Convergence Communication

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 (3^rd 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