THE SPINDUSTRY

Media professionals in all media based industries will at some stage in their career be confronted by issues that will need to be overcome with the help of personal characteristics. With ever evolving media, technology and sociological change media professionals have to be versatile within their chosen career paths. Public relations, is the management of deliberate and sustained information communicated between an organization or individual and their public audience to gain understanding and acceptance (About public relations 2013).

As a media professional working in public relations, three potential challenges that could be faced is that of social media, media convergence and media ethics. In response to these challenges I will need to portray personal skills of adaptability, innovation and the ability to multitask and ethical practice and knowledge to overcome these challenges.

Social Media

Social media is a current sociological trend that allows individuals and organizations to use websites and applications to create and share content or to participate in social networking with their audience (Oxford dictionary 2014). Social media tools include interactive social networking sites such as Facebook, Twitter, blogs, podcasts and online videos, which is content created by consumers. Social media has become a mainstream method forming a key part of the media industry and environment. It is a valuable distribution service when information needs to be spread widely and rapidly (Sullivan 2011). Media outlets have taken on the mainstream use of social media to connect with audiences and viewers as a majority of audience's are less likely to access information through traditional outlets such as television, radio and newspapers since the sociological change (Siculiano 2011). Social media has changed the way media professionals communicate and share information with audiences. It is being used as a tool to listen, interact and connect with consumers. With the growth of personal publication, practitioners no longer need to rely as much on media outlets for relaying information to their public audience. Taylor and Kent (2010, p.208) suggest, “Often, new technological forms and channels, such as electronic pitching, podcasting, and blogging, prevail over traditional news releases and media kits.” Social media platforms are a great network for public relations practitioners as it has revolutionized the manner of interacting and marketing to the public as communication between a brand and it's public's is key to success in public relations. “Social media ensures that a brands message keeps moving, creating brand exposure and grant the attention of key influences in its sphere” (Ahem 2014, p.1). Through use of social media public relations professionals can generate mass exposure of a brand through the form of retweets and likes on social media platforms such as Facebook and Twitter reaching engaged audiences increasing brand loyalty (Ahem 2014). Social media could be utilized through promoting clients work, for example that of an add campaign. Many forms of social media are available at our disposal, however picking the right medium comes down to market research and innovative skills. Social media and the Internet have the potential to make an idea take off and allow it to propel a brand or company to instant success (Wright & Hinson 2008). “As opposed to purchasing space through traditional advertising – only a small number of public relations practitioners are effectively using blogs and other social media when communicating with their strategic public's” (Wright & Hinson 2008, p.1).

As technological and sociological changes occur rapidly in the media industry and as a media professional I will have to construct the ability and personal skills to become adaptable and versatile to be able to overcome the issues of social media trends and changes in the public relations industry. Versatility and adaptability has become trend in the media and information technology industry rather than specialized professionals. Turney (2014, p.1) proposes, “Jobs of the future will predominantly go to versatilists.”

Media Convergence

Media convergence is the occurrence of mass media outlets merging through several media platforms. “Convergence alters the relationship between existing technologies, industries, markets, genres and audience's. Convergence refers to a process but not an end point” (Jenkins 2004, p.34). Consumers of media prefer the transition from traditional media to new media formats as media convergence has changed the way society views and sources information by simply being able to access exact information wanted online at any time wanted (Siculiano 2011). Media convergence also impacts the way media is used in today’s modern society as we have the ability to use various windows and being able to shift from sourcing information to downloading music and using social media all at once (Jenkins 2011). This new media convergence allows information to be accessed through different technological devices such as mobiles, laptops and over cloud-based applications (Siculiano 2011). The evolving virtualization of technology and media devices allows consumers to share ideas, similar interests, knowledge and thoughts in a mutual sphere (Siculiano 2011). New media technology has lowered the cost of production and distribution and widely enlarged the extent of available delivery channels allowing consumers to collect, write and recirculate media content in powerful ways (Jenkins 2011). Public relations methods have had to adapt significantly to the introduction of new media convergence. The occurrence had made use of new communication methods and public relations practitioners now use them more than ever. New media platforms such as the internet and social media have reshaped the public relations execution allowing wider access to the public and new communication channels (Kessler 2010).

Employing media convergence as a media professional would allow me to converge various forms of media and technology to maximize a client’s exposure. Wright and Hinson (2008, p.1) suggest, “having other people tell your story drives action. One person sends it to another, then that person sends it to yet another, and on and on.”

Facing the challenge of media convergence as a media professional I will have to gain personal skills in innovation, an ability to create a new way of doing something when it is required. For example converging media platforms to create greater exposure for the organization, brand or individual. Innovation could become a skill required as it is a challenge for media professionals to break through the interference of general content and expose important information as the tools are readily available everywhere for anyone to create content (Siculiano 2011). Multitasking is another personal skill that will be required to overcome the challenge of media convergence. As a media practitioner I will have to acquire the ability to multitask various media platforms. Siculiano (2011, p.205) suggests, “the main challenge in the new age of media is responsibility for reporting over the new platforms. Media professionals must have skills to separate fact from fiction and establish credibility.

Media Ethics

Media ethics is the set of principles and standards for the practice of media professionals in a global aspect (Ward n.d). New channels of communication are reshaping the practice of ethics. Media outlets use communication and technology to collect information, video and images globally with extraordinary speed. The same technology allows media practitioners to circulate the information just as fast to a global audience (Ward n.d). Public relations are utilized to influence target audiences through use of biased information or news (Alia 2004). “Ethics in public relations fills an important need at a time when the credibility of public relations practitioners and firms are under attack” (Black & Roberts 2011, p.1). Media ethics is an essential requirement in the media industry as the impact of reports from media outlets can have extensive influence and effects on people, governments and ethnic groups around the world (Ward n.d). Media ethics in media and public relations is the idea of responsibly considering the effects of media and practices on social change (Alia 2004). Ethical practice in public relations is the motive to create accountability, responsibility, transparency, loyalty, truthfulness and fairness (Black & Roberts 2011). While endeavoring to influence target consumers through the use of public relations, media practitioners must also take into consideration ethical approaches towards media and news releases. This can be approached by focusing on the best outcome for the majority of the audience and the consequence of the release. Taking an advocacy approach to the situation by fulfilling the rules and duties to the public while still following the duties to yourself as a media professional, your practice and organization (Alia 2004).

Facing the challenge of media ethics as a public relations practitioner I will have to negotiate my personal skills such as moral principles, honesty, knowledge of ethical behavior and decision making. Siculiano (2011, p.209) suggests, “media professionals should be trained in media guidelines and policies development from a legal and ethical standpoint.” As a media professional I will have to learn to acknowledge the difference between right and wrong ethical practice and make decisions based on my honesty and moral principles. This can be achieved by looking at each situation differently and approaching the task with focus on the best outcome for the public. “The freedom of speech and ease of access nature of the internet requires media professionals to know where information is coming from and be able to validate it fast” (Siculiano 2011). This must be done with personal attributes of honesty and decision making in mind. However in some cases as a media professional I may have to prioritize my personal skills of morals and honesty for a professional and ethical manner.

These three challenges of social media, media convergence and media ethics I will face as a media professional in the public relations industry. In response to these issues I will need to portray personal skills of adaptability, versatility, innovation, the ability to multitask and ethical practice and knowledge in a professional manner. Social media is a sociological trend that has become a mainstream method in the world of public relations. It allows for interaction with consumers and has changed the way public relations practitioners practice. To successfully over come this challenge I will have to portray personal skills of adaptability and versatility. Media convergence is the formation of media over several media platforms and alters the relationship between existing technologies, industries, markets, genres and audience's. Media convergence is the transition from traditional media outlets to new media outlets allowing for easier and convenient access for consumers. To face this challenge I will need to possess personal skills of innovation and multitasking. The challenge of media ethics is adhering to the set of principle standards, as it is an essential requirement in the media industry. The impact from media outlets can have extensive influence and effects on people, governments and ethnic groups around the world. This will be a challenge as it will require me to have personal skills in honesty, knowledge of ethical practice and decision making however I may be faced with having to prioritize my personal attributes to uphold a professional and ethical status.

*High Distinction Awarded For Assessment Piece

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