NEW MEDIA AND PUBLIC POLICY ADVOCACY PRACTICE

New technologies are being developed and updated continuously and in themselves pose challenges for public policy advocates in terms of keeping abreast of not only what is available but also of what is being planned for release in the future. Conventional techniques of public policy advocacy are being undermined by the mobile nature of new media and this requires public policy advocates to rethink how they relate to publics (in the broader sense). New media technologies are having a revolutionary impact in the field and practice of public policy advocacy. New media, Web 2.0, Rich media, Converged, Digital, whatever phrase one uses, the topic is a huge one both in terms of the impact it is having on the public policy advocacy and the importance it will have on the future of public policy advocates, whether they are in-house or working in a consultancy. New media is becoming a critical component in all public policy advocacy campaigns. The digital world is: multi-channel, conversational, transparent, integrated, fast-moving, and international. Although a number of research studies have examined the huge impact new communications media are having on the practice of public policy advocacy, what is missing is research studying how public policy advocates actually are using these new media.

Micro-blogging is also gaining in popularity. Services such as Twitter, Tumblr and Pownce allow users to create blogs of up to approximately 150 characters along with pictures and video. They are displayed on the blogger's page in real time. The key differentiator for these services is the ability to link to mobile networks so "followers" of one's blog can receive updates by SMS. People can also follow you on a Really Simple Syndication (RSS). While a constant flow of SMS updates may not seem a terribly valuable form of communication, more and more people are using Twitter accounts. And the short format and mobile input means that micro-blogs are proving to be the fastest growing form of communication on the planet.

If new media are to be embraced, public policy advocates are going to need more technical skills in areas such as web publishing, new software operation, online security, search engine optimisation, web analytics and web trend analysis, software operation. They will need enhanced online information architecture skills and skills related to managing an increasing amount of complex information digitally. Today, public policy advocates are conscious of their deficiency in terms of such skills to effectively engage and use the new media as a means to increase transparency and confidence in the work they do.

Another area of practice the new media is changing is that of events. People attending events are being exposed to more and more 'bells and whistles' as new media technology gives the wherewithal to create spectacle to an ever increasing number of people. The ubiquitous digital projector and PowerPoint presentation have become baseline requirements for the most basic events, and access to the Internet to enable presenters to integrate online elements is now almost essential. Practitioners working on events may need to manage expectations from their employing organisations and their stakeholders, including sponsors that the level of spectacle and gadgetry provided at one event will be replicated and augmented. The practitioner will need to manage the organisation's expectation that all traditional media will be fully serviced, as has been the case in the past as well as integrating many aspects of new media. Additional work generated by these expectations may need to be undertaken without additional personnel or budget allocations. Finding time, funds and support for upgrading skills and engaging in professional development experiences may continue to be challenging.

There is no question that engaging the new media in public policy advocacy can be daunting but conversely public policy advocates who understand the effect and importance of integrating social media in their practice and realize future implications as well will benefit from the activity it entails. Rather than lamenting the decline of traditional methods of influence, public policy advocates must embrace the opportunities that the new media provide because the new platforms and communities test their creativity and in the end can make the difference in achieving successful outcomes.