Flickr Image: The American Library Association (ALA)
Barcodes have been used in the retail, logistics, inventory/warehousing and governmental environments since the 1970’s. There are numerous types of 2D barcodes, but for this post, I’ll be referring primarily to Quick Response (QR) codes – which didn’t come into existence until 1994. QR codes have been popular in Japan for quite some time and even have been used in some European countries but have struggled to gain acceptance here in North America.
About a year ago, my BurrellesLuce colleague, Lauren Shapiro, wrote about the world being a giant barcode and how this might affect the public relations and marketing realm. In September 2010, I attended a PRSA professional development day (hosted by SWMO PRSA) where Ben Smith, Social: IRL agency, talked about PR and media uses for QR codes – that’s when it started to “click” for me. Then, a few months ago, another colleague, Denise Giacin, wrote about a book by a New York Times reporter and his perceptions of the changing media landscape – each chapter beginning with a QR code.
So, if this is not new, why am I just now writing about this? Because it seems to me that it’s no longer just speculation by the thought leaders, but it’s actually catching on. (I’m a wait and see kinda gal, after all Missouri is the “Show Me State.”) With the popularity of smart phones, QR codes are now more practical than in the past and are probably destined to become even more so in the future. Google Places began using QR codes, issuing window decals, in December 2009 as a quick way to see reviews and coupons for local businesses. There’s a myriad of uses in the communications field and I’ll talk more about that in my next post.
A number of print media outlets are now using barcodes to connect the reader’s print and online experiences. Mobile barcodes offer publishers an easy way to bridge the gap between traditional print mediums and digital media. The barcodes allow them to offer a more personalized and interactive experience – like linking from an advertisement to a coupon or recipe. But it’s going beyond advertising now.
The Washington Post recently began including QR codes to offer “digital jumps” to additional content. Lucky Magazine uses QR codes to link to hair and makeup instructional videos. South Florida Sun Sentinel uses QR codes to link to digital content. USA Today announced last week that they are making a commitment to use at least one Microsoft Tag (a proprietary 2D barcode) in each daily section that will provide mobile access to photos, videos and other online content. Even some college papers, Cal State Fullerton for one, have begun using these barcodes in the print edition.
The naysayers are convinced of the demise of print media; however, new technologies like QR codes offer the ability to make their content more interrelated. It provides readers with a more interactive and productive experience.
Is this just what print media needs or is this a stop-gap measure on the downhill slide? I look forward to you sharing your thoughts with our readers.
The durability of news outlets that are tightly linked to their neighborhoods provides opportunity for PR practitioners willing to understand and invest in what these hyperlocal outlets and hyperlocal communities value.
The number of these so-called “hyperlocal” sites is growing, as traditional media and leading search engines partner with existing hyperlocal operations and non-media entities, such as universities, to create hyperlocal news products.
“Hyperlocal is difficult, expensive and not for the faint of heart,” says Barb Palser, director of digital media for McGraw-Hill Broadcasting Co., in this American Journalism Review article. Nonetheless, she notes, “news organizations and startups across the country are betting heavily that hyperlocal news sites will solve the needs of both consumers and advertisers.”
For me, it’s official – the world has gone totally mobile. The other night a commercial, on a kids’ cable channel my daughter watches, featured a Grandmother giving her little grandson (he looked about six to me) a tablet-reader for Christmas. I’ve been forewarned and won’t be shocked if my eight year old asks for one.
No wonder the rush continues for traditional media to expand to mobile devices, with some innovative apps already rolled out and others on the way:
The Economistjust launched an enhanced version of its publication for the iPad and iPhone. Readers can tweak the layout and graphs so they can receive all the robust content of the magazine, but in a format that makes sense for a small screen. “You’re trying to recreate your print magazine but redesign it to make the most of the medium,” said Oscar Grut, managing director of digital editions for The Economist.
Oprah’s O, The Oprah Magazinehas just released its iPad app to much fanfare. As described in the Marketwire release, “’I love the written word, and I love the iPad — to me, it’s another way to experience the intimacy of this magazine and its part of the future of the business,’ said Oprah Winfrey. ‘It’s a new way to connect with our readers, who are on a path of becoming their best selves.’”
New Corps’ Rupert Murdoch and Apple’s Steve Jobs recently announced they would be teaming up to create a new iNewspaper. “The collaboration, which has been secretly under development in New York for several months, promises to be the world’s first ‘newspaper’ designed exclusively for new tablet-style computers such as Apple’s iPad, with a launch planned for early next year,” writes Edward Helmore in this Guardian UK article. “According to reports, there will be no ‘print edition’ or ‘web edition.’”
In fact, there are already enough publications with apps (over 700) available to audiences and readers on the iPad that strategic research company McPheters and Company was able to put together a ten best list. “McPheters ranked the print-to-iPad products based on design, functionality and use of rich content.” The list presents an interesting mix of both newspapers and magazines covering the gamut of lifestyle, culture, politics, news, sports, food, fashion, etc. The number one spot went to The New Yorker app, with apps for newspaper circulation heavy-weights USA Today and The Wall Street Journal making the list at number eight and ten respectively. Fashion entrant Net-A-Porter made the list at number five.
Mobile applications are becoming such an integral part of the media landscape that other industry organizations are taking notice. The American Society of Magazine Editors announced that among the changes to the National Magazine Awards 2011, they will include a new award for mobile editions.
In this age of PR 3.0, how are you using mobile apps to connect with your audiences? If you use a mobile device to read newspapers and magazines, what outlets would top your list of best media apps? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
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Bio: I’ve been in the media business all of my adult life, first in newspapers before going full circle and joining BurrellesLuce, where I now direct the Media Measurement department. I’ve always enjoyed meeting and especially listening to the needs of our customers and others in the public relations and communications fields; I welcome sharing ideas through the Fresh Ideas blog. One of my professional passions is providing the type of service to a client that makes them respond, “atta girl” – inspiring our entire team to keep striving to be the best. Although I have been lucky enough to travel through much of Asia and most major U.S. cities for business or pleasure, my free time is now spent with my daughter, visiting family/friends, and of course the Jersey shore. Twitter: @domeasurement LinkedIn: Carol Holden Facebook: BurrellesLuce
JOHNA BURKE: Hi, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Media Relations Summit. I’m joined by Gary.
Gary, will you please introduce yourself?
GARY WELLS: My name is Gary Wells. I’m the senior managing director for media relations and global communications at Dix & Eaton.
BURKE: Now, Gary, you just gave a presentation talking about how traditional media and social media is incestuous. How do you manage the media relations, knowing that?
WELLS: First, a little bit of context about why I suspect that they are so incestuous. There’s been a lot written about the fact that the news media, mainstream media, are having financial difficulties, which is true; however, it’s a bit exaggerated. The mainstream media are not going anywhere, which means in a crisis situation they’re no less important; in fact, more important than they have ever been before for a number of reasons, not the least of which is what happens in the mainstream media drives much of the commentary on blogs about a crisis or an issue when it emerges. And what happens in the blogs then drives much of the chatter on social networks, as well. So mainstream media, from that standpoint, will continue to be very important.
At the same time, what happens–and this is where the incest, so to speak, comes in–and that is that social media and blogs report on what the mainstream media says, as well. So each genre reports on what the other says and treats it as a story. That’s fine as long as it doesn’t segue into falsehoods or inaccuracies because the story is perpetuated, but in this case so are the falsehoods or the inaccuracies, as well. In that situation, you have to move very quickly to monitor what’s being said about you not only in the mainstream media, but also in blogs and social media, and correct any inaccuracies as quickly as possible.
BURKE: Gary, thank you so much. I think those are incredibly valuable messages for media relations professionals and PR professionals at all times.
WELLS: My pleasure.
BURKE: Can you tell us where people can find you in social media or online?
WELLS: Sure. Probably the best place is to start with our website. It’s www.dix-eaton.com, and also the same address for Twitter.
Is it really necessary for companies to monitor social media in order to interact with their customers? Or is there a better way to observe and report on your client base?
Rick Mans believes this to be so in his blog post entitled, Why Companies Should Not Invest in Online Monitoring, featured on Social Media Today. He writes that “If companies really cared about what was going on, they would have invested in such a social infrastructure that complaints/news about their products and services would come to them in no time.”
He goes even further by stating “…monitoring tools are a poor man’s solution to engage with your audience… when you are in touch with your audience and your audience can find you and you have created a group of loyal people (brand ambassadors / evangelists) around your online presence, you won’t need monitoring tools to discover complaints.”
This runs counterpoint to a contention of the modern business age that all social media must be monitored in order to truly be in touch with all of your customer feedback.
However, I believe the point Mans attempts to make is that if the proper feedback infrastructure is created internally, then the monitoring of online media will only be redundant. Moreover, no news should be breaking in the world of social media that you shouldn’t have been made aware of and are already working towards either finding a solution or a way to profit from it.
In a perfect world this may be so. Even if companies create their own customer feedback rail network, they still must possess the ability to anticipate the response in the social media world in order to best deal directly with their client base. After all, if a customer truly cares enough, they will vent or praise in their preferred online outlet (be that Facebook, Twitter, or some other forum) regardless of whether a company maintains a presence there or not.
Thus, it is imperative that we do both – monitor online media and genuinely listen to and engage with constituents. That is why BurrellesLuce is working even harder to create even more tools to help you listen, manage, and respond to the activities taking place in both traditional and online news, social media, and broadcast. Stay tuned in the coming month(s) as we unveil new ways for you to effectively take charge of your WorkFlow.
In the meantime, what do you think? Is it critical to incorporate online monitoring into the larger engagement funnel or is it merely a show put on by companies? How are you using online monitoring in your public relations and marketing efforts? Please share your thoughts with me and the readers of Fresh Ideas.
The durability of news outlets that are tightly linked to their neighborhoods provides opportunity for PR practitioners willing to understand and invest in what these hyperlocal outlets and hyperlocal communities value.
For me, it’s official – the world has gone totally mobile. The other night a commercial, on a kids’ cable channel my daughter watches, featured a Grandmother giving her little grandson (he looked about six to me) a tablet-reader for Christmas. I’ve been forewarned and won’t be shocked if my eight year old asks for one.
Is it really necessary for companies to monitor social media in order to interact with their customers? Or is there a better way to observe and report on your client base?
PR News 2010 Media Relations Summit: Gary Wells, Dix & Eaton, interviewed by Johna Burke, BurrellesLuce
Monday, October 18th, 2010Transcript –
JOHNA BURKE: Hi, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Media Relations Summit. I’m joined by Gary.
Gary, will you please introduce yourself?
GARY WELLS: My name is Gary Wells. I’m the senior managing director for media relations and global communications at Dix & Eaton.
BURKE: Now, Gary, you just gave a presentation talking about how traditional media and social media is incestuous. How do you manage the media relations, knowing that?
WELLS: First, a little bit of context about why I suspect that they are so incestuous. There’s been a lot written about the fact that the news media, mainstream media, are having financial difficulties, which is true; however, it’s a bit exaggerated. The mainstream media are not going anywhere, which means in a crisis situation they’re no less important; in fact, more important than they have ever been before for a number of reasons, not the least of which is what happens in the mainstream media drives much of the commentary on blogs about a crisis or an issue when it emerges. And what happens in the blogs then drives much of the chatter on social networks, as well. So mainstream media, from that standpoint, will continue to be very important.
At the same time, what happens–and this is where the incest, so to speak, comes in–and that is that social media and blogs report on what the mainstream media says, as well. So each genre reports on what the other says and treats it as a story. That’s fine as long as it doesn’t segue into falsehoods or inaccuracies because the story is perpetuated, but in this case so are the falsehoods or the inaccuracies, as well. In that situation, you have to move very quickly to monitor what’s being said about you not only in the mainstream media, but also in blogs and social media, and correct any inaccuracies as quickly as possible.
BURKE: Gary, thank you so much. I think those are incredibly valuable messages for media relations professionals and PR professionals at all times.
WELLS: My pleasure.
BURKE: Can you tell us where people can find you in social media or online?
WELLS: Sure. Probably the best place is to start with our website. It’s www.dix-eaton.com, and also the same address for Twitter.
BURKE: Thank you so much.
WELLS: Thanks.
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