Media Pros Look to a Digital Future

Communication industry professionals and students explored social media and the changes that our digital lifestyle has brought to news, brands and NGOs at Communication Contexts 2012: Digital Pathways.

Veteran Reuters reporter Brian Williams kicked off the event, comparing his early years in journalism to today’s field work. Cutting through jungles, rushing to a makeshift airport, flying off to the nearest telephone line to get news from the Vietnam War was how things were back then. Today, just take a photo with your iPhone and tap send. But while e-dispatches are easy, “the facts are not enough,” said Williams, explaining that today’s audiences want analysis and thoughtful insights. Williams, who covered wars and natural disasters for Reuters for 37 years, now lectures on journalism.

DEREE alumni Tasos Bithas and Philippos Prountzos came to bust the social-media-is-a-fad myth. No longer is interruptive advertising on TV and radio and in print, king, they said. The crown is being handed down to social media and user feedback. “It’s a must”, said Bithas, a public relations director in charge of the Digital Business Unit at L’Oreal. Prountzos is New Media and Customer Relationship Manager at L’Oreal.

Alex Papadakis and Dimitris Floros told DEREE students that applying digital media with success is “not as easy as it seems.” Business objectives have not changed: there is still theory to be learned and applied. However, quantity of advertising and brand speak is no longer what we need. Engagement is key nowadays, they said. Papadakis is an intern at CIVITAS. Floros handles digital strategy for accounts such as Adidas and Athenian Breweries.

Mehran Khalili started on a personal note. He used to work as a strategic communication expert for large tech corporations, until he had his what-is-it-all-for moment. To answer his own question, he turned to civil society to assist NGOs via Social Platform and ClearCase. Khalili urged DEREE students to take up his ideas about how to set the story straight about Greece in crisis, by “neutralizing dirt with facts.” Khalili and some of the students continued their heated discussion on the library terrace after his presentation. Khalili is a communications advisor for Social Platform and a photojournalist.

Nectarios Notis, a former financial reporter and analyst with Antenna and Mega Channel who has migrated to the Web, was first in line on day three. “These days a reporter’s hair turns white much faster,” said Notis, as being up-to-the-minute with news is no longer an option, but a requirement. A smart phone is equipment enough for journalists today, he said. Asked if low-budget news sites have lowered the quality of the news they report, Notis replied that in most cases they have not.

Unlike the other speakers, who all discussed the present and future, George Panigirakis, professor of marketing at the Athens University of Economics and Business, looked back in time, reminding his audience that promotion and image making are not new. The Sistine Chapel was used as a successful rebranding effort by the Pope, and was an exercise in applying the new media of the time, he said. Reflecting on the present-day situation, Panigirakis said, “The crisis includes action,” adding that “you can’t have innovation without destruction.” Panigirakis is responsible for the the master’s degree program at AUEB.

The three-day event was organized by the Communication Society and Department of Communication.

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