Page 203 - Convergent Journalism an Introduction Writing and Producing Across Media

Using Multimedia to Communicate with the Media

understanding of the nuances of an issue and how decisions will be
perceived. To our target publics, these exchanges are not costly in
terms of resources or time. Coupled with the speed of multimedia
interactions, these exchanges provide for far more voices in terms of
the conversation, enabling the practitioner to have a finger on the pulse
in terms of reaction to the organization.
A multimedia approach to public relations that includes the char-
acteristics above allows for what is known as viral communications.
As the organization opens a dialogue with its various publics and
provides added value to them through its Web site, the credibility
and integrity of the organization grows like a virus. Friends tell friends,
allowing the solid relationship to expand exponentially. Several politi-
cal candidates have used this technique to their advantage. Few pundits
believed that Howard Dean had a shot at being a contender in the
2004 presidential election, but his viral campaign moved him ahead of
everybody—at least until he self-destructed in Iowa.
The ability of multimedia communications, particularly the Inter-
net, to allow scattered groups to unify into new alliances presents both
opportunity and challenge to the public relations practitioner. The 193
amount of data available on the Internet allows users to become experts
on an issue if they are willing to invest some time. Listservs, electronic
bulletin boards, and discussion groups allow individuals with shared
interests to create synergy of effort. While more highly developed in
Europe than the United States, SMS (short message service or text
messaging) connects us instantaneously and allows groups to develop
and execute strategies at multiple locations simultaneously. The smart
public relations practitioner engages these groups to provide perspec-
tive and gain better understanding of the issue. The practitioner who
lags behind or ignores these new alliances is in for a rough time.

Using Multimedia to Communicate with the Media

A multimedia environment gives modern public relations practitioners
a big advantage over practitioners of past decades by allowing us to
provide information to all media simultaneously. In the past, the linear
nature of batch faxing or phone calls inevitably gave media outlets at
the top of your list an advantage. Today, multiple sources receive your
information at the same time, leveling the playing field.
This multimedia, nonlinear approach proved worthwhile for your
author while he headed the public relations efforts for U.S. European