In our current, digital society – and even
with the advent of web 2.0 - the relationship developed with the media is still
of supreme importance to the Public Relations practitioner. There is some
feisty debate surrounding the reasons why this is actually the case, but I
would suggest that the media still hold a position
of information superiority
in our culture. This continues to be the case despite the unprecedented
increase in social media, social networking and subsequent citizen journalism.
Things have changed – but they haven’t changed that much.
It has to be said: even with the saturation
of social networking, citizen journalism and other internet driven phenomena,
the media still hold a number one position of power and impact when it comes to
influencing society. The consumer public will forever grant generous
allocations of time for their own media consumption and this therefore
justifies the observation that the media are the main intermediaries for the whitewash
of PR which we see in our world currently.
The sheer, cultural importance of the media within society indeed rationalizes
the importance placed upon media relations in the Public Relations industry
But what happens when this relationship
crosses national borders? I have to tell you: things get a lot more complicated.
It goes without saying that the most
important aspect by far for any PR practitioner is the maintenance of control
and authority. Completely determining, without alteration, what tone and
meaning is pushed through any press release or PR material is the paramount
cause of the profession. Taking this into account, it is easy to see why
cross-border PR/media relations can be impossibly muddled and complicated by
the factor of language. In our global, business world, maintaining perfect
relations with media in a variety of nations is vital for any PR department.
The steadiness and effectiveness of this relationship depends solely on the PR
man’s ability to keep the crown; to keep the message firmly attached to his
word and sound. How can one be expected to do this in 5, 6, 7 – maybe even 20 –
different languages? This is where translation services come in.
More and more PR practitioners here in
Britain are sourcing out the services of a top London translation agency. The nation’s capital is something of a
hub for the linguistic services industry and there really is no better place to
go for top-notch language rendering. PR officers have, in the past, made huge
errors of judgement and many have found themselves dipping into second-hand
translation markets. These individuals inevitably encounter poor PR
effectiveness through their foreign media outlets. It is refreshing to see the
PR industry now taking full notice of the translation industry and utilising
top agencies to take care of this sensitive work. Good translations, from
reputable translation companies, mean good PR/media relations in foreign
nations. It’s a simple equation.
In our current, digital society – and even with the advent of web 2.0 - the relationship developed with the media is still of supreme importance to the Public Relations practitioner. There is some feisty debate surrounding the reasons why this is actually the case, but I would suggest that the media still hold a position
ReplyDeleteof information superiority in our culture. This continues to be the case despite the unprecedented increase in social media, social networking and subsequent citizen journalism. Things have changed – but they haven’t changed that much.
It has to be said: even with the saturation of social networking, citizen journalism and other internet driven phenomena, the media still hold a number one position of power and impact when it comes to influencing society. The consumer public will forever grant generous allocations of time for their own media consumption and this therefore justifies the observation that the media are the main intermediaries for the whitewash of PR which we see in our world currently. The sheer, cultural importance of the media within society indeed rationalizes the importance placed upon media relations in the Public Relations industry true!
http://www.onlineservices.pk/interpretation-services/