Navigating Disruption , livre ebook

Marshall Cavendish International - Bertrand Teo

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120 pages

English

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The connection between the media and popular culture is inextricably linked. What we listen to, watch and consume influences our way of life and shapes the stories that content creators tell through mass media. With digitalisation, the ways in which storytellers reach their audience have evolved significantly. Navigating Disruption: Media Relations in the Digital Age offers an insight into this digital evolution through the eyes of a working-level journalist. This book tells the story of the seismic shift in media operations in both US and Singapore newsrooms between 2011 and 2015, when the author witnessed the cascading impact of digitalisation in newsrooms across transnational borders. His foray into public relations-post-journalism-helped him to frame the impact of digitalisation on Singapore audiences. He shares his take on changing media consumption habits and how PR tactics have adapted to the evolving media landscape.

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Publié par	Marshall Cavendish International
Date de parution	09 octobre 2020
Nombre de lectures	0
EAN13	9789814928120
Langue	English

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2021 Marshall Cavendish International (Asia) Private Limited
Text Bertrand Teo
Published by Marshall Cavendish Editions
An imprint of Marshall Cavendish International

All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the Publisher, Marshall Cavendish International (Asia) Private Limited, 1 New Industrial Road, Singapore 536196. Tel: (65) 6213 9300.
E-mail: genref@sg.marshallcavendish.com Website: www.marshallcavendish.com
The publisher makes no representation or warranties with respect to the contents of this book, and specifically disclaims any implied warranties or merchantability or fitness for any particular purpose, and shall in no event be liable for any loss of profit or any other commercial damage, including but not limited to special, incidental, consequential, or other damages.
Other Marshall Cavendish Offices:
Marshall Cavendish Corporation, 800 Westchester Ave, Suite N-641, Rye Brook, NY 10573, USA Marshall Cavendish International (Thailand) Co Ltd, 253 Asoke, 16th Floor, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia
Marshall Cavendish is a registered trademark of Times Publishing Limited
National Library Board, Singapore Cataloguing in Publication Data
Names: Teo, Bertrand.
Title: Navigating disruption : media relations in the digital age / Bertrand Teo.
Description: Singapore : Marshall Cavendish Editions, 2020
Identifiers: OCN 1191463676 | eISBN 978 981 4928 12 0
Subjects: LCSH: Mass media--21st century. | Social media--Economic aspects--Singapore--21st century. | Public relations--Singapore--21st century.
Classification: DDC 302.23--dc23
Printed in Singapore
This book is dedicated to my parents Clement and Lynn. I cannot thank you enough for raising me and showing me unconditional love .
And to my wife, Xiaoqian, for encouraging me and being my pillar of strength. Thank you for keeping my heart warm .
Contents
Foreword
Introduction: The Importance of Telling the Singapore Story
PART I
HOW DIGITALISATION TRANSFORMED THE NEWSROOM
1. The Global Dominance of US Media
2. The Road to Louisville, Kentucky
3. Life as a TV News Producer
4. CNA: From Television to Transmedia
PART II
BYPASSING MAINSTREAM MEDIA: PUBLIC RELATIONS IN A DIGITAL WORLD
5. A Portrait of Singapore s New Media Landscape
6. The Impact of Digitalisation on Public Relations
7. Planning the Digital PR Campaign
PART III
A GLIMPSE OF THE FUTURE OF CORPORATE COMMUNICATION IN SINGAPORE
8. Singapore Brand Journalism: A Nation-Building Model
9. Corporate Storytelling and Message House Design
10. Internal Communication in the Digital Age
11. What s Next for Public Relations Professionals?
Epilogue
Acknowledgements
About the Author
So much has happened, but nothing has changed, sings Glenn Frey in his 1985 hit You Belong to the City . I do believe this is true for public relations. Change in our profession has much accelerated, especially in the last 10-15 years, but the basics continue to be what they were when public relations was first practiced professionally more than a century ago. What certainly has changed is the pace of the world s social, business and government actions and the ever-faster developments, disruptions, trends and events that surround and affect us. All of these, and many others as well, make public relations ever more relevant.
These sweeping changes in the media and communication industries are captured in Bertrand s book, from his working-level perspective. A journalist by training, Bertrand carved out a career in broadcast journalism, before switching to public relations. What makes his experience unique is being able to provide insight into digital newsroom operations. His experience as a rookie student journalist in the United States, where he witnessed a retrenchment exercise is also noteworthy, and food-for-thought for communications students entering the workforce.
As Bertrand s lecturer for two semesters in 2019 and 2020 at Nanyang Technological University s Wee Kim Wee School of Communication and Information, it is gratifying to see how he has been able to make sense of some of my teachings through the lens of his life experiences. The book also contains interviews with leading communicators in their respective areas. Their knowledge is distilled and mapped out in an accessible way, made possible by Bertrand s clear writing and storytelling.
Numerous experts in the public relations scene have shared about the need to keep up with digital challenges. Rob Flaherty, President and Senior Partner of public relations firm Ketchum, has previously sounded out the need for skills transformation for young communicators, as they face the challenges of big data and being connected 24/7. Dr Alex S vigny, a well-known associate professor at McMaster University, has spoken about changes in the field involving culture shifts from literal to oral, a move away from print to digital, virtual reality-based messaging, as well as from single source to multi source.
Pat Ford, a much-respected veteran, is a Professional in Residence at the University of Florida College of Journalism and Communications. His switch from consulting to education mirrors mine and he comes to the same conclusions about the future of public relations that I have expressed on many occasions. First of all, the almost frightening speed of changes in technology. But, perhaps even more importantly, the quality, positive attitudes and well-developed worldviews of today s students. These young adults, either millennials or the younger Gen-Z, seem to us better prepared to push public relations ahead than earlier generations. This should make all of us feel totally confident about the future of this fascinating profession. It is therefore fitting that you have in front of you a book about communication written by a millennial-one born in 1985, the same year You Belong to the City was released. Indeed, so much has happened in the past decades, but the core of effective communication remains the ability to craft messages-lessons told in this book that Bertrand has painstakingly written for the benefit of folks in the communication industry.
Ferdinand de Bakker
Adjunct Lecturer
Wee Kim Wee School of Communication and Information
Nanyang Technological University, Singapore
THE IMPORTANCE OF TELLING THE SINGAPORE STORY
The year 2020 will be remembered for the COVID-19 pandemic, a crisis so profound in its impact that it has disrupted industries, healthcare systems and daily life. One by-product of the virus is how it has brought to the fore the ingrained racism in some pockets of communities around the world. Since the outbreak of infections, there has been a surge of media reports of people of East Asian appearance being targeted for racially-aggravated abuse and assault. Such cases are likely perpetuated by a wave of derogatory media reports linking China to the virus.
Among the early wave of COVID-19 stories were reports driven by nativism and xenophobia. A French newspaper, Courrier picard , ran a 26 January cover story with the headline Alerte Jaune , or Yellow Alert , to describe the then-epidemic s spread in racial terms, given the Western notion that East Asians are yellow-skinned. A week later, The Wall Street Journal (WSJ) ran a headline that read China Is the Real Sick Man of Asia . The story led to the expulsion of three WSJ journalists from their Beijing office. 1 Separately, News Corporation s Fox News used the term Chinese Coronavirus in a move blaming China; it is a term that US President Trump used at one point to blame China, after a Chinese official insinuated that the virus was first introduced by the US Army. And then, there are all the reports showing images of East Asian faces wearing masks 2 that adds to the hysteria that Asian people are likely disease spreaders.
RACIST REPORTS HURT ASIANS IN WESTERN COMMUNITIES
The treatment given to these news reports are based on implicit allegations borne out of racist stereotypes about China: authoritarian government, unhygienic practices among the people and weird eating habits. The question is: are these stereotypes and allegations true to begin with? Was it a case of the suppressing of voices that led to a wider community spread? Maybe. But, in my visits to China and talking to mainland Chinese peers, I have seen that they are more than ready to voice out against authorities when needed.
Was it poor hygiene at wet markets and eating habits? Well, there are plenty of wet markets all around Asia and the world. The wet market is not peculiar to China. And neither is eating exotic foods.
The bottomline is this: viruses have emerged from every part of the world-H1N1 in the USA, Ebola in Africa and MERS in Saudi Arabia.
The reports described above are, therefore, irresponsible, misleading and-more importantly-dangerous to Asians in Western communities. While viruses do not discriminate by skin colour, race or nationality, the news reports make an explicit association of race and/or nationality with COVID-19. By drawing this link, these reports can potentially cause harm to Asians living in Western communities, because it gives the impression that any Chinese person is a potential disease carrier and responsible for spreading the illness to the community.
JOURNALISM ETHICS AND INTEGRITY: ACCURACY, OBJECTIVITY AND MINIMISING HARM
In journalism school, students are taught ethical principles of accuracy, impartiality, objectivity and, more importantly, the minimising of harm. 3 The purpose of journalism is virtuo