Presentación: The fundamental flaw in the understanding of new media

New media is not entity. It is environment. It is ?traditional media? made new.

We should not see ?new media? as mere entities, and separate from ?traditional media?, but rather, a whole new ?environment?, in which we each play many parts ? newsmaker, storyteller, facilitator, jury and judge.

And we should not see ?traditional media? as distinctive channels of communications, but realise that Media, in its entirety, has evolved with the advent of Web 2.0 technologies into something intrinsically different.

The right paradigm frees us from developing PR strategies that relegate our ?target audience? to merely passive recipients. Instead, it prompts us to think about how we can make them an active part of that ongoing conversation between Company and Customer