Podsanity


IR/PR Professionals and new media
October 13, 2006, 1:28 pm
Filed under: media, podcasting, Podcasts, TV, Videocasts

Had the opportunity to join a panel moderated by Dana Gardner of Interarbor Solutions on the topic of RSS, and new media for an audience comprised primarily of PR and IR professionals. It is still surprising how much disparity there is between the PR professionals who have embraced new media and the laggards. Sure, I get the cultural issues of a profession that is built around language and people skills colliding with technology. And, yes, I understand that there is resistance in some circles to adopt technologies that seem to hand control of information flow over to the consumer,….but your not going to stop the transition. The traditional media outlets are losing viewers or subscribers at alarming rates, and consumers are becoming more technically savvy by the day. The technology is also becoming more approachable by the day, so blogs, RSS feeds and news readers are becoming more mainstream tools instead of serious information consumers….

Do communications professionals still need to use other vehicles to reach less tech savvy audiences? Of course, absolutely, but when 31% of the internet connected audience is using RSS, there’s an enormous opportunity missed if you can’t master the technology to get your message out through this new information channel. When every iPod toting business woman, can listen to their news and entertainment in a podcast or portable movie, you have just lost a meaningful vehicle if you can’t get on board.

One audience member commented “…but my audience wants to read a couple of paragraphs in a press release…” (rather than get their information through a podcast). If you’re sure that’s the only way that your audience wants to get its information, stay the course….

Many, many communications professionals have continued to evolve and have become new media mavens, but the disparity from earliest adopted to stubbornest luddite is remarkable.

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