Plug into PR and enter 'Brave New World' of Media

A year-long study into the future use of media by the UK technology and creative solutions provider, Red Bee, recently sought the views of experts such as Google, FreemantleMedia, Virgin Media, and Cisco on the future of TV. Perhaps not surprisingly, the experts' views were that changes in people's behaviours are being driven by new and connected devices & technologies such as tablet PC's like the iPad; the Kindle and internet connected TV's. Something else as revolutionary as Google is expected to enter the marketplace and some of industry experts even suggested that Facebook will become the leading distributor of media by 2020 for anything from music to film.

Much of the focus was on the influence of online. Predictions were that 'media' will be seen as a virtual channel not a tangible product by 2020. Yet traditional broadcasting was still seen by some as continuing to be a powerful medium. Going forward, tablet PC's were predicted to play a vital role since mobiles were considered too small for long-form viewing and computers too cumbersome.

Trends here in Northern Ireland bear out these views. Statistics published by the broadcast and telecoms regulator Ofcom revealed that almost a quarter of NI residents now have a smartphone with 59% having purchased them in the past year. Use of social networking sites increased 11% on the previous year and has doubled since 2008, with now almost half of Northern Ireland consumers visiting such sites at least on a weekly basis.

Watching audio-visual content over the internet is also a growing pastime locally. With 2012 the year of digital switchover here, 90% of homes with a TV already have access to a digital television service and online TV viewing is up from 32% in 2008.

A preview of an annual study conducted by the US-based marketing & PR software provider, Vocus, also confirms the direction in which media consumption seems to be heading. 'State of the Media 2012' predicts that mobile applications will continue to increase with social media 'a standard marketing practice now'. As newspapers continue to merge their print and digital operations, the iPad is also drawing magazine readers in and TV channels providing online streaming of shows and newcasts are offering a more comprehensive news experience.

Such media cross-over presents marketers with more choice and opportunity than ever before to provide relevant content tailored to a wider range of platforms. But it is still a choice that should include traditional media for the foreseeable future. Radio continues to be a popular medium notwithstanding the competition and it would seem that we are creatures of habit when it comes to linear TV when millions of people are still tuning in to watch their favourite programmes at the scheduled times. Although cracking a programme search function similar to that available on the internet will be a 'game-changing' advancement.

Creating and distributing newsworthy content has always been the lifeblood of PR. The emerging range of hybrid media channels offers exciting opportunities for communications campaigns that adapt and apply PR techniques across multi-platforms, especially when interactive features for sharing and commenting on content are added into the mix. A tough economic climate also means people tend to go out less and consume more media. BARB and Rajar figures show media consumption increasing across UK households and a recent Ofcom survey revealed people would rather cut back on holidays and cars than broadband and media subscriptions. So PR-generated media content targeted at a well selected mix of media is likely to be reaching a growing audience. Not surprisingly therefore that digital PR is one of the fastest growing service niches within our industry. The availability of online analytics to measure exposure and audience reach; the extent to which the audience is aware of, understands or remembers a message; and how opinions and behaviours are being influenced, is making this kind of PR activity a powerful and demonstrably effective communication tool for businesses.

 PR has always been well regarded for its ability to provide strong returns on the cost of media investment and as the industry continues to make advancements in tracking media outputs, out-takes and outcomes of activity there has never a better time to plug into PR.

Sources: Red Bee Media, 'Tomorrow Calling'; Ofcom Communications Market Report: Northern Ireland August 2011; CIPR: Research, Planning & Measurement Toolkit March 2011 & Digital and Broadcast Media: the Changing Broadcast Landscape 2009; Vocus State of the Media Report, January 2012.