Do we hire for "Free" Media?

“Free” media is another name for new media. Technically, it is not free due to some resources and processes fee required. However, commonly it is known as free because it does not require any payment for the dissemination of information, which is also the main function of media.

            So, in this considered “free” media, do we need to hire a person or offer a position specifically to manage it? Public relations practitioner was supposed to be the person in charge of the communication part of the organization, or even for public relations agency. It includes all kinds of media, including new media. This is why a public relations practitioner is known as an expertise in media. Somehow, there is another saying that a position of ‘New Media Executive’ is needed to specifically deal with the new media channel for the organization, in a way that they provide assistance for the public relations practitioners.

            There are many factors and arguments that both agree and disagree on ‘do we hire for “free” media?’ So, let’s see.

Yes, we should.

            First of all, the practitioners could focus more on their job tasks. Imagine that a PR practitioners have a tons of work and still have to deal with new media channels, which operates 24/7, they could easily missed out something. Hence, a new media executive could probably help them to lessen their burden and focus on the new media itself. New media spread through globally, and the updates are all day long, so the focusing on the tasks is quite difficult already. Hence, by spreading the job tasks, they could provide better content.

            Secondly, the PR practitioners and new media executive could both share their experience and opinions. This is because different media have different ways to deal with, including new media. PR practitioners may be expert in traditional and broadcast media, but not new media. Hence, another expert for it may just makes the works goes better and more effective.

            Then, it could also enhance the professionalism of PR practitioners. If we distribute the job tasks effectively, PR practitioners would no longer known as the person who does everything, but instead, they will be known for their expertise. It draws a clear outline for what a PR practitioner is expert in, including new media executive who is expert in new media.

            Lastly, it also provides job opportunity. New media is an emerging trend which is going on globally. They might be people who are so expert in it and we could possibly adopt their talents into our job. In the same time, it also creates a new market among the employee because they implement the organizations idea and it could more or less influence them to be a part of our market too.

No, we should not.

            Firstly, the consistency in message is needed. When there is another person dealing with the content, it might not be consistent. It may turn out to be both PR practitioner and the new media executive interprets the ideas differently, and caused the content to differ in the media. There is a need to have a person to lead all of them to make sure the consistency of the message.

            Then, the affordability of organizations may differ. Some small company could not afford to hire a new media executive due to lack of budget. In this case, the PR practitioner will deal with the new media too.

So?

            In conclusion, there are advantages and disadvantages on whether a new media executive should be hired or not. It all depends on how the organization look into the matter.

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