The Effects New Media has on Globalization

When the Internet came out a few years ago, the world instantly shrunk. Business was able to take place from anywhere in the world at the click of a mouse. Suddenly, there was no such thing as a big world, yet, instead, the world was as Thomas Friedman explains in The World is Flat a global village. In the last year or so, more and more technology has come to the service making a drastic difference in how public relations practitioners do there jobs as well as how our world functions.

Large corporations for years have been struggling to find ways to launch global campaigns, and very few have actually mastered it due to cultural differences. Something that is a massive success in one country could be a complete failure in another. Global PR agencies have been formed as an attempt to get an inside voice in the culture and global offices are created, which are all smart business moves, but now there is an even easier way. You can speak with the industry leaders or the businessmen/women in the industry you hope to launch in, but what about the consumers. Social networks and blogs, especially, are allowing PR practitioners to get insight into the culture and community. They are now able to read what is going on in the lives of the average consumer, what is it that they want or need, and how do they want it delivered? It is important to realize that this is not one-way communication. It is actually a two-way communication model. PR practitioners have the opportunity to discuss issues or ideas with people in the communities through blog comments or messages, which has never been an option in the past. It is really giving PR professionals the opportunity to genuinely connect with the community and cultures they wish to learn more about.



Hemingway brings up a very important point in the previous video. A PR professional needs to be aware and sensitive to the ground they are entering. More importantly, they should never lie about their intentions when contacting a blogger or during a conversion through online technology. Hemingway says "in the digital space everyone can here you scream...you really have to be honest," which is extremely interesting and true. In all the noise online, there are always lies, therefore, it is important to be a honest with your audience to set yourself apart. Also, you need to be conscious of what messages you are sending as well as where the power in the conversation is. It is important to let them run the conversation and have the power just as much as it is for you. That will be a great way of participating in two-way communication, which, in turn, will improve your chances of a strong relationship in the culture you wish to enter.