New media vs Public Relations, Advertising and Marketing

What is New Media?

New media are digital, often having characteristics of being manipulated, network-able, dense, 

compressible, and interactive. Example like Internet, Web sites, computer multimedia, computer games, CD-ROMs and DVD. New media does not include television programs , feature films, 

magazines, books, or paper-based publications unless they contain technologies that enable digital interactivity. In the new era, the rise of new media has increased the communication between people all over the world and the Internet.  Professor of Media Technology W. Russell Neuman says that new media will: 

• Alter the meaning of geographic distance.
• Allow for a huge increase in the volume of communication.
• Provide the possibility of increasing the speed of communication.
• Provide opportunities for interactive communication.
• Allow forms of communication that were previously separate to overlap and interconnect.

Public Relations vs Advertising vs Marketing

Public Relations

Public relations is the strategic management of relationships between an organization and its diverse public, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest. The public relations department helps manage a brand’s reputation. PR Firms may work for corporations and figures like politicians, entertainers, sports teams and corporations.

Advertising

Advertising and advertisement are defined as any message (the content of which is controlled directly or indirectly by the advertiser) expressed in any language and communicated in any medium with the intent to influence consumers choice, opinion or behaviour. Advertising falls under the promotions category of marketing. It deals with the production of advertising materials such as banners, billboards, magazine ads and social media campaigns. Ads are created to develop brand awareness, sell a product, gain customer loyalty and more. 

Marketing

Marketing is a set of business practices designed to plan for and present an organization’s products or services in ways that build effective customer relationships. Marketing is a process. A company develops marketing strategies, places its ads and eventually sells you a product or idea.  Marketing is the overall process of communicating and delivering products to a target audience through the marketing mix of product, price, place and promotion.

How are they related and what are their differences?

Here is a chart to further guide of these three fields. 

	Public Relations	Advertising	Marketing
Messages	Specific tools: ·         Speeches ·         Social media ·         Special events ·         Press conferences ·         News releases ·         Feature Stories	Mass media outlets: ·         TV ·         Radio ·         Print ·         Internet ·         Billboard	Branded materials: ·         Flyers ·         Banners ·         Catalog ·         Brochure ·         Websites ·         Newsletter ·         Promo products
Cost	Free or low cost	Paid and expensive	Paid and range of costs
Audience	Specialized external audiences (Publics)	External, primary goods and services based (Consumers)	General external audiences (Target Market)
Support	Creates and manages marketing and ad messages.	Support Public Relations	Support advertising
Function	To manage relationships between audience and brand by building and maintaining environments.	To sell goods and services by promoting brands.	To increase demand and interest by building and maintaining markets.
Control	By both the organization and media outlets.	By the organization.	By the organization.
Scope	Broad: Deals with policy, performance, research and strategy.	Specialized communication function.	Targeted to special demographics based on supply and demand.
Communication	Two-way	One-way	One-way

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