The increasing use of new digital technologies has had a considerable influence on the field of public relations. This essay will critically examine the impacts and influence of these new digital technologies. It will discuss traditional methods of public relations. There is an in depth analysis of new technologies and what public relations practitioners must do in order be successful by using these new mediums. This essay will also analysis the concerns new technologies has on the field of public relations.
The swift rise of online and digital communications is transforming the way in which public relations is now practiced. “New technologies have dramatically changed the way public relations works by providing new and more efficient ways in which communication messages can be produced, distributed, displayed, and stored” (Wright, 2001). Utilizing the internet and these new technologies is becoming an essential part of being a successful public relations practitioner. As the media and public adapt and use modern
technologies, public relations practitioners must also use new and less traditional public relations methods. Using less traditional methods such as email, the internet and internet-based communication is “causing a change in the way traditional forms of public relations are conducted” (Johnson, 1997). The internet has turned into a critical medium for the communication of public relations messages. “As audiences have increased their use of the Internet and have grown more savvy with digital media all of types, public relations has needed to evolve with them” ” (Pavlik, 2007, p. 13). With the increasing popularity of online technologies, and the effects of traditional public relations methods becoming even more minimal, practitioners must progress with the times, especially since the media and the public are already doing so.
Traditional Public Relations
Public Relations can be defined as “the deliberate, planned and sustained effort to...