SOME PUBLIC relations professionals are responding very slowly to the changes in technology which are transforming the face of communications, says Cable & Wireless president Gary Barrow.
They are not taking advantage of the opportunities presented by technology to assist in disseminating and managing information, Mr. Barrow said. He was speaking at the Public Relations Society of Jamaica's awards function last month.
"The traditional methods of information delivery, where information is manipulated through defined channels and outlets, are still the dominant means of dissemination," Mr. Barrow said. And, "Admittedly, these methods still work, especially in Jamaica where many people are not yet online, or are yet to begin properly utilising the new technology."
It is still common practice in Jamaica for the afternoon press conference-to-evening news process to define much of what becomes the news, he said. The regular exercise remains the dispatch of press releases and media kits to selected journalists and news editors for information to be disseminated mostly through mainstream broadcast and print media. Turbulence in the global telecommunications industry has had its impact in Jamaica and competition has also been introduced into the local market, he said. Cable & Wireless Jamaica has come to realise the critical role of public relations and marketing have in creating and leveraging strong brand characteristics. ``When Cable & Wireless announced last month that it would install a $5 billion network to enhance its mobile communications capacity in the Caribbean, leading business and financial journalists were present. But, he said, "we were also able to concurrently web-cast the entire event to all twelve Caribbean territories involved, and to our entire employee body across the region through our company Intranet---and in real-time."
Within 30 minutes, the information was all over the world on many sites, Mr. Barrow said. "The Internet and its associated technologies allowed us to be ahead of all of the traditional media and press."
Instantaneous communication presents significant opportunities but, he said, "it also presents significant threats and challenges as bad news can be communicated as easily, as readily, and widely as good news."
