It is so true that our media communication environment is changing rapidly. The world we are living is surrounded by digital and global networking in 21st century. The rise of "new media" is develop into our "needs" in our daily lifestyle. Back then, we were still waiting our Mr. Postman to deliver us a letter from friends and family. Today, we have various e-mail sources to choose, Gmail, Yahoo, Hotmail, etc... Our "old media' used to rule the society; we read newspaper everyday, we listen to radio to know the latest news and events. The world of Internet has become much better informed in terms of knowledgeable. In a study stated by John Naughton (2006), John Battelle also describes the extreme effects of search engines such as Google are dominating the advertising and marketing industries. The success of net also becomes a challenge for conventional PR nrews management to keep the companies from flaws and secrets due to the rapid spread through e-mail blog, or instant messaging.
Look at the most known social media sites like Twitter are completely replacing traditional forms of public relations and adversiting (Girtz, 2011). No doubt, Twitter is the micro-blogging site that helped service-based businesses to grow their customers base and drive a loyal online followers. In fact, people don't call or even text their friends anymore, instead they tweet! The change of communication becomes so digitalized.
However, the PR industry is changing for good. As Twitter's popularity increased, it reduced the space between social media and PR industry. Today, thousand of successful Twitter' PR stories are broadly defined as the best PR skill in the world of Web 2.0. Twitter becomes so useful especially in Marketing to monitor brand's reputation online. People tweet about what product they used, what product they love or even hate! According to Bill Gates once said, "If I was down to my last dollar, I'd spend it on public relationships". I'd rather say "If I was down to my last dollar, I'd spend it accessing Twitter to build public relations."
By looking at the Twitter main page of our own account, the combine words and images in complex structures with logos, menu bars, hyperlinks, etc. The way we interpret any new text, whether words or images, will then produce new interpretations, new responses, and new meanings (Walsh, 2006). The affordance in Twitter is about instant messaging that provide the most convenient service in social media. The micro-blogging feature makes the user to 'blog' and keep it sweet and simple due to there is a limitation of word count under Twitter.
Back then, the media ecosystem was dominated by broadcast media, now that we see the powerful of Internet especially social networking site as a role of Public Relation and Advertising.
References:
Naughton, J 2006, 'Blogging and the emerging media ecosystem' viewed on 27 April, 2011, <http://reutersinstitute.politics.ox.ac.uk/fileadmin/documents/discussion/blogging.pdf>.
Girtz, B 2011, 'Twitter replacing traditional advertising and PR', viewed on 26 April, 2011, <http://www.travolution.co.uk/articles/2011/03/24/4515/twitter-replacing-traditional-advertising-and-pr.html>
Walsh, B 2006, 'The textual shift: Examining the reading process with print, visual, and multimodal texts', Australian Journal of Language and Literacy, vol. 29, no. 1, pp 24-37.
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