Digital Divide

When Jack Rogers came to our class the other day, I think he made an interesting point when talking about social communication. We focus so heavily these days on social media and how it will be helpful for reaching audiences that we sometimes forget about who exactly is the audience. I mean, look at all the past posts here about social media, and our obsession with learning about how to use it to its full advantage. What if, however, the audience our company has targeted is not likely to be on Facebook or Twitter, or even the Internet?

We have to always keep traditional avenues of public relations in mind whenever we have potential publics that are not “up with the times”. It is important to be a master of all things public relations, not only trends in social media.

Reaching the older or non-Internet-using population is going back to the basics: newsletters, press releases, direct mail, etc.

However, as years go by and one generation replaces the previous, it is definitely important to know how to use social media and other Internet avenues for getting a message to an intended audience. We will soon all be engaging in a digital lifestyle, we just can’t forget about the ones that are left behind. The next step is keeping up with the trends and new technologies.

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2 Responses to Digital Divide

  1. It is pretty crazy to think about how much technological change we’ve gone through in the past decade. Any time I try to explain something on the computer to my parents I see how big the digital divide really is.

  2. amber0125 says:

    I think you’re right in the fact that we shouldn’t throw “traditional” public relations avenues out the window. It is still important to remember those audiences out there that haven’t exactly kept up with the changing tides of technology, especially if the company you work for targets that type of audience.

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