By definition, convergence is the “interlinking
of computing and IT, communications networks, and media content that occurred
with the development and popularisation of the Internet, and the convergent
products, services, and activities that have emerged in the digital space”
(Flew, 2008, p. 22). The convergence between two media has affected media
products themselves and the process of production, distribution and consumption
(Convergence, 2005). With the rapid growth of Internet technology, ease of use
and easy access (i.e. free public wifi in cafes and schools), its users had reached
more than 2 billion people around the world by March 2011 (Miniwatts Marketing
Group, 2011).
Convergence communication was designed to save
money and also to create efficiency for its users (Convergence Communication,
2010). Internet technology is one of the easiest ways of using convergence
communication. As an Internet user who is involved in communication and the
public relations sector, individuals can easily communicate via social
networking websites such as:
* Skype, where two or more individual can
communicate via face-to-face video messaging instead of typing.
* E-mail, which is used to communicate by typing
and enables a user to send a message to a mass audience or to one person.
* Twitter, which can be used to send short
messages and followers can retweet or reply their opinion to the message.
These examples help people to communicate and
find up to date news directly from the source. It is also cost effective and
easy, as many people presently own high technology mobile phones, which can
also act similarly to a smaller notebook device. As well as this, convergence
communication gives satisfaction to its user (Report 1 : Australian household,
2009)
Public relations exist to manage potential risks
and issues before they become a crisis, to recover from events that have
already happened, and also to increase public awareness. There are tactics that
can be used in a crisis depending on its effectiveness and flexibility due to
distance or timing, which are mail, faxes, news distribution agencies, email,
websites, CD-ROMs and DVDs, couriers, video-conferencing and personal
deliveries (Johnston & Zawawi, 2009).
The importance of communication in the public
relations sector is to remedy bad publicity. The existence of web 2.0 (social
network websites/applications) enables people to sustain any increase of
positive or negative publicity by the public within minutes, thus the
involvement of web 2.0 for public relations people is crucial to find up to
date news.
Besides convergence communications’ primary
efficiency, it costs less and is easy to operate. By consolidating all
communication services into one platform, the company will be able to cut the
needed communication devices and reduce the installation for the devices.
Moreover, convergence communication into one device makes the operation process
and maintenance cheaper by providing fewer technicians to maintain one
communication network. Although convergence communication is considered
beneficial, there are usually pros and cons when addressing the matter.
The cons of convergence communication can be
seen when integrating a system into a single network, which could be a point
for a potential failure. When the network crashes or malfunction, all services
will be down and cannot function. On other hand, under circumstances like
distance or timing, individuals can access using another method like mobile
phones.
REFERENCES
Convergence.
(2005). National Film and Sound Archive. Retrieved October 4, 2011, from
http://dl.nfsa.gov.au/module/111/
Convergence
Communication. (2010). Retrieved October 4, 2011, from
http://www.convergence.com/
Flew, T.
(2008). New Media: An Introduction (3rd ed.). Melbourne: Oxford
University Press.
Johnston, J.
& Zawawi. C. (2009). Public Relations, Theory and Practice (3rd ed.).
Australia: Allen & Unwin.
Miniwatts
Marketing Group. (2011). Internet world stats: Usage and population statistic.
Retrieved October 4, 2011, from http://www.internetworldstats.com/stats.htm
Report 1: Australian household consumer’s
take-up and use of voice communications services. (2009). The Australian Communication
and Media Authority. Retrieved, October 4, 2011, from
http://www.acma.gov.au/WEB/STANDARD/pc=PC_311644
