Bridging the Digital Divide

Identify two ways in which your profession can help bridge the digital divide.

According to Molina (2003), the concept of the ‘digital divide’ can be understood as the gap in access to information and communication technologies (ICTs), in particular the Internet. In its simplest manifestation, the digital divide is concerned with access to communications infrastructures that are perceived as fundamental to participate in the emerging knowledge economy that is central to the information society (Molina, 2003). The following graph demonstrates the disparity in telecommunications access between advanced OECD nations and those outside the OECD:

The above figures clearly illustrate that large numbers of people simply do not have access to the technologies that are driving the development of the global economy today (Molina, 2003). The digital divide does not only exist on a global scale between developed and developing nations, however; there are various reports that detail the digital divide that exists in different countries within particular population segments. Minority groups, low-income groups, the less educated, and children of single-parent households are among those who are likely to lack access to information and communication technologies (Molina, 2003).

Access to the communication infrastructures of the information society is essential to the social, economic and educational development of individuals, groups and nations (The Digital Divide in East Asia, 2001). As a result of the disparity between rich and poor nations in accessing information and communication technologies, there exists a huge challenge for organisations from all sectors in bridging the digital divide. On this note, the key role of public relations practitioners within both public and private sectors is to stimulate awareness of the issues of the digital divide and show support for various initiatives that are currently emerging. The following interrelated courses of action should be pursued in bridging the gap:

1. Organisations from the public, private and non-profit sectors should provide support for emerging initiatives to ameliorate the digital divide (Molina 2003). This includes providing funding to movements that address the issue at the grassroots level. An example of this is US company RidgeviewTel, which supports the Longmont City Digital Divide program in providing free Internet access for residents of low-income areas who have children in Longmont schools (Wegrzyn 2010). From a public relations perspective, initiatives such as this are important as they help to reinforce an organisation’s image and show its commitment to the development of the community. On a broader scale, supporting grassroots initiatives to bridge the digital divide demonstrate that an organisation is committed to inspiring global action to resolve the issue.

2. Public relations practitioners must stimulate awareness within organisations on the issues of the digital divide and the way in which it is related to the reduction of poverty (The Digital Divide in East Asia, 2001). As highlighted by the UN goal to reduce poverty by half by 2015, closing the gap between the rich and poor is an issue that should be high on the agenda of organisations from all sectors (Molina 2003). Means of participation and stimulating awareness of these issues include:

• Encouraging the formulation and implementation of action plans for inclusive digital economies on local, regional and national scales.
• Sponsoring outreach programs that aim to implement long-term solutions by increasing the availability of information and communication technologies in communities.
• Supporting government policies to open markets to developing countries and lower barriers to trade in telecommunications products.
• Foreign direct investment in developing countries to which will encourage social, economic and educational development.

By participating in such measures, organisations are able to demonstrate their commitment to Corporate Social Responsibility as well as contribute to the overarching cause of bridging the digital divide through poverty alleviation.

The central notion of the digital divide is the disparity that exists in access to information and communication technology. This gap is linked to growth and development, due to the relationship between access to information and knowledge creation (The Digital Divide in East Asia, 2001). In today’s society, knowledge and information and communication technologies are the key drivers of economic growth. It is therefore imperative that organisations from the private, public and non-profit sectors take action to bridge the growing gap in access to communication technologies and stimulate awareness of the digital divide and its relationship to poverty reduction.

References:

(2001). The Digital Divide in East Asia. Asian-Pacific Economic Literature, 15(2), 18-30. Retrieved from E-Journals database.

Molina, A. (2003). The Digital Divide: The Need for a Global e-Inclusion Movement. Technology Analysis & Strategic Management, 15(1), 137-152. Retrieved from E-Journals database.

Wegrzyn, M. (2010, May 24). Crossing the digital divide. Retrieved November 30, 2010 from TimesCall.com: http://www.timescall.com/news_story.asp?ID=22160

PR and Rich Media

How are rich media being used in your profession and what are the implications for the way you will work as a professional in the years to come?

Rich media is the term broadly used to describe a variety of interactive digital media. In theoretical terms, Daft and Lengel (1986) proposed the concept of media richness in which richness refers to the ability of media to improve human understanding by reducing equivocality, or ambiguity. Basically, richer forms of communication such as video-conferencing are more effective than less rich forms of communication such as phone calls, as they are able to convey gestures and other elements of human communication that reduce equivocality.

So how is media richness relevant to public relations practitioners? Rich media is highly important to the field of public relations because it serves to enhance an organisation’s level of interaction with its publics and facilitates a 2-way symmetrical model of communication (Johnston & Zawawi, 2009). To refer back to the media richness theory, rich media does this by reducing message ambiguity and facilitating honest and transparent communication between an organisation and its stakeholders. More than ever before, public relations practitioners are employing rich media tools to engage with publics and communicate an organisation’s key messages in different ways.

One of the most important emerging tools in public relations and corporate communications is rich media webcasting. Rich media webcasting incorporates audio, video and graphical content to create a live or on-demand Web presentation and is ideal for sharing product overviews, executive briefings and leadership seminars via the Internet without the high cost of traditional video productions (Douglas, 2009). All that is required is a laptop, a video camera to capture video and audio content and a rich media recorder so a live webcast can be conducted anywhere, anytime. Think of it is as a tool to stream important information to stakeholders that personalises an organisation’s communication efforts.

In the midst of an evolving communications landscape, it is important that public relations practitioners can look beyond traditional means of communication and find ways for organisations to stand out in competitive markets. An example of a company that has achieved this through the use of rich media is Delphi Steering Systems, which used rich media to promote itself as a thought leader and introduce new methodologies that it was bringing to the market (Douglas, 2009). It produced an hour-long webcast to communicate its value proposition to its publics through the use of visuals and graphs, which would not have been possible through the use of audio alone. In this case, visual imagery conveyed through rich media webcasting allowed the company to engage audiences and deliver its key messages in a new and interesting way.

The adoption of interactive digital media has been progressively changing the corporate communications landscape over the past several years. Historically, the media and entertainment industry has led the demand for the development of rich media content. Now, as the use of rich media has increased dramatically, so has the need for organisations across all sectors to manage and deliver rich media communications to its stakeholders (Krishna, 2007). By utilising tools such as rich media webcasts, public relations practitioners have the ability to communicate with audiences in a way that is transparent, engaging and unambiguous. This in turn has the effect of enhancing the organisation’s brand image and reinforcing positive relationships with stakeholders. Moreover, rich media has proved to be a valuable development for the public relations industry and will undoubtedly continue to assist organisations in maintaining the all-important 2-way symmetrical model of communication with its publics.

References

Daft, R., & Lengel, R. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Science, 32(5), 554-571. Retrieved from E-Journals database.

Douglas, T. (2009). Get rich quick: How you can use rich media webcasting. Public Relations Tactics, 16(11), 22. Retrieved from Business Source Complete database.

Johnston, J. & Zawawi, C. (2009) Public Relations: Theory and Practice, 3^rd ed., Allen and Unwin, Sydney.

Krishna, M. (2007). Realizing the promise of enterprise video communications. Journal of Digital Asset Management, 3(4), 197-208. Retrieved from E-Journals database.