MEDIA RELEASE 11 May 2007
Keeping up with the changes in mainstream and online media
Business people need to keep up with the move towards online and digital trends
in the Australian media, according to John Croll, CEO of Media Monitors who
addressed a business meeting hosted by the Public Relations Institute of
Australia this morning.
"Breaking news, which was once the domain of radio stations, is now chiefly
carried by the Internet. The speed at which stories reach the headlines has
shortened dramatically and business people can't afford to not keep pace," said
"Citizen reporters are now a major part of major news stories like the recent
events at Virginia Tech in the US. The first footage that made it to air very
shortly after the shootings took place, was mobile phone footage of witnesses.
No longer is quality of footage the key consideration, it's far more important
to get something on air or on the Web.
"Blogs are also playing a major role in spreading the word. According to recent
report by Technorati, there are 120,000 new blogs created worldwide each day,
with 3.9 million blogs updated at least weekly. The blogosphere as it's called,
is doubling in size every six months. Business people need to know what bloggers
are saying about their organisations.
"There are plenty of organisations who are harnessing the power of the Web and
blogging. Tesltra has set up a specific website called 'Now we are talking'
where they invite customers and other stakeholders to comment on any aspect of
Telstra's business, which is a pretty gutsy move.
"At Media Monitors we are keeping pace with these media changes by offering blog
and Web monitoring, digital capture of TV and radio coverage and focusing on
analysis rather than the big pile of clippings.
"The pace of change in the Australian media is set to continue. It will be
driven by the increased speed and penetration of broadband Internet and the use
of mobile phones as a multimedia devices," said Croll.
Released for Media Monitors by Dennis Rutzou Public Relations (www.drpr.com.au)
For further information please call Nicola Rutzou on (02) 9413 4244.