The Problems in Media Relations Arising from the Use of New Communication Technology: A Case Study of San Miguel Corporation

Abstract

Communication is essential to man because it is an important tool for progress and development. Every individual has been given the ability to communicate and create interaction. Through this, an individual can achieve his goals with greater efficiency. With the integration of new communication technology, communication became limitless with increased speed in transmitting information while lessening effort required of man. However, great advantages brought by these new technologies come with equal disadvantages. The complications in communication that came with the introduction of new technology can be explained by the theory on mediated communication—a derivative of the Information Theory of Shannon and Weaver. In this theory, noise is supposed to arise from the use of new communication technology like the electronic mail, fax machine and cellular phones. According to local and foreign studies on this subject noise results from the impersonal nature of the communication tools, which lack eye contact, nonverbal gestures and emotions—all of which are vital to establishing relationships. Furthermore, these new communication technologies cause lack of flexibility and require rigid procedures that tend to dehumanize its users. In order to understand the effects of using new communication technology as a primary tool in Media Relations particularly in the local context, the problem posed for this research was: “What are the problems in media relations arising from using new communication technology in the context of San Miguel Corporation (SMC)?” The following sub-problems were likewise posed: (1) What is the profile of the SMC and is PR department? (2) What is the nature of the media organizations with which the PR department of SMC interacts and maintains connection? (3) What new communication technology does the PR Office of SMC use in conducting relations with these media organizations? (4) How does SMC initiate and maintain media relations? And (5) What problems in media relations arise from using new communication technology and how are they solved? This study was an exploratory research in the form of a case study. The sampling design was purposive non-probability sampling of key informants and individuals who are knowledgeable about the subject and are authorities in the field in the subject under study. Interview schedule and field observations were used in gathering data. Since the data were qualitative, they were analyzed through themes that were derived inductively. The results of the study showed that though the new communication technology in media relations speeds up or increases the efficiency of information and message transfer, it is not recommended as a total substitute for traditional face-to-face interaction in building relationships with the media. It appears that this new communication technology hinders verbal and nonverbal cues that are essential in relationship building during personal interaction. In addition, other factors that impede the smooth flow of communication using new communication technology like technical problems and availability are also evident. As such the new communication technology is used only as an add-on to traditional communication methods in media relations and they are meant to help maintain the connection or communication between the company and the media. A major problem concerning new communication technology is the disclosure of e-mail addresses and cellular phone numbers, a condition that often leads to hording and spamming of e-mail and other contact numbers of SMC by the media organizations. This situation occurs because of the media’s continuous search for latest developments in SMC. The organization uses spam guarding software in their network to block unwanted emails. Another problem is unnecessary disclosures of SMC contact numbers and addresses, which is solved by the creation of a media contact list that determines the particular media groups that SMC interacts with. Furthermore, the scarcity of new communication technology particularly video conferencing is also considered a problem in SMC; to remedy this, the organization is planning to tie up with a telecommunications company for the installation of SMC’s video conferencing facility. Lastly, unwanted messages are prevented when the organization members follow the company’s policy in standard operating procedures and format in communicating with the external public especially the media organizations.