Every year, a lot of changes are done in media relations. These amendments are studied by appropriate professionals in PR, marketing and advertising companies and consult customers during media-product choosing process.
The channels, segment, rating and reputation should be relevant to the product and in the end, consumer should receive desired outcome. Two media managers work for GEPRA for this. One of them, Nini Metreveli talked about changing trends and alternative sources of information:
“Professionals from developed countries say that the television will no longer exist in 10 years and the source of information will only be Internet. This is not the case with us, because the Internet is still unavailable for the part of the Georgian population. 10 seems a little bit few, but in 20 years it is possible that traditional media will be replaced. Moreover, TV companies, radios, magazines and newspapers have been actively using the internet for their own content. Some people do not even consider using mentioned channels, and the names have been identified: Internet TV, Internet-radio and Online magazine. The reason is simple – the TV remote control panel and the social networking experience actually give similar results.
Trends change according to the demand-supply principle. The viewer does not have the time to watch the entire newscast, entire program in anticipation of the interesting story. In the workplace, one prefers to scroll the phone quietly, rather than reading a paper. Eventually, information about the earthquake is spread rapidly in social networks, quicker than Center of Seismology shares. We read: ‘’The earthquake occured in Georgia. Our journalists are trying to verify the information in the Center of Seismology’’. That’s it, we’ve heard about the news, before we turn TV or radio on, or buying a newspaper next day.
It turns out that it is more convenient to watch live on Facebook, find stories cut down, read the article on the site and listen to the audio. Here it certainly does not exclude the existence of readers of TV viewers, radio columnists and magazines and newspapers.
This demand-supply principle works for placement of advertising material. The media sells everything – from the news agency news to branded shirt of program participant. The product in which you want to integrate your ads is so diverse that makes it hard to choose. The ratings are gradually becoming numbers and the focus is on media reputation or target audience. Trends are changing here too. Besides rating, it is important to see how many likes Facebook pages have, whether there are users’ comments and whether they share posts. When buying a media product, the customer asks the product to be placed in the social media unconditionally, that automatically means sharing it on traditional media too. This service has also become a mini-product that initially was a bonus by media outlets, but now it is a necessity.
Media has been added to social media, on the contrary, it does not matter much. The main thing is that watching TV through Facebook, scrolling magazine on phone, peeking into radio programme studios on social networks became a normal thing.