issue as well as its
subtopics, if any, the following questions must be answered and precise
answers must be found: -
 What changes are requi red and why?
 What specific changes are required?
 Exist both short - and long -term solutions? If so, which should be
followed, or should both be included in the campaign?
 Exists a distinct picture of the timeframe and urgency for addressing
the issue?
 Who ca n be brought together as allies? Who else has an interest in the
topic?
 Are there specific groups that must be approached and convinced to
join the campaign?
 Who are the proponents and opponents of the issue? Are they
distinguishable?
 Who has the authority to resolve the problem or effect the necessary
change?
 At what level is action necessary for the campaign to be effective? Is
it a problem at the municipal, the state, or the national level?
 Given the required level of action, what is the most effective s trategy
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80  What tactics should be implemented? What specific activities must be
organised?
 Are the target groups that will be involved and challenged by these
actions well -defined and comprehended? Are the sequencing and
timing of the planned actions obvious, well -defined, and understood
by all parties involved?
6.4 STRATEGIES OF EFFECTIVE CAMPAIGN AND ADVOCACY PROGRAMMES The Three Basic Techniques Involved in Effective Strategy
 Developing an effective plan often involves the follow ing three
techniques: - Information and publicity
 Soliciting support : Techniques to influence people with the authority
to enact the necessary reforms, etc., and so ensure the success of the
campaign.
These three strategies do not exclude or replace one an other; rather, they
are complementary.
Information and Publicity
This comprises promoting awareness of the campaign and the issues
involved by: \s- Using the mass media, press releases, letters to editors,
interviews on T.V. and Radio, Cable TV/Cassettes a nd other audio -visual
aids. Organising public meetings to be addressed by popular public
personalities, celebrities‘ sad other popular persons, sympathetic to the
cause.
 Organising movable groups to travel widely.
 Involving schools and colleges were though t suitable.
 Preparation and circulation of posters, handbills, stickers etc. and
setting up hoardings.
 Associating specialists and professionals as well as relevant scientists,
etc. whenever possible in such debates to provide extra weight to the
effort.
 increasing the credibility of the campaign wherever possible by
supporting them with publications and declarations from international
organisations. such as this WHO and other U.N. bodies, as well as
National organisation such as the Bureau of Indian Standa rds, Food
Laboratories, Joshing Centres, etc.
 Involving the officials and authorities concerned wherever possible in
\s.. Seminars/Workshops/symposium munotes.in

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81 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR  Preparing detailed briefing material for Members of Parliament and
State Legislatures, Parliamentary Legi slative Committees, etc. with a
view to successful lobbying through Parliamentary and Legislative
processes such as Parliament Questions, standing Committee
deliberations, etc.
 Proposing Law Cases and Public Interest Litigation together with
considerable p ublicity for such activity.
6.6 SOLICITING SUPPORT Strategic planning is the essence of obtaining support from all possible
sources for the success of any campaign, especially if it is a struggle -
oriented movement. This support must be solicited from:
• the general public
• key social groups
• issue -related organisations
This can be accomplished most effectively by:
Identifying all possible factors likely to be concerned with the issues
involved in the campaign, both directly and indirectly, including
indivi duals and/or groups
 who are known to be in favour
 who are known to be opposed
 who are known to be on the fence and undecided.
 preparing briefly, papers best suited for each. group in the form of
easily readable pamphlets, etc. containing all information regarding
the issues involved in the campaign, covering factual, legal as well as
technical and political aspects if any.
 proper timing in approaching the media or the judiciary or in using
other tools of advocacy and campaign.
 networking with all likemind ed individuals and groups as also
responsive journalists and community leaders and other activists and
involving them effectively in the campaign by making full use of their
respective strengths.
Other Methods :
 signature campaign
 letter writing campaign, which must be a coordinated effort to convey
expressions of concern over the issues at hand to Newspapers,
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82  telephone campaign
 arranging meetings and public hearings and speaking before
committees, etc.
 organising peac eful demonstrations, processions, picketing, etc. with
the use of suitable banners and billboards.
 through boycotts and other forms of solidarity expression.
Influencing the Powerful :
This requires identifying those who are in a position to change the
situation and address the problem or issue at hand by being able to deal
with and make decisions regarding the numerous difficulties. involved in
the advocacy/campaign programme.
 These influential people may be: - professional organisations
 business communitie s.
 diverse decision -making authority at various organisational levels
Members of Congress, MLAs, or other elected officials
Among the tactics that can be used to influence them are: - providing them
with brief memoranda, policy papers, etc. that address th e core problems
of the campaign advocacy plan.
 initiating legal proceedings or Public Interest Litigation.
 presenting legislative draughts, revisions to existing laws, etc.
Conducting a workshop/seminar/symposium for the purpose of
hammering out the specif ics and involving as many influential
persons as possible, such as lawyers, doctors, politicians, etc.
What are the three basic techniques involved in an effective campaign and
advocacy programme?
Briefly examine information and publicity as a technique fo r effective
campaign 'and advocacy programmes.
6.7 FOLLOW UP ACTION No campaign and advocacy programme can be deemed successful and
have accomplished its mission unless appropriate follow -up actions are
taken.
6.7.1 Follow up to a Successful Campaign :
If the campaign has been successful and the relevant authorities have
decided to take necessary action to resolve the campaign's difficulties,
then munotes.in

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83 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR  it is crucial for all parties involved, including the campaign's major
actors, to know.
 Ensure that the measure s employed are sufficient to cover all aspects
of the campaign's topic/issues, including any subtopics/sub issues.
 that the changes are adopted in spirit as well as in text, and that they
have actually percolated to the level where the initial problems ar ose,
which was the campaign's starting point and objective.
 ensure not only the real changes brought about by the campaign but
also the services of the individual groups involved in the campaign
receive proper visibility.
Follow up Action in Case of Failur e:
If the specific Campaign and Advocacy Programme launched by a group
ends without successful redress of the campaign's issues, then it is
important to:
 to recommit resources to the subject by the same or other groups, if
the concerns involved are still r elevant and significant.
 to conduct a SWOT analysis (strengths, weaknesses, opposition, and
threats) to determine the reasons for the program's failure and to
relaunch the campaign and advocacy programme with fresh
enthusiasm.
6.8 QUESTION 1. What are the di fferent types of advocacies?
2. Explain in your own words what you understand by campaign and
advocacy.
3. Briefly consider the steps to be taken into account before a campaign
and advocacy programme can be launched.
4. Examine the follow up action to be taken in c ase of an effective
campaign and advocacy programme.
5. What is the follow up action to be taken in case a campaign and
advocacy programme fails?
6.9 REFERENCES • Publications of the Consumer Coordination Council (CCC), New
Delhi.
• Anju D. Aggarwal, A Practic al Handbook for Consumers, India Book
House Pvt. Ltd., Bombay, 1989
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84 7
VIRAL, GUERRILLA AND SPIN
MARKETING
Unit Structure
7.0 Objective of the Study
7.1 Phases of Viral Advertising
7.2 Various Viral Mechanisms
7.3 Examples of Viral Marketing
7.4 Viral Marketing Characteristics
7.5 Advantages and Disadvantages of Viral Marketing
7.6 What Is Guerrilla Marketing?
7.7 The History of Guerrilla Marketing
7.8 How Big Businesses are Using Guerrilla Marketing
7.9 How Small Businesses are Using Guer rilla Marketing
7.10 Spin Marketing.
7.11 Question
References
7.0 OBJECTIVE OF THE STUDY Viral Marketing :
Viral marketing is an emerging concept that allows for the compulsive
watching of frightening or informative content. It could be a video clip, a
TV commercial, a cartoon film, a hilarious picture, a poem, a song, a
political statement, or a news story that captures the attention of millions
of individuals overnight.
It is generally so engaging that individuals want to share it with as many
others as possible. Utilizing the network effect of the Internet, viral
marketing can effectively reach a huge number of individuals in a short
period of time. Success typically generates excitement. Word -of-mouth
and word -of-mouse are the two types of viral market ing.
Both rely on networks of people to disseminate information. It is quite
similar to viral fever, which can be transmitted from person to person. The
goal is to affect a large number of people simultaneously. Viral marketing
is utilised in all aspects o f life, including the political arena, where Prime
Minister Narendra Modi's campaign uses the Internet extensively and
engages in a discourse with the public every Sunday via radio.
Blogs provide businesses with valuable information into what consumers
believe and promote through their blogs. For advertisers, customer
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85 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR accurate gauge of the instant impact of commercials than any typical
market research recall poll could.
Justin Kirby (2 003) of viral marketing specialists DMC (www.dmc.co.uk)
claimed that three factors are necessary for viral campaigns to be
successful:
1. Creative content is the viral agent. The message must be original and
captivating for it to spread like wildfire.
2. Identifying websites, blogs, or individuals to send email to in order to
initiate the virus' propagation.
3. Monitoring the effect and calculating the return on investment for the
expense of producing the viral agent and seeding.
7.1 PHASES OF VIRAL ADVER TISING As previously said, Viral Marketing is also known as "word of mouth,"
"media leverage," and "network marketing." The three primary viral
marketing tactics are:
Promoting valuable goods or services - "Free" is the most alluring term
in a marketer's l exicon. "Cheap" and "Inexpensive" are also attention -
getters, but "Free" is more likely to make your marketing efforts go viral
and spread faster.
In addition to delivering product information, these phrases are frequently
used by viral marketers. This ma y not result in immediate riches, but it
will guarantee profits "soon or possibly for the rest of their life."
Attracting interest generates valuable email addresses, advertising income,
and e -commerce sales potential.
Transmittable : Viral marketing ensur es that your marketing
communications are easily transmissible and replicable: email, website,
graphics, software download. This type of marketing is most effective on
the Internet because it is simple, inexpensive, and quick from the
marketer's perspectiv e. The digital message must be concise and simple to
deliver. The classic example is "Get your free, private email at
http://www.hotmail.com/" at the end of every email message.
Utilizes existing social communication network : given that there are so
many s ocial media possibilities on the Internet, it is simpler for marketers
to make their marketing messages go viral. Everyone must simply forward
the message to eight to twelve people on their social network, the majority
of whom are their friends, family, or acquaintances, for it to go viral.
7.2 VARIOUS VIRAL MECHANISMS There are numerous forms of e -mail virus transmission mechanisms, some
of which are given here. munotes.in

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86 In this instance, e -mails are employed to propagate the message. It is an
email including a lin k to a website or an attachment, such as a video. At
the end of a commercial email, there is no harm in asking the initial
receiver to send the message to interested friends or coworkers. The
message must be innovative and engaging for individuals to want to share
it with others. Even if only one out of one hundred responses forwards the
email, it contributes to the development of a vast network. Additionally,
word -of-mouth helps increase knowledge of the email message.
Web -facilitated viral (e -mail prompt) - in this instance, the e -mail
comprises a link/graphic to a web page with 'e -mail a friend' or 'e -mail a
colleague' A web form is used to capture the e -mail address and,
sometimes, an optional message to which the email should be forwarded.
The corporati on then sends the buddy or colleague a separate message.
Web -facilitated viral (web prompt) - in this scenario, a web page, such as
a product catalogue or white paper, that provides a link/graphic to "e -mail
a colleague" or a friend. Again, an online form is utilised to collect data,
followed by the transmission of an email.
Incentivized viral is a separate form because email addresses are not given
voluntarily.
This is what is required for viral to truly take off. By offering an incentive
for supplying the address of another person, we can significantly increase
referrals. With the correct offer, this can significantly increase the
response rate. The reward is made available by email or a website. In this
instance, there is a risk of violating privacy regul ations because the
recipient's agreement may not be voluntarily granted. Typically, only one
subsequent email from the brand is permitted. Therefore, you should
consult with attorneys if you are considering this.
5. Web -link viral - online viral isn't just restricted to e -mail. Individual
links in discussion group posts or blogs are also included in this category.
In either case, it is essential to seed the campaign with as many online and
offline mentions of the viral agent as possible.
In conclusion, viral approaches build traffic through the use of e -mail
(virtual word -of-mouth) or actual word -of-mouth to disseminate the
information from one person to the next.
7.3 EXAMPLES OF VIRAL MARKETING Hotmail, the 1996 -launched, free web -based email service that c ontained
an embedded advertisement and direct link urging receivers to join up for
an account in users' outgoing messages, is usually cited as an early
example of viral marketing. This strategy led to the most rapid growth at
the time among user -based medi a companies.
The ALS Ice Bucket Challenge is another instance that highlights the
diversity of viral marketing. The ice bucket challenge existed prior to The
ALS Association's use of it to raise awareness and funds. However, the munotes.in

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87 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR widespread transmission of ALS Ice Bucket movies on social media
generated a worldwide phenomenon that dramatically enhanced ALS
awareness.
7.4 VIRAL MARKETING CHARACTERISTICS All examples of viral marketing, whether intentional or unintentional,
share three characteristics: the me ssage, the messenger, and the setting.
Each component must be utilised for a viral marketing campaign to be
successful. Any business size can launch viral marketing initiatives, which
can stand alone or be integrated into a bigger traditional effort.
These campaigns may employ many technologies (e.g., films, games,
photos, email, text messaging, and free products) to appeal to the emotions
of users or viewers, increase awareness of a noble cause, and make the
content easier to consume and spread. Influencer s who have a huge
network of followers are frequently utilised in viral marketing.
Using social networks as a "force multiplier," viral marketing is faster and
less expensive than traditional marketing initiatives. Since it can attract so
much traffic in a short amount of time, it can also garner notice from the
mainstream media. As messages are edited, misunderstood, deemed spam,
or called out for missing the mark, social media can also lead viral
marketing campaigns to backfire. Success in viral marketing can often be
difficult to quantify.
7.5 ADVANTAGES AND DISADVANTAGES OF VIRAL MARKETING Viral marketing enables businesses to advertise their products more
effectively by reaching people who would not normally be targeted by
their conventional marketing initiatives. This increased reach permits the
organisation to access new areas and perhaps grow its customer base.
When executed creatively, businesses can generate viral responses. In
reaction to McDonald's claim that their burgers do not decay, Burger Ki ng
shared photographs of a month -old, mouldy Whopper to generate
publicity. Burger King states that it employs only fresh ingredients and no
preservatives, which should provide customers with a superior and
healthier product. Its unappetizing -appearing bur ger was visual
substantiation of this assertion.
Traditional advertising initiatives are much more expensive than viral
marketing campaigns. When consumers share their favourable experiences
with a company's products and services with others, advertising i s
virtually free.
Because the Internet enables content to be shared fast and readily, viral
marketing can also result in exponential development. However, it is vital
to highlight that the speed and ease with which content is shared depends
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88 Occasionally, viral marketing generates an unintended response.
Consumers prefer to share negative news more frequently than positive
news, and studies indicate that negative news elicits a strong er emotional
response. Negative word -of-mouth may be detrimental to business and
often difficult to overcome.
It is difficult to verify if a lead or sale occurred from viral marketing,
making it tough to assess its impact. And there is no agreement among
firms over how to evaluate its success.
Customers will likely not share if they fear the viral campaign would risk
their privacy and security. As a result, the company's marketing aim is
unsuccessful, and its reputation may suffer. Future viral marketing
strategies may be negatively impacted by earlier failures.
Pros
 Wider reach
 Faster and exponential growth
 Lower costs
Cons
 Negative word -of-mouth
 Hard to measure
 Low virality
7.6 WHAT IS GUERRILLA MARKETING? Guerrilla Marketing is a form of advertising tha t emphasises innovative,
low-cost marketing strategies that produce maximum results.
In his 1984 book "Guerrilla Advertising," Jay Conrad Levinson invented
the phrase guerrilla marketing. The word guerrilla marketing was derived
from guerrilla warfare, a s ort of irregular warfare involving the
employment of small -scale tactics by armed individuals. A significant
number of these strategies incorporate ambushes, sabotage, raids, and
elements of surprise. Similar to guerrilla warfare, guerrilla marketing
emplo ys similar strategies in the marketing sector.
This unorthodox advertising approach largely relies on unconventional
marketing strategies, high levels of enthusiasm, and creativity. Guerrilla
Marketing involves surprising the consumer, leaving an indelible
impression, and generating an abundance of social chatter. It is believed
that guerrilla marketing leaves a considerably more lasting effect on
consumers than conventional advertising and marketing. This is because
the majority of guerrilla marketing effo rts try to connect with consumers
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89 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR

Guerrilla marketing: is frequently the most cost -effective way for small
firms to reach a wide audience. It is also utilised by large corporations to
complement ongoing mainstream media campaigns in grassroots
campaigns. Individuals have employed this marketing strategy to find
employment or additional employment.
(Image source: http://www.creativegu errillamarketing.com )
7.7 THE HISTORY OF GUERRILLA MARKETING In 4000 B.C., the ancient Egyptians employed papyrus to create sales
messages and wall posters. What we now refer to as traditional advertising
and marketing grew gradually over the ages, but di d not truly take off until
the early 1900s.
During this time, the primary objective of commercials was to inform
consumers about the product or service, rather than to entertain and
engage them.
In 1960, campaigns focused on spending heavily on advertising in various
mass media platforms, including radio and print.
Not until the late 1980s and early 1990s did advertising messages begin to
appear on cable television. During this time, the most notable innovator
was MTV, which aimed on encouraging viewers to tune in for the
advertising message rather than as a by -product of the featured
programme.
Agencies struggled to leave a lasting impact on consumers, while
consumers had become weary of being advertised to. The moment has
come for a change.
In 1984, Jay Co nrad Levinson coined the phrase "guerrilla marketing" in
his book "Guerrilla Marketing."
Levinson's previous positions include Senior Vice President at J. Walter
Thompson, Creative Director and Board Member at Leo Burnett
Advertising, and Creative Director and Board Member at Leo Burnett munotes.in

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90 Advertising. In his work, Levinson presents novel approaches to and
countermeasures against conventional types of advertising.
The objective of guerrilla marketing. was to employ innovative advertising
strategies on a limi ted budget. During this time, radio, television, and print
media were on the rise, but consumers grew weary. Levinson argues that
campaigns must be surprising, original, controversial, and intelligent. It
must generate buzz.
Small firms shifted their minds ets and adopted an entirely new marketing
strategy. The concept of guerrilla marketing continues to evolve and
expand in a natural manner.
7.8 HOW BIG BUSINESSES ARE USING GUERRILLA MARKETING

Guerrilla Advertising was originally intended for tiny enterpr ises with
little resources, but this did not prevent large corporations from adopting
the same philosophy
(Image Source: http://www.creativeguerrillamarketing.com)
Larger corporations have been supplementing their advertising campaigns
with unorthodox mark eting strategies. Some marketers claim that the use
of guerrilla marketing strategies by large corporations is not authentic
guerrilla marketing. Higher corporations have significantly larger budgets,
and their brands are typically well -established.
Using guerrilla marketing techniques is also significantly riskier for a
large company. In certain situations, their guerrilla antics may fail and
become a public relations disaster. Smaller firms do not face as much risk
because the majority of people will simp ly dismiss it as another
unsuccessful gimmick.
One such instance was the infamous 2007 Boston Bomb Scare that Turner
Broadcasting caused on January 31, 2007. What began as a guerrilla
marketing operation to promote a new film starring the Cartoon Network
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91 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR

(Image Source: http://www.creativeguerrillamarketing.com)
Turner Broadcasting, with the assistance of the guerrilla marketing firm
Interference, Inc., installed battery -powered LED signs mim icking the
'Mooninite' character on the animated television programme. The LED
signs were positioned throughout Boston, Massachusetts, and its environs.
The incident cost Turner Broadcasting and Interference, Inc. $2 million as
a result of the campaign. Th e campaign drew both positive and negative
reviews.
"No one could have anticipated that the Lite -Brite cartoon character would
cause a bomb panic. After removing the emotion, the campaign was
extremely innovative. That is what will be remembered. Many of t he
clients we work with want guerrilla marketing campaigns with an air of
mystery, but they do not fully get what this term entails.
Ewen may transform this experience into something the industry can learn
from by advising on its significance. He should b e speaking to industry
groups about this topic." Donna Sokolsky, San Francisco Co -Founder of
Spark PR
Evidently, many businesses have learned from their prior successes and
mistakes. Coca -Cola is a prominent brand that has been performing
exceptionally wel l.
The Coca -Cola Company created the "Happiness Machine" film with the
assistance of an interactive marketing agency in January 2010. In the
video, a Coca -Cola vending machine dispensed much more than simply
cool beverages. Using five deliberately position ed hidden cameras, the
film was shot at St. John's University in Queens, New York. The
responses of the students were entirely unplanned.
The video has received over 4.5 million views on YouTube since going
viral. It earned the coveted CLIO Gold Interactiv e Award in May 2010.
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92

(Image Source: http://www.creativeguerrillamarketing.com)
Coca -Cola chose to continue the 'Happiness' theme by producing several
more videos with the same concept aft er seeing the video's astounding
ROI.

(Image Source: http://www.creativeguerrillamarketing.com)
Red Bull and Austrian extreme athlete Felix Baumgartner established a
world record for the highest skydiving leap on October 14, 2012. The Red
Bull Stratos wa s an effort to send Baumgartner into the stratosphere at an
altitude of over 138,100 feet. Baumgartner broke the speed of sound after
jumping from a helium -filled balloon at an estimated speed of 833.9 mph
(1,342.8 km/h). It took 9:09 minutes to return to Earth, with 4:22 of that
time spent in freefall.
Moreover, Red Bull garnered much -deserved recognition for this
spectacular stunt. On same day, they also smashed social media records by
achieving over 8 million concurrent YouTube views. The team was able t o
accomplish this through the efforts of their social media team. By visiting
the Red Bull Stratos website, users could watch the jump LIVE, keep up
with the action on Twitter, and communicate with others on Facebook. munotes.in

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93 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 7.9 HOW SMALL BUSINESSES ARE USING GUE RRILLA MARKETING One of the most well -known examples is the film The Blair Witch Project,
which was marketed through guerrilla marketing. The Blair Witch Project
is a 1999 American psychological horror film produced with a small
budget and a camera by five graduates of the University of Central Florida
Film Program. The two launched an Internet campaign to disseminate
false reports about "the Blair Witch."
The trio designed a website dedicated to the Blair Witch to bolster the case
for this fake forest -dwel ling ghost. They utilised the slogan ‗Everything
you‘ve heard is true‘; In October of 1994, while filming a documentary in
the woods near Burkittsville, Maryland, three student filmmakers
vanished. After a year, their footage was discovered.

(Image Sour ce: https://blog.blcklst.com/essential -sundance -movies -
kathy -charles -on-the-blair -witch -project -5be221384159)
In April 1998, Bravo aired the preview, which garnered considerable
attention. The producer of the Bravo show Split/Screen requested that the
team create an independent website because Blair Witch comments were
dominating the show's official website and message board. People were
interested in this before the film was even completed.
"That's how everything got started. The website opened in the summ er of
1998 and in November, we found out we were accepted into Sundance
Film Festival. We had a great deal of buzz leading up to Sundance. It was
not due to our expenditures. Because we already had fans who hadn't even
seen the film. It was eye -opening, ac cording to The Blair Witch Project
co-creator Mike Monello.
The Blair Witch Project's worldwide total was $248,639,010.

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94 7.10 SPIN MARKETING In the contexts of public relations (PR), business, and journalism, spin is
the selective construction of facts a nd the manipulation of nuances to
support a certain narrative perspective.
Spinning is an example of propaganda. To spin anything is to transmit it in
a manner that alters the likelihood that people will see it in a certain way.
As a result, spin is delibe rately deceptive and can create the opposite
image of what would otherwise occur. False statements cannot be called
spin. However, in the process, inconvenient but relevant truths are
frequently suppressed and less significant but true elements are
accentu ated.
Spin has long been utilised for business reputation management and
product marketing. Using cloud washing, for instance, vendors associate
their products with the cloud movement, even though the reason may be
nothing more than the fact that a portion of the product relies on the
Internet. Similarly, greenwashing is done to give the impression that a
product or firm is more ecologically friendly than it actually is.
This usage of spin is derived from its association with storytelling, as in
"spinning a yarn." This term was originally recorded in 1812 as a sailor's
idiom for narrating a narrative while executing a task such as yarn -
spinning or twisting.
When relationships became the primary focus of public relations activities,
spin (i.e., making somethi ng appear better than it is) became detrimental to
long-term public relations objectives. And this is because spin damages
the most fundamental and healthy relationship ingredient: trust.
Spin can take many different forms. On one extreme of the scale is l ying,
whether by commission (saying it outright) or omission (deliberately
omitting crucial information). Exaggeration, on the other hand, involves
making a product or service appear better than it actually is. Whether it
involves lying or exaggeration – or something in between – spin hinders
an organization's efforts to develop meaningful relationships by destroying
trust.
Notably, the trend toward connection building does not diminish the
profession's reliance on persuasion. Professionals in public relati ons
devote a great deal of work to persuading a business's numerous
stakeholders that the organisation is deserving of a connection. This is
accomplished by demonstrating the organization's responsiveness to
stakeholder requirements. This requires adapting policies, views, and
goods to the needs of stakeholders.
Public relations practitioners have always understood the significance of
senior management influence. Beginning in the 1970s, more and more
public relations practitioners began to define themselves as
"businesspeople first and communicators second." Consequently, public munotes.in

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95 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR relations grew more focused on defining quantifiable targets associated
with company objectives and providing a tangible ROI (return on
investment). Ultimately, if firms were to inve st in public relations
initiatives, they deserved to know what "return" they could anticipate.
Did the organization's reputation improve as a result of the public relations
activities? If yes, then how? Did it boost sales? How can you tell? The
necessity t o "show outcomes" has spurred numerous developments in
public relations measurement, most notably in social media, where
corporations are still evaluating the value of interaction.
The emphasis on business strategy increased the number of public
relations experts in senior management, where they could provide
feedback prior to the formulation of policies or the creation of products.
As a result, public relations became more effective as proactive PR
initiatives replaced reactive ones.
With proactive public relations, firms may plan and implement plans and
tactics on their own timetable, as opposed to being forced to respond to a
PR problem. In these reactionary situations, companies will be most
tempted to spin the truth in order to make things appear bette r than they
actually are. Although it is hard to completely avoid reactive public
relations, many PR issues can be avoided with proactive planning.
Initially, in the early 20th century, public relations were primarily
concerned with media relations and pub licity. As a result, the majority of
practitioners were former journalists who comprehended news and how to
build an effective media story.
However, public relations is now much more expansive. Public relations
professionals also work in employee relations , investor relations,
community relations, public affairs, lobbying, and social media, among
others. As the scope of the profession has grown, so too has the skill set
required for success.
Writing is the primary talent required of public relations profess ionals.
However, employers also seek for research capabilities, interpersonal
communication skills, media and cultural literacy, critical thinking skills,
and business expertise (i.e., what makes businesses more effective).
Currently, integrated marketing communications (IMC) or integrated
strategic communications (ICS) mix advertising, marketing, and public
relations. Under these integrated models, public relations collaborate more
closely with advertising and marketing to develop consistent messaging
and tactics and gain cost savings.
Presently, public relations are practised globally. In reality, some of the
profession's most rapid expansion is occurring overseas, particularly in
developing nations and growing markets. Wherever or whenever public
support is crucial to the success of an organisation, public relations will be
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96 Below are the principles of Spin Advertising:
 It’s not our job to put a clean shirt on a dirty body
Many believe that this is the primary responsibility of a public relations
professional: to make something look better than it truly is. Using
excitement, deception, diversion, and perhaps plain lies, the practitioner
employs "spin" to put a positive spin on a person or thing that is
fundamentally negative.
While spin may be effect ive in the short -term, it is counterproductive to
achieving long -term public relations objectives. If our goal is to establish
and maintain relationships, then spin undermines the most crucial element
of a strong relationship: trust. Once gone, it is extre mely difficult to
recover that trust. Consequently, the relationship is in peril at that point. If
your audience has the option to be in a relationship with you or not (for
instance, if there are equivalent items or services on the market), it may
choose t o end the connection.
Even if the public chose to remain loyal, a loss of trust will be costly.
Stephen Covey and Rebecca Merrill claim that trust is swift in their book
titled The Speed of Trust. In other words, when you have a trustworthy
business relati onship with the public, you do not need to spend a
tremendous deal of time analysing every piece of information. (Read the
citation on the slide)
As in all aspects of life, trust in business is an important commodity.
Practitioners of public relations can assist firms in developing superior
products, policies, and services and in communicating more effectively
with all of their audiences. They may ensure that their publics are "heard"
and that, as much as possible, everything the organisation does is in the ir
publics' best interests.
 Practicing public relations proactively, whenever possible.
Freedictionary.com defines "proactive" as "managing a situation by
forcing something to occur rather than waiting to respond to it after it
occurs." Public relations ar e more effective when they are planned,
deliberate, and managed. Reactive public relations place an organisation
on the defensive and foster an atmosphere conducive to spin.
In order to maintain proactive public relations, organisations must
continuously m onitor multiple surroundings, evaluate connections, and
identify and track concerns that may affect the organisation. Research
demonstrates that early action might have prevented the majority of
organisational catastrophes. The objectives of "issues tracki ng" are to
avoid difficulties and seize opportunities.
In terms of relationship management, firms should regularly replenish
their "reservoir of goodwill" or "emotional bank account." Both of these
analogies refer to handling relationships proactively and deliberately. If munotes.in

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97 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR the reservoir of goodwill is filled, something will remain in times of
drought (a crisis with a specific stakeholder or stakeholders). Similarly, for
the emotional bank account. Even if there is a large withdrawal (i.e., a
crisis), you wil l still have something left if it is full.
 Never refuse an opportunity to tell your side of the story.
This is among the most frequent public relations mistakes. Someone else
will tell your side of the story if you don't: a former (angry) employee,
competi tor, victim, or disgruntled neighbour. If the media is producing a
story, a quote is required. Let it come from you, and not from these
individuals.
When the news is negative, numerous organisations refuse to speak with
the media.
They instead respond with "no comment." However, "no comment"
signifies "guilty" to the public. It also signifies "we're not cooperating."
By delivering your side of the story (particularly in a negative
circumstance), a public relations specialist can assist "frame" the tale in
the best possible light – without, of course, making a negative situation
appear better than it is (i.e., spin).
In reality, however, there are typically numerous legitimate "frames" that
might be applied to the same circumstance. Typically, the media will
choose the most dramatic frame since it makes for a more compelling
story. Your responsibility as a PR professional is to ensure that the frame
is fair and truthful, and if required, to recommend an alternative frame that
more correctly reflects the situat ion's reality.
All of this necessitates that the organisation collaborates and assist the
media in obtaining a story. Understanding a journalist's job, from what
they need to when they need it, is essential for developing positive
connections with the medi a.
 Be a bridge, not a barrier.
There are at least two distinct approaches to public relations, and they are
diametrically opposed. One technique to practise public relations is to
serve as a barrier between an organisation and its publics. This type of
public relations employs unidirectional communication, does not listen to
stakeholders in any meaningful sense, disregards the media, and employs
spin to enable a company avoid taking responsibility. If the organisation
wishes to preserve ties with its stakeh olders, "barrier" public relations are
ineffective, at least in the long run.
Short term, a barrier can be effective. But as soon as the stakeholders
realise they have been lied to, misled, or just ignored, they will leave (i.e.,
utilise a different produc t or service) or complain if they are unable to
leave (i.e., neighbours near a factory, etc.). munotes.in

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98 Long -term, however, being an obstruction is counterproductive to
corporate objectives.
Moreover, in today's environment, when transparency is becoming
increasing ly vital, barrier public relations are ineffective.
Much more effectively (and ethically) practise public relations by serving
as a link between an organisation and its publics. Practitioners who view
themselves as bridges engage in two -way communication w ith the
organization's stakeholders, engage in transparent discourse via social
media, and respond positively to the demands of journalists.
There is no need for more spin doctors in the world. However, it requires
bridge -builders who can facilitate discou rse, promote mutual
understanding, and establish cooperative, mutually beneficial connections.
7.11 QUESTION 1. Discuss Viral Marketing and explain its characteristics.
2. Explain the advantages and disadvantages of Viral Marketing.
3. Write in brief the History of Guerrilla Marketing.
4. What is spin, and why is it counter -productive to long -term public
relations goals?
5. What does spin destroy in a relationship?
REFERENCES Amey, L. ―Marketing Library Services: Lessons from the Private Sector‖.
APLIS 6.2(1993). Pri nt.
Chaffey, Dave. e -Business and e -Commerce Management: Strategy,
Implementation and Practice. 2nd ed. Delhi: Pearson Education Ltd.,
2004.Print.
DeSaez, E. Marketing Concepts for Libraries and Information Services.
2nd ed. London: Facet Publishing, 2002. Print.
Gupta, D. K., et al. Marketing Library and Information Services:
International Perspectives. Munchen: K.G. Saur, 2006.Print.
---. and A. Jambhekar, eds. An Integrated Approach to Services
Marketing: A Book of Reading on Marketing of Library and Info rmation
Services. Mumbai, India: Allied Publishers Private Unlimited, 2003.Print.
Jain, A.K., et al., eds. Marketing Information Products and Services: A
Primer for Librarians and Information Professionals. New Delhi: Tata
McGraw Hill, 1999.Print. munotes.in

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99 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR ---. Mar keting of Information Products and Services. Ahmedabad: Indian
Institute of Mangement, 1994.Print.
Liu, Lewis G. ―The Emergence of Business Information Resources and
Services on the Internet and its Impact on Business Librarianship.‖ Online
Information Rev iew 24.3 (2000).Print
Mi, Jia, and Nesta Frederick. ―Marketing Library Services to the Net
Generation.‖ Library Management 27 .6/7( 2006): 411 -422.Print.
Pantry, Sheila, and Peter Griffits. Creating a Successful e -information
Service. London: Facet Publish ing, 2002.Print
Rowlands, Ian, et al. ―The Google Generation: The Information Behavior
of the Researchers of the Future.‖ ASLIB Proceedings 60.4 (2008): 290 -
310.Print.
Rowley, Jennifer. Information Marketing. Adlershot: Ashgate, 2001.Print.
Saxena, R. Mark eting Management. Delhi: Tata McGraw Hill Publishing
Co. Ltd., 1998.Print.
*****




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100 8
UNDERSTANDING SOCIAL MEDIA AND
BUSINESS
Unit Structure
8.0 Objective of the Study
8.1 Introduction
8.2 The Impact of Social Media
8.3 Advantages of Social Media
8.4 Disadvantages of Social Media
8.5 Aida Enters the Internet Era
8.6 Variations of Social Media
8.7 Social Media and E -Mail
8.8 Management of Brand Perception
8.9 Additional Social Media for Business
8.10 Online Social Networks and Communities
8.11 Community Building Principles
8.12 Virtual Universes
8.13 What Is Social Media Marketing?
8.14 Develop Relationships:
8.15 Social Media Marketing Plan:
8.16 Improving Communication and Connection With Crucial Audiences
8.17 Plan of Action for Social Media Marketing
8.18 Social Media Objectives for the 20th Century:
8.19 Create and Curate Compelling Social Media Content
8.20 Video Content or Bust
8.21 Tools for Social Media Marketing
8.22 Questions
References
8.0 OBJECTIVE OF THE STUDY  define social media and Business
 identify some aspects of social Media marketing
 Discussion and analysing Business through Social Media Marketing
8.1 INTRODUCTION Engaging clients via social media affords them the opportunity to
communicate with the brand onlin e. munotes.in

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101 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Customers can be attracted to company -owned websites by allowing them
to download and contribute material, personalise web pages, and engage in
one-on-one communication. All of these opportunities can be multiplied
with the use of social media.
Social M edia are characterised as:
"A phrase used to characterise internet media that is built on dialogue and
interaction between individuals. It can take the shape of Internet forums,
web logs, social blogs, micro -blogging, wikis, podcasts, images, videos,
ratings, and social bookmarking. Blogs, image sharing, vlogs, wall
postings, e -mail, instant messaging, music sharing, crowd sourcing, and
Voice over IP, to mention a few, are examples of technologies." "
Social media can also be defined as an internet -enabled technology that
enables individuals or organisations to share, generate, or exchange
information, professional interests, and/or images/videos with virtual
communities and/or networks. The content is developed not as a corporate
monologue, but as a discuss ion, with all participants able to contribute
content and discuss, amend, and rate each other's contributions. Twitter,
YouTube, Facebook, Instagram, Snap Chat, LinkedIn, and other well -
known social media platforms thrive on the number of likes, shares, an d
tweets a person or business receives.
8.2 THE IMPACT OF SOCIAL MEDIA Social media may be the greatest significant change to marketing since the
subject was recognised as a separate discipline. Before the advent of social
media, marketers had complete con trol over all marketing messages that
reached the public. However, marketers no longer have control over the
brand; it is greatly influenced by the opinions of consumers and others on
social media. US television executive Don S. Hewitt (2006) famously
rema rked, "the businessman simply wants two things said about his
company: what he pays his public relations and advertising professionals
to say, and nothing else."
This age has now gone. In the past, an unhappy client could only share his
experience with fr iends and acquaintances, or submit a letter to a
newspaper or magazine, but their effect was limited. Now, the Internet and
social media enable a single unsatisfied client to instantly reach hundreds,
thousands, or even millions of people. These recipients can then forward
the word to untold other masses of people, causing it to become instantly
infectious. Whether marketers —or, more precisely, the organization —
perceive this loss of control as an opportunity or a threat will likely decide
that organization' s success in this new marketing climate. There are both
benefits and drawbacks to social media market ing


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102 8.3 ADVANTAGES OF SOCIAL MEDIA  Enhance the consumer's experience in multiple ways; it not only
allows them to voice their opinion, but also gives t hem the impression
that the company takes their opinions and input seriously.
 Brand awareness - As consumers peruse the firm's websites, they
learn a great lot about the company and its products and services,
which has genuine value if they read posts from other customers.
 Serves as its own marketing tool; CGC promotes the company's
products and/or services through favourable reviews from other
consumers and users, so generating positive word -of-mouth.
 Information distribution : social media marketing can al so be used
to promote the diffusion of a positive image of a brand, product, or
organization's message.
 Relationship marketing : it can assist marketers in establishing long -
lasting, healthy relationships with their customers by addressing their
complaints instantly.
8.4 DISADVANTAGES OF SOCIAL MEDIA The corporations have lost control to the extent that they have no say over
what is being discussed by their clients on numerous social media sites.
Whatever is mentioned can either be beneficial or detrimental to the firm.
 False views can drive away other consumers - A negative comment
can alter other customers' perceptions of a company's goods or
service.
 Manipulation of facts; inappropriate language, spam comments, and
insults are examples of common scenarios that can harm a company's
reputation.
 Immediate dissemination of information - the bad message spreads
like wildfire to tens of thousands of people at once, culminating in a
catastrophic loss. It becomes extremely challenging for the business to
recover fr om this loss.
Therefore, it is undeniable that customers interact with brands and
participate in marketing on a scale that most marketers did not consider a
decade ago.
8.5 AIDA ENTERS THE INTERNET ERA In social media marketing, the AIDA model outlined in traditional
marketing has been expanded. In the original model, the action, which is
typically a purchase, is the culmination of the sequence of events. In social
media marketing, however, the following characteristics should be added: munotes.in

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103 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Attention, Interest, Desire, Action, and Tell (AIDAT), where the letter T
signifies that customers should be encouraged to "tell someone about it."


8.6 VARIATIONS OF SOCIAL MEDIA The use of social media by various businesses is now widespread. As
consumers conduct brand re search online and learn about items from other
customers via various social networking sites, it becomes crucial for
businesses to be visible on these platforms. Utilization of Facebook,
Instagram, and Snap Chat by the majority of businesses is a highly
effective strategy. In addition to this, marketers also frequently use the
following social media platforms: The social media choices are really
valuable for raising brand awareness and generating buzz, but they may
also be efficient for generating sales whe n clients read about the brand and
make purchases on the business's website or offline.
Therefore, marketers must be very clear on the objectives they wish to
achieve through social media networks and choose a medium accordingly.
Some of the most popular social media platforms are discussed here.
8.7 SOCIAL MEDIA AND E -MAIL Typically, marketers include "follow us" buttons in their e -mails so that
recipients can click on them and be directed to their Facebook, Twitter, or
other social media profiles. Althou gh this strategy is somewhat effective
in generating online inquiries and debates, the majority of the time these
emails get up in SPAM filters and are never seen by customers and
prospects. Consequently, some marketers favour social media campaigns
over e mail campaigns.
8.8 MANAGEMENT OF BRAND PERCEPTION Brand perception is the picture formed by people online about a brand,
website, or individual. This is the image that people have built, not what
the firm wants people to believe. This has been possible a s a result of
consumers freely expressing their opinions on numerous social networking
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104 platforms. Consequently, it becomes essential for businesses to watch
various social networks and interact inside them in order to preserve their
brand name.
There are n umerous instances of brand failures as a result of customers
posting poor evaluations on social networking sites. Companies must
proactively manage their online brand image and become genuine
participants in online conversations about them.
Whenever a comp any makes a mistake, it must apologise, report the
corrective efforts done, and engage in online communication with
bloggers and others discussing the problem. It is now about sincerity,
openness, consistency, and two -way communication with clients.
8.9 AD DITIONAL SOCIAL MEDIA FOR BUSINESS There are numerous additional commercial applications for social media.
Businesses post videos to YouTube before embedding them on their
websites. Small firms create promotional videos with a superimposed
phone number and distribute them online. The business uploads images to
Flickr and imports the photo stream into the blog. It helps them diversify
the photographs on their blog. Wikipedia is also a significant platform for
disseminating information to large audiences. Yah oo and Google are other
resources for product reviews and other essential information.
Social bookmarking platforms allow users to share and comment on their
favourite pages online. Online forums, often known as bulletin boards, are
locations where users c an publish e -mails on particular topics for other
users to read. Online gaming generates vast groups with shared interests.
Finally, marketers are able to acquire advertising space, develop
programmes, and put them on numerous social networks.
8.10 ONLINE SOCIAL NETWORKS AND COMMUNITIES As previously noted, social media is a significant phenomenon that is here
to stay. Today, the majority of businesses choose to announce their
products and services via social media before broadcast and print media.
This med ium's advertising expenditure is expanding daily. Everyone,
whether they are company leaders, professionals, college graduates, or
housewives, is too active in social media and spreading the word; thus, it
is crucial to grasp the two most important types o f social media: social
networks and online communities.
In his book Marketing to the Social Web, Larry Weber (2007) defines
social networks as "members -based communities that enable users to join
to one another based on mutual interests and by invitation." E-
communities, on the other hand, are "websites where individuals
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105 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 8.10.1 Social Systems :
According to Wikipedia, these are "social structures consisting of nodes
(gene rally individuals or organisations) that are connected by one or more
specific types of interdependencies, such as values, visions, idea, financial
exchange, friends, kinship, dislike, conflict, trade, web links;. Disease
transmission (epidemiology), or ai rline routes" (2008). They are founded
on the concept of six degrees of separation, which states that each person
is connected to every other person in the network by up to six persons.
It only requires introductions from those in between you and him. The re
are both commercial and personal social networks, but the lines are
blurring as corporations move to where consumers congregate. Facebook,
LinkedIn, MySpace, Google groups, etc. are examples.
Today, marketers leverage social networks through creating pr ofiles and
pages, advertising on user pages, and supplying network users with tools
like games and virtual post cards. Starbucks has the largest corporate
Facebook page with over 8 million admirers who have interacted with the
brand and discussed its value .
This is beneficial for brand development, gaining customer perspectives,
and enhancing Google's reputation and credibility with additional
information. Facebook has emerged as a significant social networking
medium for individuals of all ages. On Facebo ok sites, they express their
thoughts openly, review products, and create discussions on a variety of
significant problems. Twitter and other social networking sites are gaining
importance in allowing people to express themselves.
Therefore, it is essenti al for marketers to regularly monitor these social
networking sites and take precautions to guarantee that nothing
unfavourable is said about their brand online.
8.10.2 Online Communities :
The primary distinction between social networks and online communit ies
is that communities are comprised of individuals from various
backgrounds and races. Sociologically speaking, these groups are the most
intriguing to research because they are comprised of individuals who have
likely never met before, but who share sim ilar interests and live in the
same community. There are two significant factors that draw individuals
together:
The notion of making a contribution to the community
The self -serving motivation for donating to these communities.
Wikipedia, YouTube, Instagr am, and Zomato are examples of Online
Communities that possess a more complex "deep -seated" and "overlying"
structure. People in pursuit of different information about Napoleon
Bonaparte or our Prime Minister Narendra Modi will utilise Wikipedia's
search e ngines. Those who find peace in creating films of themselves or
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106 dining at a restaurant or cafe, those who desire a general overview of the
establishment will read reviews given by strange rs on Zomato.
In short, the beginning of the relationship is the primary distinction
between the two phrases.
In the case of social networks, it can be conducted offline, whereas it
would be conducted online for online communities. A social network
connect s individuals with their peers, whereas a community enables its
members to connect with those who share their interests and viewpoints. A
social network consists of a large number of individuals with no common
interests, whereas communities are comprised o f individuals with shared
passions. Social networks often govern the member/user experience,
whereas communities offer a more adaptable atmosphere.
8.11 COMMUNITY BUILDING PRINCIPLES As marketers compete with other pages, organisations, and events for
visitor attention, developing a successful online community is not a simple
undertaking.
Larry Weber (2007) proposed a seven -step approach for building a strong
community, as shown in figure below:

Before launching a social media community, it is essential f or marketers to
study and visit social media hangouts for Internet users discussing issues
of interest to the company's industry.
 Identify Internet users who are interested in discussing the industry
and recruit them to join the new social media platform.
 Evaluate platforms and determine if the format should be a blog,
vertical search site, pure online community, or social network.
 Engage - encourage community members to converse and submit
content.
 Identify criteria that will be used to evaluate the success of the
endeavour. For instance, the number of comments posted on the blog
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107 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR  Develop strategies for advertising and generating buzz in social
media and using reputation aggregators in order to attract users to the
new comm unity.
 Utilize the stats to continually enhance the community.
It is essential for businesses to obtain permission before using profile
information in social network ads and to be real, honest, and transparent in
all their postings; otherwise, they will be discovered and the social media
will be flooded with negative discourse.
8.12 VIRTUAL UNIVERSES Before discussing how virtual worlds assist marketers, it is necessary to
define what a virtual world is. "A virtual world is a computer -based online
community created and shared by users in order for them to connect in a
custom -built, simulated reality." Although some may disagree, virtual
worlds are essentially online games played in 3 -D environments in which
players create virtual characters, or avatars, and use them to interact with
other residents of the virtual world.
Opened to the public in 2003 as a futuristic version of Earth, Second Life
(www.secondlife.com) is perhaps the most well -known and often visited
example. It is free to become a basic resident of Second Life; all you have
to do is register, download some software, create an avatar, give it a name,
and select its physical look. Once there, you can explore, read the Second
Life newspaper, watch the Second Life television station, and visit
museum s and theatres.
A dialogue window at the bottom of the screen enables residents to
converse with one another. There are also tech -savvy citizens who are
virtual entrepreneurs, selling land or goods they've made to other members
to earn real money. Once th e real tax has been paid on the virtual
currency, it may be converted to real currency and used in the real world.
Even while there is evidence of some successful usage of virtual worlds as
a marketing medium, the possibility seems limited. However, the mo st
popular branded virtual worlds are those aimed at children. Fashion doll
manufacturers The two most prominent virtual worlds for girls are Barbie
(www.barbiegirls.com) and Bratz ( www.be -bratz.com ).
8.13 WHAT IS SO CIAL MEDIA MARKETING? Social media marketing (SMM) is a sort of internet marketing that entails
developing and sharing content on social media networks to meet
marketing and branding objectives. In addition to paid social media
advertising, social media ma rketing includes posting text and image
updates, videos, and other content that increases audience interaction.
➢ The objective of social media marketing is to create content that users
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108 ➢ Social media optimization is one of the essential components of SMM
(SMO). Sim ilar to search engine optimization (SEO), social media
optimization (SMO) is a strategy for attracting new and distinct users
to a website. SMO can be accomplished in two ways: either by
providing social media linkages to information, such as RSS feeds
and sharing buttons, or by promoting activity via social media by
updating statuses, tweets, or blog entries.
➢ SMM enables a business to receive direct feedback from clients (and
future customers) and to appear more approachable. The participatory
aspects of social media allow customers to ask inquiries or voice
concerns and feel as though they are being heard. Social customer
relationship management is the term for this part of SMM (social
CRM).
➢ SMM became more prevalent as websites like Twitter, Facebook,
Myspace, LinkedIn, and YouTube gained in popularity. As a result,
the Federal Trade Commission (FTC) has revised its regulations to
cover SMM. If a firm or its advertising agency offers a blogger or
other online commenter with free products or other incentives in order
to generate positive buzz for a product, the online comments will be
considered endorsemen ts under the law. Both the blogger and the
company will be held accountable for ensuring that the incentives are
disclosed in a clear and conspicuous manner, that the blogger's posts
do not contain any misleading or unsubstantiated claims, and that they
otherwise adhere to the FTC's rules regarding unfair or deceptive
advertising.
Social media marketing (SMM) refers to tactics that target social networks
and applications in order to increase brand awareness and promote specific
items. Establishing a social media presence on major platforms; Creating
shareable content and advertorials; Soliciting customer input throughout
the campaign via surveys and sweepstakes;
Social media marketing is viewed as a more targeted kind of advertising
and is therefore regarded to be highly effective at building brand
recognition.
Social media marketing may be a fun and efficient approach to connect
with customers on a more personal level.
Social engagement is facilitated through social media networks. It is a
forum for the exch ange and discussion of information among humans.
Text, audio, video, photos, podcasts, and other forms of multimedia
communication may be included in social media. Social media sites are
just a collection of unique and user -friendly websites.
Social Media Marketing is a term with a wide scope. It is a strategy for
constructing a business using many social media networks. For example,
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109 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR People typically assume that when someone mentions social media
marketing, they are referring to Facebook and Twitter. However, social
media networks also provide powerful marketing tools that can increase
website traffic and boost online notoriety.
Social media marketing possesses numerous attributes. For a successful
marketing strat egy, you must consider the following SMM qualities.
➢ Participation :
Everyone is encouraged to contribute and provide feedback through social
media. Social media include real -time distribution of ideas during online
conversations. It attempts to bridge the gap between businesses and their
audiences. With all of the new social media outlets, individuals like this
process of engagement.
➢ Openness :
Success in social media needs honesty, integrity, and genuineness. Within
your SMM (social media marketing) plan , you should establish a
trustworthy relationship with your clients. A single false or unfavourable
review can ruin your internet reputation.
8.14 DEVELOP RELATIONSHIPS Social media is a two -way route of communication. It demands both
company and customer participation. As a business owner, it is crucial to
establish strong relationships with your target audience. Real individuals
engage in online discourse using various social media technologies in real
time. You have the opportunity to communicate with y our target audience
and can respond to their questions. Responding to clients' inquiries is an
effective means of fostering relationships with them.
➢ Reliability :
For your profile to be credible, you must continually demonstrate your
online presence.
Effective social media marketers frequently visit their targeted websites.
Additionally, they engage new people and advertise their products. They
communicate with their target audience frequently.
Develop communities :
Social media sites enable for the rapid f ormation of communities, hence
facilitating more effective communication. Communities share interests,
such as a passion for photography, a political topic, or a beloved television
programme. These communities provide insight about your target
audience. Ad ditionally, you can help other communities that you deem
beneficial to your business.
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110 Customer support :
It is crucial to provide excellent customer service. The purpose of social
media networks is to aid one another. It is not just about promotion, but
also about offering value to your customers.
➢ Avoid spamming
Don't place all of your emphasis on boosting your links. Additionally,
contribute insightful content about your business. Repeatedly sending the
same message to your community constitutes spam and may upset your
customers.
Social media mar keting is the most effective marketing channel for small
businesses. A successful social media marketing plan expands your
business and increases website traffic. Social media marketing is the ideal
marketing technique since it allows you to simultaneously advertise your
business and establish relationships.
8.15 SOCIAL MEDIA MARKETING PLAN Before we begin building social media marketing strategies, we will
analyse your business's objectives. Starting a social media marketing
campaign without a social plan is like going through a forest without a
map; you may have fun, but you're likely to get lost.
Consider the following questions when determining your social media
marketing objectives:
 What goals do you hope to accomplish with social media marketing?
 Who i s your intended market?
 Where does your target audience congregate, and how do they utilise
social media?
 With social media marketing, what message do you wish to convey to
your audience?
 Social media marketing can assist with a variety of objectives,
including:
8.16 IMPROVING COMMUNICATION AND CONNECTION WITH CRUCIAL AUDIENCES The larger and more involved your audience is on social media networks,
the simpler it will be to meet all of your other marketing objectives.
The development of messages and materia l that individual users will share
with their friends, family, and co -workers is a major tactic employed in
social media marketing. This technique relies on word -of-mouth and
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111 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Initially, it expands the message's reach to networks and users that a social
media manager might not otherwise be able to access.
Second, shared content that is sent by someone the recipient knows and
trusts bears an implicit endorsement.
Social media marketing can be advantageous, but it can also provide
challenges that businesses may not have faced earlier. For instance, a firm
must respond to a viral video stating that its product causes people to grow
ill, regardless of whether the claim is accurate or untrue. Even if a
business is able to clarify its me ssage, consumers may be less inclined to
purchase from it in the future.
Social Media Marketing Suggestions:
Here are a few social media marketing tips to get your social media
campaigns off the ground.
Social Media Content Planning - It is vital to devel op a social media
marketing strategy.
Consider keyword research and competition analysis while generating
content ideas for your target audience.
Superior Social Content – Similar to other aspects of internet marketing,
content reigns supreme in social med ia marketing. Ensure that you write
frequently and provide truly valuable content that your ideal clients will
find useful and engaging. Social media photos, movies, infographics, how -
to instructions, and other forms of material can be shared on social
networks.
A Reliable Brand Image : Utilizing social media for marketing allows
your company to present its brand image across a number of social media
channels. Despite the fact that each platform has its own environment and
voice, your company's essential br and, whether it be friendly, amusing, or
trustworthy, should remain consistent.
Utilizing Social Media to Promote Content : Social media marketing is
the ideal medium for distributing your greatest website and blog material
to your audience. Once you've bui lt a dedicated social media following,
you'll be able to upload all your fresh content and ensure that your
followers can find it immediately. Additionally, excellent blog content
will help you gain more followers. Content marketing and social media
market ing have an unexpected mutual benefit.
Sharing Curated Links - Although utilising social media for marketing is
a terrific method to utilise your own unique, original content to garner
followers, admirers, and devotees, it's also a chance to connect to ext ernal
publications. If you believe that other sources offer outstanding, valuable
content that your target audience would like, don't hesitate to connect to
them. Curating and connecting to external sites increases credibility and
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112 Competitor Monitoring : Competitors can supply valuable data for
keyword research and other social media marketing insights, so it's always
crucial to keep an eye on them. If your competitors are utilising a social
media marketing channel or strategy that appears to be effective for them,
you may choose to use the same approach, but improve upon it.
Measuring Success with Analytics —Without collecting data, you
cannot determine the success of your social media marketing initiatives.
Google Analytics is an excellent social media marketing tool that may
help you measure your most successful social media marketing efforts and
evaluate which ones should be abandoned. Attach tracking tags to your
social media marketing initiatives in orde r to monitor them effectively.
And be sure to utilise the metrics provided by each social site to have a
deeper understanding of which of your social material performs best with
your audience.
8.17 PLAN OF ACTION FOR SOCIAL MEDIA MARKETING Listed below ar e a few steps to take in developing a plan of action for
social media marketing.
Create social media marketing objectives that address your greatest
obstacles.
➢ The first stage in developing any plan is to determine your objectives.
Social media marketing is not as simple as turning on a switch and
walking away. Instead, planning for social media should be compared
to creating a beloved cuisine.
➢ For this reason, establishing objectives is crucial to the initial phase of
any social media plan. However, i t is best to create goals that you
know you can achieve. It is ridiculous to expect one million new
Instagram followers in 2018. With attainable objectives, you are more
likely to stick to the original plan and continue to tackle new obstacles
as old ones are overcome.
➢ This is the same reason why brands should not include every available
social media outlet in their present marketing strategy. Based on your
brand's objectives, select the channels with the greatest significance.
Avoid complicating a plan with an excess ive number of targets and
objectives. Simplicity can get you very far.
➢ Additionally, remember to outline your social media objectives. Not
only is it essential to establish a baseline for where you are, but it also
increases your chances of reaching you r goals.

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113 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 8.18 SOCIAL MEDIA OBJECTIVES FOR THE 20TH CENTURY Setting objectives is fundamental to any marketing and commercial
strategy. Social networking is no different. With a variety of social
abilities, it might be challenging to identify just what yo ur goals should be.
Consider the following common social media objectives for guidance:
• Raise brand awareness : To build genuine and long -lasting brand
awareness, avoid sending an abundance of promotional messages.
Focus instead on relevant content and a strong brand personality
across your social networks.
• Increased sales quality: Without monitoring or listening for specific
keywords, phrases, or hashtags, it is practically hard to sift through
your social channels. Through more efficient social media targeting,
you may more quickly reach your core audience.
• Increase in -store sales: Some shops rely on social media marketing
to increase in -store sales. Is your brand's social media presence
sufficient to reward visitors?
Step 1 : Notifying customers o f the happenings in your stores
• Boost ROI: There is no social media brand that does not wish to
increase its return on investment. But on social media, this objective
is specific to conducting a comprehensive audit of your channels and
ensuring that lab our costs, advertising expenses, and design remain on
track.
• Develop a devoted following: Does your brand promote user -
generated content? Your followers respond positively without
prompting? Creating a positive brand persona on social media
requires tim e and work to achieve this stage.
• Increased awareness of the industry: What are your competitors
doing that appears to be successful? What techniques do they employ
to increase engagement and/or sales? Having a pulse on the industry
could help you bette r your efforts and learn from those that are
succeeding.
Step 2: Conduct Audience Research on Social Media :
79% of Americans use Facebook; but, are your customers actively
connecting with your brand there? Understanding your audience is crucial
to determin e who purchases your products, which age group is the most
difficult to sell to, and what income level comprises the majority of your
repeat consumers. In social media, it is equally important to understand
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114 Your brand should begin by analysi ng the demographics of your most
valuable social channels. As previously stated, you should have a specific
objective in mind for your social media marketing approach.
Therefore, you must investigate the channels that correlate most closely
with your objec tives.
Step 3: Determine Your Most Valuable Metrics :
While identifying your targeted social media metrics may be the most
critical phase in a strategy, it is also the step when most businesses wander
off course. It's important to take a step back and exami ne the social
metrics related with your overall objectives, as it's easy to become fixated
on the number of followers and likes.
Large audiences and appealing content are wonderful, but here are some
other metrics you may want to seek in 2018:
• Reach: The reach of a post is the number of unique users that saw it.
How far is your social content spreading? Does it actually reach the
feeds of users?
• Clicks: The number of times your content, company name, or logo
was clicked. Clicks on links are essential for determining how people
progress through your marketing funnel.
It is crucial to monitor clicks per campaign in order to determine what
drives people's curiosity or motivates them to purchase.
• Engagement: The ratio of overall social interactions to t otal
impressions.
Regarding engagement, it is necessary to determine who interacted
and if the ratio of those who did to your entire audience is
satisfactory. This provides insight into how your audience perceives
you and their readiness to engage.
• Hash tag performance: which hashtags did you utilise the most on
your own account? Which hashtags have been most frequently
associated with your brand? Or which hashtags generated the most
interaction?
• Sentiment: This metric measures how users felt about you r content,
brand, or hashtag. Customers found your recent marketing offensive?
What emotions do individuals associate with your campaign's
hashtag? It is always preferable to look deeper and determine what
individuals are saying.
• Organic and paid likes : These likes, which are more than just basic
Likes, are distinguished by paid or organic content. For networks like
Facebook, it is far more difficult for organic engagement to establish
traction, which is why many brands utilise Facebook Ads. However,
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115 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR Step 4: Analyze Your Social Rival Landscape :
Before you begin developing content (we promise we're almost there! ), it
is highly advisable to research your rivals. This is the first step in the
content pr oduction process because evaluating what makes your
competition successful often yields novel perspectives on content. Again,
we will continue to believe that you should not take the ideas of your
competitors, but rather learn and build from their successe s and failures.
How do you locate this information? Identifying who your competitors are
is the initial step.
A simple Google search is the most efficient technique to locate
competition. Check who appears when you search for your most valuable
keywords, p hrases, and industry terms.
Here you can view post text, image, and video breakdowns to determine
what your competitors are doing to generate the greatest interaction. After
examining the competitive study, you will have a better understanding of
what your potential customers desire.
8.19 CREATE AND CURATE COMPELLING SOCIAL MEDIA CONTENT Did someone say satisfied? Social media content is crucial to your
marketing plan, no exaggeration. However, it is best to complete the
preceding steps prior to content pr eparation (we got you, blog skippers!)
so that you may begin developing more successful themes.
We recommend beginning by developing content that aligns with your
brand's identity. Without a comprehensive strategy, you should avoid
doing things like reachi ng out to your unpopular populations.
It is vital to strike the ideal balance between relevant material and
excessive promotion. In fact, 46% of consumers believe they will stop
following a brand if it sends too many promotional messages. In addition,
41% of users say they would unfollow a brand that shared an excessive
amount of useless content.
8.20 VIDEO CONTENT OR BUST What role does video play in your social media marketing strategy?
Extremely –nearly ninety percent of online customers believe that prod uct
videos aid their shopping decisions. In addition, 37 percent of viewers
watch an average internet video from beginning to end.
These statistics should strengthen your case for investing in social media
video content.
Brands can communicate with users v ia Instagram Stories, Facebook Live,
and other real -time platforms.
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116 Create Content Theme :
Creating visual material on a daily basis is one of the most difficult
obstacles it faces. 36.7% of marketers, as depicted in an infographic by
Venngage, cited consi stency as their greatest challenge when developing
visual content.
This demonstrates the importance of highly -visual material to marketers
and the audiences they wish to target. Therefore, developing content
themes is an excellent method for separating you r content.
Instagram is one of your top mediums for promoting visual themes.
Engage Your Audience & Do Not Ignore Them :
As networks, social media channels are constructed. This indicates that
their primary objective is to provide a forum for conversation, discussion,
and content sharing. Your brand cannot overlook these fundamental parts
of "networking," and it requires effort to guarantee that discussions or
engagement opportunities are not neglected.
Simply by being there and conversing with your audience on social media,
a brand gains credibility. Therefore, social customer service is crucial for
firms seeking to boost audience awareness. All that matters is engagement.
Whether you have one employee or a hundred, assigning teams to certain
tasks will help your social media team work smoothly.
Publish at the Optimal Times :
When is your brand available for customer engagement and interaction?
You may encounter recommendations to post in the evening. But if your
brand is not present to communicate, posting at the optimal time serves no
purpose.
Instead, ensuring that your social media or community managers are
present and prepared to respond to any product -related queries or
complaints whenever you tweet or post. It is wise to identify the optimal
times to pos t on social media, but it is equally important to communicate
with followers after posting.
According to our Index, the average reaction time for a brand is
approximately 10 hours. Did you know that the majority of social media
users feel firms should resp ond to messages within four hours?
With all the changed algorithms, it is difficult for organic content to reach
the majority of your audience. The last thing you want to do is disregard
people that communicate with you and miss out on the opportunity to s end
more leads down your marketing funnel.
Monitor Your Efforts and Constantly Improve :
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117 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR successful. A bird's -eye view of your s ocial media activities provides
context.
Now that you've documented your most essential objectives, network
preferences, and KPIs, it's time to confirm that you've made the
appropriate choices. In social media, it remains difficult to determine
whether or not one has made the best decisions.
In fact, 46% of B2B marketers are uncertain as to whether their social
strategy generated income for their company. However, marketers are
constantly seeking the ideal connection. Engagement is therefore the most
widely employed statistic (80%) by marketers.
There is far less room for failure in your social media marketing plan if
you focus on fostering long -term relationships.
Utilize a Tool to Monitor Success :
Sprout Social was designed to facilitate social media marke ting. Our
social media tools provide a comprehensive set of analytics and reporting
capabilities to help you determine which posts, messages, and hashtags
perform best.
It is simple to integrate additional vital technologies with our dashboard,
such as Goo gle Analytics, which allows you to determine which posts
generated the most traffic, conversions, and overall revenue.
8.21 TOOLS FOR SOCIAL MEDIA MARKETING Social media is one of the best ways for your business to stand out and
expand its audience in the modern world. A brand must have an active
presence on all major social networks, from Facebook to LinkedIn and
beyond, in order to become an industry leader and engage with its
potential and existing customers in novel ways.
However, social networking can be daunting if you lack the necessary
skills and resources.
Whether it's to generate or reuse content, discover the best approach to
engage with your online audience, or build a detailed posting plan, having
the appropriate social media management tools is essential to your
success. Here are a few of the most effective social media management
tools and how they can help you maximise your social presence.
1. HootSuite :
Whether you are a user with many accounts or an agency with hundreds,
HootSuite simplifies the process. It is simple to add accounts, schedule
posts across all main platforms, and include account managers. In
addition, the company offers a comprehensive training platform that
teaches not only the tools, but also how to approach social marketing as a
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118 2. Hubspot :
While there are numerous tools available that allow you to monitor and
post to social accounts, we advocate platforms like Hubspot that not only
allow you to monitor and publish, but also provide closed -loop reporting
data. This me ans you may track deeper down the sales funnel to determine
which posts and channels generate genuine leads and sales.
3. MeetEdgar :
There are numerous automated posting and scheduling systems, but what
about a system that re -shares evergreen content? Mee tEdgar has the
greatest impact on traffic by re -sharing your evergreen content
automatically.
4. TweetDeck :
TweetDeck has been around for a while, and there's a good reason for that:
It's one of the greatest and cheapest (what can beat free?) methods to
participate in the Twittersphere. The multi -column style makes it simple to
track multiple conversations at once, and content scheduling is a breeze.
Twitter is a fast -paced platform, but TweetDeck makes it manageable and
even pleasant.
5. IFTTT :
"If This Th en That" (IFTTT) is an excellent automation tool that can help
you save a great deal of time managing social networking networks, apps,
and websites. The instrument can connect these services based on a trigger
and an action. Based on the trigger you creat e, an action will be initiated.
For instance, if you write a blog (the trigger), IFTTT will create a tweet
automatically (the action).
6. Buffer :
I enjoy using Buffer. It allows you to schedule and manage social media
postings across all of the most popula r channels, and you can personalise
each post separately for each platform it is posted to. Buffer also posts
your material at optimal times throughout the day and tracks links so that
you can determine which content receives the most engagement.
7. Sprout Social :
Our digital team uses Sprout Social for social media management,
enabling team members to monitor social media mentions of clients,
communicate with brand champions, schedule material in advance, and
employ reporting capabilities to influence fut ure tactics. As the guests of
our hotel clients view social media as a virtual concierge, it is crucial for
us to have a platform that facilitates real -time contact.

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119 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 8. Canva :
Canva allows you to make presentations, social media graphics, and a
multitude of other things with tens of thousands of attractive templates. It
includes everything required to create captivating designs. There are
millions of pictures, vectors, and graphics in stock. Additionally, you can
add your own images. Canva provides preset filters and extensive photo
editing tools for altering images. It provides you with access to thousands
of icons, shapes, and objects.
Canva also provides ready -to-use access to hundreds of typefaces suitable
for any type of design.
9. Adobe Post :
Adobe P ost was developed to provide you with a potent tool for standing
out from the competition and engaging your audience with visually
appealing posts. It allows you to create great social visuals in seconds.
Start quickly with handcrafted, remixable, social -sharing -optimized design
templates. Change the size of your text, and beautiful typography will be
applied on the fly. A single tap will convert your words and image into
professional -looking graphics.
10. Bundle Post :
The software is not free, but there is a free 30 -day trial period. Bundle Post
is a curation tool that quickly organises and schedules social media
information. Add hashtags after searching, editing, and scheduling with a
browser extension or social media dashboard. Keep your audience
engaged and get results.
8.22 QUESTIONS 1. What do you understand by ‗Social Media?‘ State the advantages and
disadvantages of Social Media.
2. Discuss the variations of Social Media.
3. Explain ‗Social Media Marketing‘ and discuss the key points for a
successful Social M edia Marketing strategy.
4. Discuss the Social Media Objectives for 20th Century.
5. State the tools for Social Media Marketing
REFERENCES Caleb T. Carr & Rebecca A. Hayes (2015) Social Media: Defining,
Developing, and Divining, Atlantic Journal of Communicati on, 23:1, 46 -
65. https://doi.org/10.1080/15456870.2015.972282
danah m. boyd, Nicole B. Ellison, Social Network Sites: Definition,
History, and Scholarship, Journal of Computer -Mediated Communicat ion, munotes.in

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120 Volume 13, Issue 1, 1 October 2007, Pages 210 — 230,
https://doi.org/10.1111/j.1083 -6101.2007.00393.x
Dewing, M. (2010). Social media: An introduction (Vol. 1). Ottawa:
Library of Parliam ent. https://bdp.par1.ca/staticfi1es/PublicWebsite/
Home/ResearchPub1ications/InBriefs/PDF/2010 -03-e.pdf
Diehl, Trevor; Weeks, Brian E; Gil de Zuñiga, Homero (2016). ―Political
persuasion on social media: Tracing direct and indirect effects of news use
and social interaction.‖ New Media & Society. 18 (9): 1875 -1895.
https://doi.org/10.1177%2F1461444815616224
McIntyre, K. E. (2014). The evolution of social media from 1969 to 2013:
A change in competi tion and a trend toward complementary, niche sites.
The Journal of Social Media in Society, 3(2). https://
www.thejsms.org/index.php/TSMRI/article/viewFi1e/89/43


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121 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR 9
FUTURE TRENDS OF PUBLIC
RELATIONS ON GLOBAL PLATFORMS
Unit Structure
9.0 Objective of the Study
9.1 Introduction
9.2 Emerging Trends In Public Relations on Global Platforms
9.3 What Should The Objective Instead Be?
9.4 Questions
References
9.0 OB JECTIVE OF THE STUDY  To study the future and emerging trends of Public Relations on Global
Platforms
9.1 INTRODUCTION The first decade of the 21st century did not end on a particularly positive
note for business in general or for the public relations indus try in
particular: while PR firms generally outperformed their counterparts in
other communications disciplines, they were not immune to the global
economic recession of 2009.
However, there are grounds to be positive regarding the future of public
relatio ns over the coming decade. Increased transparency, demands from
consumers and other stakeholders for greater authenticity, and an
emphasis on dialogue and conversation are all trends that play to the
strengths of public relations and present an opportunity for the discipline
to play a larger role in corporations and other institutions, finally
contributing to the extent of its potential.
Traditional public relations have evolved into contemporary public
relations. The days of banners, television, and smart marketing
advertisements are long gone. The majority of businesses may overlook
this evolution if they are not vigilant. Some public relations firms have not
fully caught up with the current developments. PR teams in startups
struggle to obtain publicity for their organisations. Due to a lack of
comprehension of what public relations includes in 2022 and beyond, the
majority of businesses face a never -ending battle.
Unquestionably, public relations will continue to influence how businesses
launch, expand, seek capital, and advertise their products. There is no
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122 question in 2022 is what will determine the winning corporations by
getting media coverage and the appropriate publicity for their brands.
9.2 EMERGING TRENDS IN PUBLIC RELATIONS ON GLOBAL PLATFORMS PR Companies have developed PR services to offer start -ups like at the
most competitive rates in the industry since we are aware of market shifts.
If you are starting a new start -up, you n o longer need to worry about the
expense of press release creation and delivery. In addition, we offer media
kit design services of the highest calibre, so you won't have to spend time
searching for a qualified designer to bring your vision to reality. In
addition, our skilled writers can create captivating guest pieces for your
brand, allowing you to attract media attention and motivate your target
audience.
With addition to developing this high -quality content, the specialists at PR
company can assist you in distributing it to your target audience. It can
increase your online visibility by submitting your content to reputable
start-up directories and media sites, ensuring that your brand appears in
relevant search results across many search engines. It can also help you
connect with the top journalists in your niche by providing tailored media
lists and access to a media database with over one million media contacts.
Thus, you can continue to do media outreach for your company even after
you have concluded your campaign.
With the emerging, you can forget about purchasing expensive PR
packages. You will find budget -friendly, competitive PR packages. There
has been a revolution in the PR industry. In this ever -changing business,
we are aware that startups occa sionally require assistance with their PR.
These services were created with startups like yours in mind. Examine our
packages and let us know how we may assist you in attaining the
recognition you deserve.
We continue to receive inquiries regarding effecti ve PR techniques in the
new digital landscape. With our years of experience, we have compiled
the following list of developing trends that will influence public relations
in 2022:
1) Data :
From large data to little data, public relations in the twenty -first century is
more dependent on data. Public relations is replete with tales. Important
data must be gathered and analysed in order to develop appealing
narratives for the target market. This is primarily due to the advent of the
Internet, which has made so much information readily accessible. With so
many businesses starting in the time it takes to design a logo and a
website, many new enterprises are vying for their own narratives.
It has become increasingly vital for companies to establish their PR
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123 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR piece of data they acquire and how to leverage it to generate stories that
captivate their audience, media, and target market. Through Google
advertising, PR campaigns, Facebook advertising, organic search, and
social media, startups are always collecting data. This information is
useless if it is not analysed to inform the companies' next set of moves and
strategies.
2) Pitching 2.0 :
In the past, mass emailing was so successful because journ alists, authors,
and bloggers received so few emails and proposals. After all, back then
few individuals had email or internet access. That is no longer the same.
Today, pitching is only effective if you take the time to research the
readership and niches of each publication on your press list. You can no
longer get away with sending bulk emails since journalists and bloggers
receive so many pitches daily. Additionally, they can simply determine
when the email was distributed to a million other journalists.
In contemporary public relations, pitches must be thoughtful and
supported by research. Start -ups that pitch based on new data are more
likely to receive media coverage than those who send emails to promote
their launch or a new product feature. The newes t trend in pitching is
customised pitches. Generic cut -and-paste pitches have not been effective
for the most of the last five years. Sending a journalist -readable email
pitch is not always simple. With a captivating tale and the proper
experience, however , we know that pitching always yields results.
3) Statistics :
Prior to a decade or two ago, relatively few marketers were concerned
about figures. Amazing and stunning advertising banners displayed across
the street, on building walls, or on television wer e sufficient to attract the
attention of the market.
Today, regardless of how impressive your advertisement is, at some point
in your sales funnel, a prospective client will request the supporting data
for it. Information overload has made it more difficul t for clients to
distinguish between real and deceptive information, making it more
difficult for them to believe attractive YouTube videos, television
advertisements, and street billboards.
To be successful in modern public relations, businesses must embr ace
numbers and analytics. Tech firms, particularly those who sell themselves
using social impact, must conduct research, collect data from prospective
and current customers, and then make mathematical sense of this data. Put
this into context in terms of website traffic, quantity of leads, etc., and you
will receive press coverage with relative ease. Journalists are currently
interested in stories supported by carefully analysed statistics. Therefore,
data analytics is essential, as the prospective clients of your business care
about the information that has been analysed and provided as useful
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124 4) Impact Factors :
Modern public relations cannot be controlled or defined exclusively by the
media. The rules are shifting. The globe has become a global v illage due
to the Internet and advancements in technology. Historically, the media
defined and controlled brand awareness. However, in the modern world,
your neighbour with 100,000 Instagram followers can have a life -changing
effect on your brand.
There ar e numerous powerful persons in the world today whose ideas are
held in high regard by many. Bloggers have also become incredibly
influential, and those with a solid reputation can serve as a go -to source.
When you need to spread the word about your firm, c ultivating
relationships with these influential individuals is a fantastic place to begin.
It is also accurate to state that brands must be extremely selective when
selecting influencers to collaborate with. It is essential to select an
influencer whose ta rget audience aligns with yours and whose reputation
will not ruin the image of your brand. In addition, when establishing a
relationship with an influencer, you should take the time to determine
whether they are actually interested in your organisation or merely seeking
free products. In reality, numerous hotels, restaurants, and resorts
throughout the world have barred social media influencers from their
properties due to the belief that they can receive free accommodations in
exchange for social media po sts.
5) Publicity is not the final objective :
Even if businesses pursue exposure, this will not ensure client satisfaction
six or seven months later. Companies must realise that in current public
relations, publicity alone will not get them very far.
9.3 W HAT SHOULD THE OBJECTIVE INSTEAD BE? Today's objective is client happiness. Promotion is only the beginning. If
customers are not content with your goods after a few days or weeks, they
will move on unhappy and have nothing but negative things to say about
your firm to anyone who inquires.
Companies must ensure that their products or services function flawlessly,
not only up to a certain degree. Startups seeking press coverage after
building a Minimum Viable Product (MVP) should ensure that the MVP's
key co mponent implements the idea and solves the problem it set out to
address. In conclusion, publicity is only advantageous when consumer
pleasure can be assured. This will ensure that word -of-mouth from
existing clients will continue to bring in new clients f or many years to
come.
6) Studying :
The culture of reading has altered because of our shortened attention
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125 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR decade ago, users now scan articles for pertinent information. Ignoring this
change can be a PR team's undoing - it is extremely harmful. You must be
able to write in a way that holds the reader's interest. Therefore, effective
PR writing is brief and compelling. It is crucial to provide significant
information in few words. Likewise , writing in a conversational style that
keeps the reader interested is essential.
Even if the public is reading less, PR professionals who wish to perfect
their art must continue to read. To comprehend contemporary public
relations, one must read and read and read again. Daily reading time is
recommended by the vast majority of authorities. Reading is the only way
to understand your topic and what journalists in your area like to write
about. Knowing how to connect with a journalist and provide them with
the appropriate information can serve as the basis for a long -lasting
connection with a media outlet.
Before requesting press coverage, it is vital to understand the market, the
readers, the writers, bloggers, and the journalists. When it comes to
generatin g exposure for their companies, PR teams in start -ups that
emphasise the value of reading are light years ahead of the competition.
7) Content approach :
Without an effective content strategy, success in today's society is
practically impossible. A detailed content generation and marketing
strategy sets you different from organisations who are solely focused on
product promotion.
Long gone is the notion that only media can generate publicity. As we've
seen previously, influencers and bloggers are crucial to brand exposure.
However, more fundamental are social media. Prior to roughly a decade
ago, if the media didn't cover your company, it was incredibly difficult to
gain market attention. Facebook altered the playing field. Globally, the
social network presen tly boasts more than 1.5 billion users. Then came
Twitter, Instagram, Pinterest, and Google Plus, with over a billion people
per month communicating on these four social media networks.
Prioritizing content production and marketing is the only approach to draw
attention on these social networks. The success of this strategy is heavily
contingent on your startup having a creative PR team or leader. When you
successfully promote your business on social media, even the media will
take note. Your material can c omprise, among other things, articles, films,
infographics, graphics, and audio.
Social media is amazing because it creates a joyful loop: a customer visits
your website/company page —> finds interesting content —> shares it —
> checks out what you offer —> likely makes a purchase and leaves —>
another customer discovers your content shared on social media —> clicks
it and visits your website/company page to read it —> shares it, and the
loop continues.
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126 8) Profitability will be crucial :
Prior to 2018, compa nies boasted impressive numbers, but they did not
generate any revenue. They garnered a great deal of media attention, but
the majority of them either secured more funding from investors or died
within a few months after depleting their budgets. As a resul t of all the
publicity they had received, many began to question the credibility of
newspapers that had reported on the success of these enterprises.
In 2022, we anticipate that media businesses will prioritise money more.
In addition to acquiring consumer s, will your firm be able to monetize
those people and generate a profit?
No one currently lives in a bubble. Investors will be on the lookout for
businesses that offer a superior product or service without generating a
profit, as well as those who are alr eady profitable but seeking a boost.
Without profitability, average firms with average concepts that attract
consumers will be lucky to receive meaningful media coverage or investor
backing.
9) Relationships will determine PR success :
Relationships are a c rucial component of effective public relations, and
this is more evident than ever in 2022. No longer can the PR professional
at your startup send mass emails and hope for PR attention. Now, the
people you are emailing are overwhelmed with messages from hu ndreds
of different brands competing for their attention.
In order for your PR efforts to be effective, you will need to make an
effort to create strong, long -term connections with these individuals,
whether you are attempting to partner with journalists o r with influencers.
Taking the effort to get to know the people on your mailing list enables
you to customise your approach and communicate with them on a more
individual level. If you can send personalised emails that recognise the
recipient as an individ ual, the recipients of your emails will be more
receptive to collaborating with you.
10) Social listening will become increasingly crucial :
The COVID -19 pandemic has demonstrated that social media is an
invaluable source of customer information. Neverthele ss, only 51% of
marketers do active social listening. Since the pandemic has restricted the
majority of the world's population to their couches, there are more
individuals online than ever before. Therefore, if a brand wishes to interact
with its audience, here is the place to do it.
Many individuals mistake social monitoring with social listening. Social
monitoring is the process of monitoring online conversations about your
business in order to acquire useful information into the sentiment
surrounding you r products and services. Social monitoring is essential for
effective social listening. In contrast, social listening is an active kind of
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127 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR these conversations. Thus, the brand is able to develop favourable, long -
lasting relationships with individuals of the target demographic.
It is now more important than ever to develop relationships with your
target audience. Rather of seeing them as a means to a goal, take the time
to interact with th em on social media. Connecting with your audience is
mutually beneficial. It helps you understand their needs better. Once you
have identified their pain issues, you can design a product that they will
actually value.
Creating an interactive online communi ty on your social media platforms
also helps your audience feel heard and seen. Those who feel appreciated
in this manner are more likely to become paying clients. Similarly, these
individuals are more likely to establish brand loyalty and remain your
customers for years.
Expensive public relations firms will continue to fail.
In recent years, businesses have increased their PR budgets allocated to
PR services. This is due to the different methods through which
corporations may now manage their own PR initi atives without hiring a
costly PR agency. Social media is altering the flow of information and
enabling new PR outreach techniques for brands. In addition, some PR
professionals, such as the staff are empowering businesses to conduct PR
without spending a fortune.
For so many things in 1999, you would have needed a public relations
firm. These have since been supplanted by online DIY PR platforms. This
means that the space for traditional PR firms to earn more money is
shrinking. In spite of this, both PR c ompanies and brands conducting their
own PR can capitalise on these trends in order to prosper despite the
uncertainties of 2022.
11) Public relations will play the primary role in brand development :
As marketers realise, and many already do, that brand -building in the 21st
century entails creating connections with customers rather than merely
blasting them with messages, public relations will become the driving
force behind brand strategy. Reach and frequency, the two things that
advertising has historical ly delivered more effectively than PR, will
become increasingly irrelevant; savvy marketers will be much more
interested in engagement, and engagement will rely on all the things PR is
good at: informing consumers as opposed to promoting products; gaining
trust as opposed to buying time; and developing conversations as opposed
to delivering messages.
That doesn't mean public relations professionals won't need to acquire new
skills (or for those with long memories, re -learn some old skills, dating
back to t he early days of the profession). They will need to improve their
listening skills because the capacity to convey to management what its
major stakeholders anticipate and demand will be just as important, if not
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128 management wants them to hear. They will need to build technologies that
provide unique and significant customer insights, and use research to
influence strategy and planning more effectively. In addition, they will
need to build superi or measures. But if ever there was a time for public
relations specialists, both in -house and on the agency side of the business,
to take the lead instead of simply supporting the marketing function, this is
it.
12) Digital agencies will cease to exist :
There was likely a moment, shortly following the development of the
television, when some individuals believed there was an opportunity to
establish a PR agency that specialised in television. Clients were
unfamiliar with the technology and its regulations, and many experienced
PR agencies did not yet know what would and would not work. It wasn't
long, though, before clients and agencies were accustomed to the new
medium, and it became clear that the most effective campaigns utilised an
integrated approach, w ith a single cohesive strategy implemented across
various channels.
Soon, the only companies that specialised in television were production
and distribution companies, not agencies. The same will occur, and is
already occurring, with digital and social me dia. Some clients may still
come to agencies requesting a "digital" campaign, but that approach
already seems quaint and outdated, indicative of a fascination with (and
ignorance of) the shiny new toys available to communicators rather than
an understandin g of how they can be utilised as part of an all -
encompassing, multi -media campaign. Two events are occurring. First,
customers are recognising that integrated efforts that utilise the power of
both new and conventional channels are more effective than thos e that rely
on only one. And second, mainstream public relations firms have quickly
realised that their process (telling a story to someone with influence and
credibility and relying on that person to re -tell the story to a wider
audience) and their skill set (building relationships based on dialogue) are
just as applicable —if not more applicable —to the new media than they
were to the old.
At a minimum, mainstream PR firms are learning digital faster than
specialised digital agency are learning traditional media management.
Digital firms will either evolve into creative studios —useful for
generating widgets and viral videos —or agencies with a deeper awareness
of all media, as opposed to a single medium, will establish strategies.
13) At least one major PR f irm will regain its ind ependence:
The preceding decade has proved decisively that independence is not the
competitive disadvantage that many observers, including this author,
originally believed it to be, and that in certain situations it can be a
consider able benefit. At the end of the past decade, when the last of the
large independents to sell, Fleishman -Hillard, joined Omnicom, we and
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129 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR wealthy parent to fund an acquisition strategy. The answer, which is now
evident, is extremely well. In the past decade, Edelman has outperformed
its competitors, not despite but because of its independence. Many of
Edelman's rivals now assert that the company's willingness to accept lower
profit margins d uring adverse economic times provides it an unfair
advantage.
There's no doubt that Edelman, which is accountable to its managers and
has no Wall Street investors to satisfy, has greater flexibility than its
holding company -owned competitors to make inves tment hires, for
instance, and that it has the freedom to make an aggressive case for public
relations (at the expense of advertising), whereas ad agencies either can't
or won't. And life for PR firms linked with advertising agencies will
become even more tough over the coming decade, as the advertising
industry continues to collapse. At some point, one of the huge holding
company -owned firms will understand the importance of independence
and put together some form of MBO. Given that public relations is sti ll
mostly a people business, it's difficult to imagine a holding company
resisting such an endeavour.
14) Most leading PR agencies will have advertising departments :
This may seem counterintuitive, given my predictions about the demise of
advertising agenc ies and the advertising industry in general, but savvy PR
professionals will recognise that advertising still has a place in the public
relations process as a product or tool, and that as PR becomes more central
to brand strategy, it needs as many tools as possible. Equally crucial, the
existence of new channels that enable companies to communicate more
directly with consumers and other stakeholders means that good public
relations professionals have the opportunity to become content creators,
and there is no doubt that many advertising professionals have strong
content creation skills (as well as impressive storytelling abilities).
Due to the fact that the new communications landscape values credibility
as much as it does originality, these talents will be most effective when
applied to public relations thinking in service of broader strategic goals.
15) There will be no separation between public affairs, business
reputation managemen t, and marketing communications:
Prior to this point, we have mostly focus ed on the changes that effect the
public relations agency company, but there will also be substantial
changes on the client side. Many organisations continue to delegate
responsibility for stakeholder involvement to discrete functions, with
many of these t asks reporting to distinct managers. Therefore, public
affairs professionals report to legal, employee communications
professionals to HR, investor relations professionals to the CFO, consumer
PR professionals to marketing, and corporate communicators to p ractically
anyplace.
In terms of brand and reputation management, these differences have
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130 as to be nonsensical. Employees are ambassadors in the modern world,
impacting the business and brand reputation for better or ill. New product
releases must also be evaluated from the standpoint of crisis and issues
management and public relations, in addition to the typical marketing
perspective. Corporate social responsibility is crucial to b oth the success
of a product and the reputation of a company. Someone must be
accountable for centrally managing all connections with stakeholders,
including regulators and lawmakers, investors, communities, employees,
consumers, and the media. I would arg ue that PR professionals, who are
accustomed to working with various stakeholders and complicated
multidimensional issues, are best suited for this function. However, in
many organisations, astute marketers will acquire stakeholder engagement
abilities and assume the helm.
16) The corporate communic ations role will cease to exist:
As the role expands in scope and significance, "corporate
communications" will become an inadequate term to represent the
function responsible for fostering relationships between institutions and
their constituents. For starters, the majority of corporations consider
communication as a one -way process, with the communications
department tasked with delivering whatever information the organisation
desires its stakeholders to receive . This approach has always limited the
ability of public relations professionals to contribute to the success of their
organisation; in the modern world, it is simply counterproductive: it
disregards the fact that stakeholders, not management, determine wh at
information they require, and it disregards the fact that in a social media
environment, listening is more valuable than speaking.
More importantly, it disregards the idea that behaviour is more essential
than speech in defining reputation and building relationships, that actions
speak louder than words. Not only must those responsible for reputation
and relationships communicate policy, but they must also shape it.
Corporate communication undervalues the function for this reason.
Personally, I don't se e anything wrong with the term public relations, so
long as it means what it says; nevertheless, public engagement,
stakeholder relations, or any variant on this theme could be a suitable
substitute for the current terminology.
17) Customer service will be integrated into the d epartment of public
relations:
The era of social media has revealed just how much a company's brand
and reputation can be affected by the quality of customer service it
provides. Once upon a time, a dissatisfied customer would go home and
tell six of his closest friends; today, he can blog, Tweet, or post a
YouTube video (as companies from Dell to United Airlines do) and tell
thousands, many of whom will tell thousands more, creating a community
of critics capable of severely damaging the brand. In this climate,
whomever is in charge of a company's reputation and its connections with
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131 NEW MEDIA AND EMERGING TECHNOLOGIES IN PR No amount of positive mainstream media pieces can reverse the damage
caused by poor cus tomer service and the resulting groundswell of
animosity, which means that the PR department's efforts to build a
positive reputation can be undone by a few instances of poor customer
service. If someone is accountable for the reputation of an organisation , he
or she must equally be accountable for customer service.
18) Competition from management consultants :
My decade will provide a conclusive answer to the question of whether I
was 20 years ahead of my time or just plain wrong when I made this
forecast m ore than two decades ago. As corporate reputation and the
relationships upon which it is formed become viewed as vital assets,
mainstream management consulting firms will be more interested than
ever in delivering advise on how to manage them. It remains t o be seen
whether they can pose a substantial challenge to established PR firms, but
there are various causes for concern. The first is that they will likely target
the most lucrative (financially and intellectually) portion of the market,
giving high -end strategic consultancy as opposed to on -the-ground
execution.
The second is their capacity to attract talent, especially considering that a
senior counsellor can charge far more for his advice if his business card
bears the McKinsey name than if it bears t he name of even the best public
relations firm. The third is their position as a trusted counsel within the C -
suite. Some management consulting organisations may even target high -
end PR agencies for acquisition; it is not impossible to envisage future
deals similar to FD's acquisition by global consulting powerhouse FTI. PR
firms will need to really up their game to combat this danger. (And the
good news is that anything PR firms do to prepare for this possibility will
benefit their businesses, even if I'm wrong.)
19) De -consolidation, or the reduction of worldwide accounts :
As public relations become increasingly mission -critical, savvy
corporations will choose to deal with the best firms available in each
country rather than hiring a single worldwide agenc y to manage their
business on a global scale, a strategy that invariably compromises quality
for more convenience. The entire "consolidation" trend has been
exaggerated: the big multi -country, multi -million dollar assignments
generate more media attention and indus try buzz, but are almost inevitably
followed by disintegration, as country managers —who are accountable for
results in their local markets —prefer to work with their own firms rather
than one imposed by headquarters, and as companies realise that their
most important communications challenges (M&A, crisis, public affairs,
etc.) can be handled by a smaller number of firms.
Even the finest of the huge international agencies are not A -plus firms in
every market in which they operate (most are not A -plus in eve n half of
the top 10 markets), thus selecting a single global agency necessitates
settling for mediocrity in some key markets. If customers place public
relations on level with legal counsel, for example, in terms of its munotes.in

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132 contribution to company success, th ey will become increasingly unwilling
to accept this trade -off.
20) Relationships will be the yardstick for measuring success:
By the end of this decade, metrics that emphasise reach and frequency —
everything from impressions to opportunities -to-see to adve rtising
equivalency —will appear antiquated and absurd, as clients realise that the
real objective of public relations, and the real contribution it can make to
their success, is the strength of the relationships it fosters. Some
companies are already movin g in this direction: Procter & Gamble has
discussed measuring the effectiveness of its social media efforts in terms
of engagement (an approach that could and should be adopted to all
communications, from advertising to traditional PR), and many businesses
are utilising the Net Promoter Score approach developed by Bain &
Company's Fred Reichheld, which identifies brand advocates and
detractors. This approach or a variation thereof will become mainstream in
the public relations industry, resulting in a stand ardised approach to
assessment that focuses on outcomes as opposed to outputs.
QUESTIONS 6. Write note on the emerging trend in Public Relations on Global
Platforms.
7. Discuss ‗Content Approach‘.
8. Explain ‗Public relations will play the primary role in brand
development.‘
9. Discuss ‗Publicity is not the final objective‘.
10. Why would most leading PR agencies will have advertising
departments? Explain
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Andrew, A. 1990. The financial public relations handbook. New York:
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