Taking a Deep Dive Into

Communications Platforms

COM 280

Kevin Brett

November 6, 2014

The World Was So Much Simpler

• Earned Media – Stakeholder Relations;

Publicity; Media Relations – Newspapers,

Radio, Television

• Paid Media – Display, Classified Ads,

Billboards, Television and Radio Ads

Moore’s Law • Gordon Moore and Moore’s Law: The

number of transistors on the chip doubles

every 18-24 months

Disruptive Technologies • Print Era: Printing presses for newspapers, magazines,

posters, books (1439 to Present)

• Broadcast Era: Ascendancy of Radio and Television

(20th Century)

• Digital Era: Access of digital content via wireline;

wireless; websites (Web 1.0; 1990)

• Social Media Era: Exchange of digital content via blogs,

social, mobile & cloud (Web 2.0; 1995)

Digital Flattens the Earth

Makes Communications More Complex

• Earned Media – Public Relations,

Publicity, Media Relations, Blogger

Relations, Social Media Participation/

Monitoring; Newspapers, News

Aggregators, Radio, Video Streaming,

Television, Cable, Satellite …

Digital Flattens the Earth

Makes Communications More Complex

• Paid Media – Newspaper, Magazine, Radio,

Television, Billboards, Search Engines, Social

Media Sites, QR Codes, Product Placement,

Guerilla Marketing (e.g., coupons, leaflets,

sandwich boards), algorithms to identify desired

demographics…

Drum Roll: Owned Media

• Digital in Nature

• Embraces Self-Publishing

• Intent May Be Two-Way Asymmetrical

• Reality: Two-Way Symmetrical

• Keep in Mind: Digital is Eternal

The Website is Still Relevant

• Owned Media – Organization website with

text, audio, video, search; blogs; FB,

Twitter, LinkedIn, YouTube, Instagram

pages, infographics, Tactile and online

brochures, media kits, company events,

trade shows (e.g., CES)

Think: Three-Communications

Platform Campaigns

• Earned Media: Conventional/Digital

Public Relations/Publicity

• Owned Media: Predominantly Digital

Publishing; Organization Controlled

Content

• Paid Media: Conventional/Digital

Advertising