Beginning the Journey
8. Public Relations: Digital Convergence, Access and Technology, and Integration
8Public Relations: Digital Convergence, Access and Technology, and Integration We do face a global communication medium village, even if the phrase is a tricky one to get our lips around as we say it. The media we have available for use have made global communication possible and, at times, unavoidable. Digital advancements have massaged traditional understandings of how we do, can, and should communicate. They have also brought about media convergence that de- mands the integration of communicative initiatives. We use this chapter to take you through a discussion of what the digital label refers to in light of convergence, digital access and digital technology, Internet users and preferences, the strategic use of social media, tracking digital change, and professional integration. Digital Let’s start the digital discussion by referring back to the idea of push versus pull that we touched on in chapter 7. Push communicative efforts get nudged in some- one’s face while pull communicative efforts are those that must be brought or made accessible to the receiving individual by him- or herself. Historical distinc- tions between push and pull were pretty clear, but digital developments are quick- ly redressing them. Knilans sheds light on what has occurred. But what I believe is really happening is that push and pull media have merged. One seeks to draw you into the other in a vicious cycle of online continual connectivity. For 178 | Strategic Planning for Public Relations: Beginning the Journey example, television (push) encourages you to follow along with a...
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