Social media allows organisations and individuals to do their own talking and its monumental success has led to some hailing the death of the press statement.
However, it seems traditional media still has an important role to play in the media landscape.
A recent survey 'Influencing the Influencers' found that top business people and politicians do not take negative reputational comment seriously until it appears in print or broadcast.
The survey found that 62% of those interviewed, which included business people, journalists, NGO executives, MPs and the public, would respond immediately to negative coverage in papers or broadcast media while just 21% would feel the need to take a social media story seriously.
This suggests social media is, in some quarters, viewed as of secondary importance when compared with more traditional methods of communication. Many organisations are working on social media strategies to monitor and engage with an online audience, but this research shows that a robust approach to traditional media remains as important as ever.
Social media generate much content but, in the views of key influencers, traditional media is still viewed as more trustworthy and credible than its newer online sibling.
London Evening Standard business editor Anthony Hilton, writing in PR Week (October 20, 2011), agrees:
'A million people may listen, but if they have forgotten what they heard by the next day, can't the company simply ignore it?'
You can download the full report from http://www.theopen-road.com/?p=2272.
No comments:
Post a Comment