Page 201 - Convergent Journalism an Introduction Writing and Producing Across Media

Using Multimedia to Build Relationships

audiences. As previously mentioned, the Web has enabled our con-
stituencies to receive information directly. This ability gives today’s
practitioner unprecedented opportunities not only to build relation-
ships, but also to foster trust in the organization.
This also means that the practitioner must accept added responsi-
bility for structuring the communication in a manner that eliminates
confusion on the part of the receiver. Despite some protestations to the
contrary, the news media can be helpful in putting things into context.
This role now falls to the public relations practitioner, who must work
harder to ensure all communication is clear and concise. As pointed
out in Chapter 3, the ability to write clearly has become even more
vital.
Practitioners truly committed to establishing mutually beneficial
relationships will seek every opportunity to add value to their organiza-
tion’s Web site. Providing links to all sides of an argument increases the
credibility of the site. Likewise, providing links to more in-depth infor-
mation gives the visitor the ability to become completely conversant
on an issue.
Multimedia communication lets the practitioner establish a dialogue. 191
Multimedia technology very rapidly established itself along the “pull”
axis as opposed to the “push” axis. This means the practitioner needs
to provide as much information as possible, allowing the target public
to gather information when and where they wish. If we concentrate
on “pushing” information to these audiences, as in the one-way asym-
metrical model of communications, we will surely alienate them or
annoy them.
We are able to enrich the process for both parties by using technol-
ogy to provide our target publics with better information on an issue
affecting our organization. These groups then become more informed
and feel more involved, allowing us to gain valuable and continuous
feedback on the image and reputation of the organization. This dia-
logue also gives us the chance to interact in areas of mutual concern,
which in turn contributes to better relationships.
The dialogue can be enhanced by any number of blogs associated
with the issue. Blogs are becoming more pervasive every day and usually
carry with them a cachet of independence that enhances their credibil-
ity. Learning how to engage in this new form of dialogue will continue
to be a challenge for the practitioner for years to come.
The distance between business and consumer is closing. Time and
distance once prevented our target publics from knowing much more