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#diginfo# 传统媒体、公关与新媒体的博弈-Digital Journalism 2012报告解读  

2012-07-06 19:44:13|  分类: 默认分类 |  标签: |举报 |字号 订阅

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一直以来,大部分的媒体人都有这样的甜蜜和困惑:新媒体抢走了传统媒体的受众,同时新媒体也为传统媒体提供了新鲜的新闻资源和新的渠道,但是这被“内容学派”看作是双赢的局面并不如想象中完美。当传统媒体成为趣闻话题的剪贴手和收集器的时候,传统媒体对突发事件和敏感事情的选择性失语正加速传统媒体的死亡。当然,在新媒体的牢笼里挣扎的还包括这些传统媒体的网络版。 更重要的是,传统媒体的“造血”能力在逐渐变弱,从传播学的角度讲,传统媒体相当大部分的话语权也拱手让与神人和吊丝。

以新浪微博和腾讯微博为代表的微博平台和内容,是记者编辑的福地,也是传统媒体的死地。

和传统媒体一衣带水的传统公关也面临这样的难题。一方面媒体不再依赖于新闻稿,另一方面传统媒体的影响力也在大幅度减弱。当然你要说,那些以危机公关和品牌声音管理为特色的4A公关不会受影响。但是,看一看西门子肯德基英特尔的案例,你将明白,新媒体危机环境和处理和传统的危机处理就是天与地。

这是一场血腥的博弈。未来不属于内容,未来不属于形式,未来只属于影响力! 

Oriella PR Network的Digital Journalism报告会帮助我们对这一趋势有更深的理解。这一全球报告同时也选取了新浪微博和中国媒体,帮助新浪微博在新媒体研究领域实现吊丝的逆袭。


          1 First of all, a far wider range of content assets are being used by more publications. 
All kinds of media – from national newspapers to lifestyle titles and B2B media – are using content such as infographics, videos and blogs to enhance their coverage.Particularly striking is the adoption of video, which has shot up from 20 percent in 2011 to over 36 percent today on a worldwide basis. 
2  The study suggests that enthusiasm for ‘open source’ journalism has been tempered a little, while reliable contacts are more valued than ever.
More than half of our respondents (55 percent) said they use microblogs to source new stories, and 44 percent use blogs in the same way – but only when the source behind it is known or trusted by them. For unknown sources, reliance on social media roughly halves – falling to 26 percent for microblogs and 22 percent for blogs. 
4 However, 63 percent of respondents would source stories from industry insiders. This preference for the ‘trusted source’ is also supported by where journalists say they go as their first point of call for news stories.  In 2011, the press release in-tray was the top starting point; this year, it had fallen to third place. 
5 Spokespeople have become the most valued starting point for news stories, by a comfortable margin. These trends are telling of the expectations media (and other influencers) have of brands today. 
Journalists won’t accept ‘pre-packed’ news from brands (and their agencies) in the form of releases, and they are looking for far more variety in the kinds of stories brands talk about, and the way they are told. And, they expect brands to be properly engaged with the relevant social networks: not as a box-ticking exercise driven by the PR department, but a genuine engagement at all levels of the business.

diginfo 传统媒体、公关与新媒体的博弈-Digital Journalism 2012报告解读 - liblog - Liblog 第九传媒
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