The combination of the profession of Public Relations with the concept of transmedia storytelling can be described as a match made in heaven. Blending a profession based in reiterating messages with a idea based in restating key points over a multitude of platforms so as to target certain demographics through their chosen channel with tailor made messages. This blog will define the concept of transmedia storytelling, consider the implications for Public Relations practitioners and finally discuss how it can be successfully used within the profession of Public Relations.
How does transmedia storytelling apply to the field of Public Relations? First, we must define the concept of transmedia storytelling. Henry Jenkins, a Provost Professor of Communication, Journalism and Cinematic Arts, states that transmedia storytelling is similar to the concept of ‘synergy’. “Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified contribution to the unfolding of the story.” (Jenkins, 2007, p.1).
In layman terms, this means that transmedia storytelling is the process by which one story is told throughout many different channels, with each channel telling the same story with certain unique aspects. A key example of this is the Marvel Comics character, Spiderman, who has had his story told through multiple channels including comic books, comic strips, action movies, animated television programs, collectable merchandise (including figurines and cards), online platforms and video games. While the main story of Spiderman remains the same, each of the spin off mediums tells a different side of the story, giving exclusive pieces of information that add to the original story.
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| Transmedia storyteller and superhero! |
The implications of transmedia storytelling for Public Relations have a lot of potential, however, its success lies with the skills possessed by practitioners. David Phillips, PR Practitioner and journal author, states that practitioners need to be thinking about niche markets, rather than the mass media. “Practitioners will continually need to adopt fresh communication skills and be prepared to discard others,” (Phillips, 2008, p. 84).
While PR practitioners may pride themselves on their communication skills, the platforms and forums in which they have to conduct themselves are constantly changing, which means that the practitioners themselves also must change. Phillips states that this is currently a key issue for PR professionals. “The only thing that holds the public relations profession back is that it needs to understand these things, to see the opportunity and to adopt this different way of conducting PR.” (Phillips, 2008, p. 84).
The advantages possessed by students entering the workplace as Public Relations practitioners now is that they enjoy the benefits of having grown up surrounded by transmedia storytelling, from cartoons like Pokemon to movies like The Matrix, making it second nature to them. Savvy PR executives are therefore attempting to acquire these students in order to grow their own knowledge of the next obvious step – social media and mobile networking.
Public Relations is about emphasising key messages over a period of time, gaining publicity for the client within their target demographics and ensuring that the information the public is receiving about their client is the message they are trying to convey. By combining this with transmedia storytelling, Public Relations practitioners are given a plethora of platforms on which to portray their message, so as to provide new information via each gateway while maintaining the key idea.
So to successfully use transmedia storytelling with Public Relations, practitioners must adapt to the changes taking place in the world, and take note of the different platforms as they become available. By staying ahead of the curve, watching trends in technology and general media, practitioners can find innovative ways to send a message, without appearing to flood the public by repeating the same message.
While the idea of constantly searching for new ways to convey messages is hardly new for experienced Public Relations practitioners, the idea of adapting to new technologies that five years previous seemed inconceivable can seem frightening. However, these innovations open up the world of Public Relations to creative people, knowledge workers who think outside the box and who represent the beginning of Public Relations 2.0.
References
Jenkins, H. (22/03/2007). Confessions of an ACA-fan: Transmedia storytelling 101. Retrieved 19/10, 2010, from http://henryjenkins.org/2007/03/transmedia_storytelling_101.html#more
Phillips, D. (2008). The psychology of social media. Journal of New Communications Research, 3(1), 79-85.
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