This is because it’s simply no longer possible to separate ‘new’ media from traditional media – which means that the results of any campaign that treats online and offline as separate entities will be stunted. A PR programme should treat converged media as one entity if it is to be successful.
Converged media means that the once clearly-defined areas of TV, radio, online and print have become inextricably linked. For example, TV and radio now broadcast over the internet, while mobile operators are hosting TV channels using internet protocol.
Understanding the relationship between, and the nuances of, converged media will significantly increase your opportunity to generate positive coverage. Converged media also creates opportunities for your target audience to act when they see coverage of your organisation. For example, someone may read about the findings of a new report commissioned by your company in a magazine, then go online and download the whitepaper for more details before inviting you to pitch.
At Carrot, we pay close attention to trends in converged media, not least because developments in new or emerging technologies, such as the web, mobile, IM, IPTV etc, will impact our clients’ business and their communications strategy – and subsequently their PR activities.
We are perfectly positioned to provide informed consultancy on converged media. We’ll identify quickly which trends should be monitored and acted upon in order to help your company meet its business objectives as swiftly as possible.
Below are just some of the services that we offer to help you work converged media to your advantage.