The document discusses new media and its characteristics. New media is defined as digital content and technologies that are native to computers and rely on computers for distribution. It is highly interactive, incorporates two-way communication, and involves computing. Examples include websites, virtual worlds, digital video, and interactive installations. New media enables on-demand access to content from any device and allows for user feedback, participation, and online community formation. Effective communication strategies for new media involve dialogue, interaction, and being available 24/7. The PESO model and media cloverleaf are tools that can be used to achieve the perfect mix of paid, owned, earned, and shared media across various delivery channels.

1. THE
PERFECT
MIX
S T E P H A N E P R U D ’ H O M M E
M A , M B A , P h D C a n d i d a t e ( A B D )

2. WHAT IS NEW MEDIA?
• New Media is a 21st Century catchall term used to define all that is related to the
internet and the interplay between technology, images and sound. In fact, the
definition of new media changes daily, and will continue to do so. New media
evolves and morphs continuously.
• New media holds out a possibility of on-demand access to content anytime,
anywhere, on any digital device, as well as interactive user feedback, creative
participation and community formation around the media content. Another
important promise of new media is the "democratization" of the creation,
publishing, distribution and consumption of media content.
www.newmedia.org
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3. WHAT IS NEW MEDIA?
• New media is often characterized as highly interactive digital technology. New media is
very easily processed, stored, transformed, retrieved, hyper-linked and, perhaps most
radical of all, easily searched for and accessed. Conceptually, new media can be viewed
as a cultural process that reflects societal values and societal transformation.
• Digital media is interactive, incorporate two-way communication and involves some
form of computing. New media is changing the way people across the world are
entertained and consume information.
Understanding New Media - Robert Logan
• Examples of new media: http://bit.ly/2jO693P
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4. WHAT IS NEW MEDIA?
• Professor and new media theorist Lev Manovich describes new media as being native
to computers or relying on computers for distribution: websites, human-computer
interface, virtual worlds, virtual reality, multimedia, computer games, computer
animation, digital video, special effects in cinema and interactive computer
installations.
Source: online.seu.edu/what-is-new-media
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5. EXAMPLES OF
NEW MEDIA

6. 6
Source:Google
Images

7. 7

8. HOW DO WE WORK
SINCE WE HAVE
NEW MEDIA?
W H AT C H A N G E D S I N C E T H E ‘ 8 0 s , ‘ 9 0 s , O R ‘ 0 0 s ?

9. 9
Source:Google
Images

10. DIALOGUE
INTERACTION
COMMUNITY
INSTANTANEITY
24/7

11. DIALOGUE
• A defining characteristic of new media is
dialogue
• What is dialogue?
• What is dialogue for
communication/public relations
professionals?
11

12. TWO-WAY SYMMETRIC COMMUNICATION
• James E. Grunig & Todd Hunt
• Four models of public relations
– Press Agentry Model
– Public Information Model
– Two-way asymmetrical Model
– Two-way symmetrical Model
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James E. Grunig

13. INTERACTION
• Interaction between people
• Interaction between stakeholders
• Interaction between organizations and stakeholders
13

14. ONLINE COMMUNITY
• New Media transmit content
through connection and
conversation. It enables people
around the world to share,
comment on, and discuss a
wide variety of topics. Unlike
any of past technologies, New
Media is grounded on an
interactive community.
https://en.wikipedia.org/wiki/N
ew_media
14

15. INSTANTANEITY
• News
• Social media
• Twitter
• Facebook emergency notifications
• Instant messaging
• E-mail
15

16. 24/7
• Direct TV news
• News websites
• Socia media
• Twitter
• Blogs
16

17. BEFORE NEW MEDIA
• There was no dialogue or very few
• There was no interaction or very few
• There was no online community
• There was no instantaneity with printed news and TV
– One-day delay for printed news
– Some hours for TV news
– Radio was fast enough, with constraints
• It was not always 24/7
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18. STRATEGY

19. PLANNING
• Elaborate a strategy
• Write goals and objectives
• Know better your stakeholders and publics
• Select the right and appropriate tools to communicate with your stakeholders an
publics
19

20. R.A.C.E. MODEL

21. R = Research
A = Action
planning
C =
Communication
E = Evaluation
4-STEP R.A.C.E. MODEL
John Marston
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22. GOALS & OBJECTIVES
22
Major Term Minor Terms
S Specific Significant, Stretching, Simple
M Measurable Meaningful, Motivational, Manageable
A Attainable Appropriate, Achievable, Agreed, Assignable, Actionable,
Ambitious, Aligned, Aspirational, Acceptable, Action-focused
R Relevant Results-oriented, Realistic, Resourced, Resonant
T Timely Time-oriented, Time framed, Timed, Time-based, Timeboxed,
Time-bound, Time-Specific
Peter Drucker

23. SMART OBJECTIVES
• Specific – Can the detail in the information sufficient to pinpoint problems or
opportunities? Is the objective sufficiently detailed to measure real-world
problems and opportunities?
• Measurable – Can a quantitative or qualitative attribute be applied to create a
metric?
• Actionable – Can the information be used to improve performance? If the
objective doesn’t change behaviour in staff to help them improve performance,
there is little point in it!
• Relevant – Can the information be applied to the specific problem faced by the
marketer?
• Time-related – Can the information be viewed through time to identify trends?
23

24. WHAT IS A PUBLIC? A STAKEHOLDER?
• Public:
– Any group whose members have a common interest or value in a particular
situation.
– Must be a group.
• Stakeholder:
– A person, or public, that has a stake or an interest in an organization, or in an
issue that involves the organization. As a result, they affect the organization
and at the same time are affected by it.
– Could be only one person.
– Stakeholders are individuals, groups or organisations that are affected by the
activity of the business.
– All stakeholders are publics, but not all publics are stakeholders.
James Grunig
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25. STAKEHOLDERS VS. PUBLICS
• Grunig and Repper in 1992 differentiated the terms “stakeholder” and “public” in
the following way: Organizations choose stakeholders by their marketing
strategies, recruiting, and investment plans, but “publics arise on their own and
choose the organization for attention.”
• The type of public determines how and what you communicate to the public.
This theory then, points out that an organization should communicate with its
latent and aware publics to solve any problems or issues before the situation
escalates and the publics decide to take action.
• A public is distinct from a stakeholder or a market.
25
James Grunig

26. KNOWING MORE ABOUT…
• Strategy
• Planning & RACE model
• Objectives
• Publics & Stakeholders
26
LEADS US TO…

27. TOOLS

28. PUBLIC RELATIONS VS. MARKETING
Public Relations
• Content
• Relationship
• Dialogue
• Community
Marketing
• Awareness
• Inbound marketing
• Advertisement
• Sales & Numbers
• Conversion
• Traffic building
• Design
28

29. PESO MODEL
29

30. PESO MODEL
• The PESO model takes the four media types—
paid, earned, shared and owned—and merges
them together.
• When you integrate the four media types, you
may find you also have influencer
engagement, partnerships and incentive
programs that extend beyond your internal
walls. And when the PESO model is working
its best, it can help you establish
authority; means you’re a thought leader.
30
Gini Dietrich

31. PESO MODEL
31

32. 32
www.frederikvincx.com/peso-model-kit

33. 33
www.frederikvincx.com/peso-model-kit

34. 34
www.frederikvincx.com/peso-model-kit

35. 35
www.frederikvincx.com/peso-model-kit

36. INTEGRATED PESO MODEL
• Paid Media. Paid media, in this case, doesn’t refer to big, fancy commercials and
highly creative print ads. On the contrary, paid media for a PR program is social
media advertising, sponsored content and email marketing.
• Earned Media. Earned media is what you know as either publicity or media relations.
It’s getting your name in print. It’s having a newspaper or trade publication write
about you. It’s appearing on the noon news to talk about your product. It’s what the
PR industry is typically known for, because it’s one of the few tangible things done.
• Shared Media. Shared media is also known as social media. It’s evolving as well, and
continues to build beyond just marketing or customer service teams using it. Soon,
organizations will share it as their main source of communications internally and
externally.
• Owned Media. Owned media is otherwise known as content. It is something you
own, and it lives on your website or blog. You control the messaging and tell the
story in a way you want it told.
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37. 37

38. 38
iterativemarketing.net/peso-model-marketing

39. IT’S ALL
ABOUT
THE MIX
H O W TO A C H I E V E T H I S P E R F E C T M I X ?

40. THE PERFECT MIX
• Formative and Summative Research
• Strategy
• Goals and Objectives
• Publics and Stakeholders Segmentation
• Evaluation and Measurement
• All this will help you to find the perfect mix of tools
40

41. MEDIA
CLOVERLEAF

42. MEDIA CLOVERLEAF - EDELMAN
42

43. MEDIA CLOVERLEAF
• Imagine the four types of media as a four-leaf clover.
• In the first leaf, we have the traditional delivery vehicles of print or broadcast.
• In the second leaf, hybrid, are the dot.com versions of traditional media and media
that is born digital like The Huffington Post.
• The third leaf, social, includes Facebook, Twitter feeds and YouTube channels.
• The fourth leaf, owned, includes a brand or company’s websites and apps — vitally
important because every company should be a media company.
• Sitting in the middle of the clover is search, the new on-ramp to all forms of media,
content which fuels “search rank” and paid amplification.
Source: Edelman
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44. CASE STUDIES – THE PERFECT MIX
• Growing a Social Media Strategy for NYC’s Central Park: http://bit.ly/2jR7KpB
• Starbucks New Media Campaign: http://bit.ly/2iWDPgz and http://bit.ly/2kkldqZ
• BakingMad.com: http://bit.ly/2jRkFrt
• Red Bull: http://bit.ly/2iWNTpX
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45. THE KING OF ALL
H T T P : / / B I T. LY / 2 I W X K 8 M

46. CONCLUSION
W H AT I S N E W M E D I A & E X A M P L E S
D I A LO G U E & O N L I N E CO M M U N I T Y
Two-way symmetric communication
S T R AT E G Y & R . A . C . E . M O D E L
TO O L S
PESO model
Media cloverleaf

47. THANKS.
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