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Leon also highlighted the session’s agenda and topics which were as
below:
• Trends within the media industry
• Social media
• The new audience
• Cross cultural communication
• Media intermediation
• Paid versus free content
• Citizen journalism.
Shameem was the first panelist invited to shed light on the topic. She
shared her vast experience in Public Relations and talked about her
book “Growing in Public Relations - Lessons from the Past” in which
she has encapsulated her knowledge for young PR practitioners and all
communication students. She repeatedly raised the point that
nowadays PR pros are not following the correct processes and
sometimes even getting their CEO’s picture on the front page is
considered enough. She spoke about how social media has
revolutionized the PR industry and how pros should integrate
traditional media, social media and academic theories like Laswell’s
paradigm, Two step flow, Spiral of silence, Grunig’s Agenda Setting
theory to succeed. Later in the discussion she shared an insightful
survey done by PRSA and is also on Public Relations Journal Vol 3, No
3, Summer 2009, “How PR Practitioners actually are using Social Media
-
Donald Wright and Michelle Hinson”. Click on the link to read in detail
-http://bit.ly/7SyrgA. The survey was on the PR Social Media Dilemma –
Big Gap between what they say is happening and what they say
should be happening in terms of social media use in PR. The top
three categories that should be important in overall communications
and PR efforts:
1. Search Engine marketing
2. Blogs
3. RSS
Next was Suzie to provide her views on the topic. In her energetic and
engaging presentation she shared the Social Media Sphere (Carta
hubung kait media social di alam maya). She also highlighted the
below points:
• Traditional media will still work.
• Blogs still need traditional media to create awareness about their
existence.
• She spoke about her 8 year daughter’s blog which has attracted
numerous visitors, high volume of hits and followers in just 5
days.
• ‘Hari Malaysia’ campaign success story due to media coverage.
• 27% of Malaysia’s population has internet connection.
• 6:1 is the ration for Urban: Rural for internet penetration.
• 101% of population has cell phones as one person can
sometimes own two cell phones.
Last but not the least, was Cameron. With his vast industry experience
of working in Europe, Australia and Asia, he shed light on many
interesting facts and statistics:
• Its about time organizations should try paid tools against free
tools.
• Positive / Neutral / Negative comments for coverage are non
descriptive (this does not show performance trends).
• Blogs / Online content analysis should be much more than
Positive / Neutral / Negative, more accurate methodology is the
CARMA Favorability ratings (0-100) where number of key factors
such as positioning, tonality, etc are used to score each article.
• Seat on the top table of executives by a Communication / PR
representative will only be possible when they are independent.
• Compared Social Media Evangelist (advocates) vs. Traditionalists
(cynical):
After the panelist’s discussion, was the Q&A session. There were some
really interesting, fiery and passionate questions and I think the guest
panelists did a good job to meet everyone’s expectation. The audience
engagement tool “Twitterfall” was used to track #AMM (event’s
hashtag), which had numerous interesting live comments on the event.
Many thanks to @scorpiojerm, @nicklwc, @kimberlycun, @minishorts,
@paprikaglobal, @nikicheong, @kukokpeng for contributing and sharing your
ideas, thoughts and feedback. Light refreshments were served after
the session and I thoroughly enjoyed mingling around with clients,
friends, twitterers and new people.
Cheers!!