Again, it is an entry related to media. Hmm, let’s me clarify the title first.
We = New Media Executive, Free Media = New Media (i.e. including internet, social networking, etc.)
In some typical organization, there is New Media executive to coordinate, maintain and manage the information on new media. Their roles and scopes are important and yet in the other hand they are not needed in some situation. A short instance here is that the Public Relation Practitioners, the Advertising and the Marketing people will take over their work. So, do they hired for the new media since their roles is clashed and can be substituted with workers from others major?
|Toyota endless battle for its (Silver) reputation is not as easy.|
PRP has a plenty things to do besides coordinating new media. This goes the same to Advertising and Marketing people. With such big roles and responsibility, it will creates tremendous stress on them. In addition, can you imagine how messy it is if there is 3 different departments is taking charge of one single work? In such situation, the New Media Executive is more than needed. Unlike the Toyota case which is a part of PR jobs to manage crisis, the regular feedback and manage information is not the major role for PR. If it is to keep the new media interesting with plenty of fresh content, it is neither marketing nor Advertising people’s jobs. When things come systematic, the organization can perform more smoothly. Here, the new media executive has a very strong reason to exist.
Yet, if the company is not a big one, with less online activity, hiring them will not make any sense as their roles are so little that the others can take over. In fact, hiring ordinary people without any qualification is enough to manage this jobs. In short, to answer whether to hire new media executive is very subjective and depends on situation.