New Media Evolutions in Journalism & Public Relations

By Jennifer CoxUniversity of Florida

Objectives

• New media innovations:– Journalism– Public relations– Relationship between the two

• Brainstorming session

• Discussion

New & Social Media?

• What is it?

• How did it begin?

• What is involved?

Journalism: Business Model

Long Term Goals

ShortTerm Goals

Convergence & Cross-Promotion

Reporting Process

Distribution of the Message

Distribution of the Message

Work Expectations

Work Expectations

Public Relations/Journalism

Distribution of Message

Image/Branding

Event Planning

Audience Expectations

Image Control

New Media – Haiti

New York Times: Haiti Earthquake

The Red Cross: Haiti Earthquake

You Decide

Scenario: A small child is injured on a Disney ride. He did not meet the height requirements for the ride.

JOURNALISTS:

• How do you approach the coverage utilizing new media strategies?

• What information/images do you need?

• What are the audience expectations?

PUBLIC RELATIONS:

• How do you mitigate the damage utilizing new media strategies?

• How do you connect with a concerned audience?

• What technologies can you use to manage the situation as news unfolds?

BOTH:

• How would you use one another to develop this story/minimize harm?