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Taking a Deep Dive Into
Communications Platforms
COM 280
Kevin Brett
November 6, 2014
The World Was So Much Simpler
• Earned Media – Stakeholder Relations;
Publicity; Media Relations – Newspapers,
Radio, Television
• Paid Media – Display, Classified Ads,
Billboards, Television and Radio Ads
Moore’s Law • Gordon Moore and Moore’s Law: The
number of transistors on the chip doubles
every 18-24 months
Disruptive Technologies • Print Era: Printing presses for newspapers, magazines,
posters, books (1439 to Present)
• Broadcast Era: Ascendancy of Radio and Television
(20th Century)
• Digital Era: Access of digital content via wireline;
wireless; websites (Web 1.0; 1990)
• Social Media Era: Exchange of digital content via blogs,
social, mobile & cloud (Web 2.0; 1995)
Digital Flattens the Earth
Makes Communications More Complex
• Earned Media – Public Relations,
Publicity, Media Relations, Blogger
Relations, Social Media Participation/
Monitoring; Newspapers, News
Aggregators, Radio, Video Streaming,
Television, Cable, Satellite …
Digital Flattens the Earth
Makes Communications More Complex
• Paid Media – Newspaper, Magazine, Radio,
Television, Billboards, Search Engines, Social
Media Sites, QR Codes, Product Placement,
Guerilla Marketing (e.g., coupons, leaflets,
sandwich boards), algorithms to identify desired
demographics…
Drum Roll: Owned Media
• Digital in Nature
• Embraces Self-Publishing
• Intent May Be Two-Way Asymmetrical
• Reality: Two-Way Symmetrical
• Keep in Mind: Digital is Eternal
The Website is Still Relevant
• Owned Media – Organization website with
text, audio, video, search; blogs; FB,
Twitter, LinkedIn, YouTube, Instagram
pages, infographics, Tactile and online
brochures, media kits, company events,
trade shows (e.g., CES)
Think: Three-Communications
Platform Campaigns
• Earned Media: Conventional/Digital
Public Relations/Publicity
• Owned Media: Predominantly Digital
Publishing; Organization Controlled
Content
• Paid Media: Conventional/Digital
Advertising
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