Posted by: katiecrawford | April 15, 2009

Ch. 13 New Technologies in PR

TechnologyChapter 13 in the text Public Relations: Strategies and Tactics by Wilcox and Cameron takes a look the new technologies in public realtions today.

“This chapter examines how such recent developments and new technologies can be applied to accomplish public relations objectives” (Wilcox and Cameron 336). These new technologies include the computer, internet, and other electronic tools.

The computer has greatly impacted public relations practice in today’s techno society. Computers are used by public relations professionals as personal organizers, calendars, and contact information. Computers have also been used as a research too through e-mail and chat forums. “Three skills that are essential to success in public relations- project management, time billing, and digital presentation- all are made more efficient and flexible through the use of computers” (Wilcox and Cameron 337).

The internet was created in the late 1960s and has been growing ever since. The internet has had a huge impact on public relations practitioners because it provides them with a worldwide form of communication. Practitioners reach audiences through “message exchange by e-mail, information delivery and persuasion through the Web, and extensive access to audiences for strategic research opportunities” (Wilcox and Cameron 339). Primary uses of Internet by public relations professionals include:

  • E-mail
  • Web sites
  • Blogs, Moblogs, and Vlogs
  • RSS- Really Simple Syndication
  • Podcasting
  • Brochureware

Others electronic devices used often in the public relations field are cell phones, personal digital assistants, memory (CD-R/RW, DVD-R/RW, and Flash Memory), and electronic blackboards.

Whether it’s a personal organizer, an e-mail message, a blog, or even a cell phone, new technology has taken the public relations profession by storm. New technologies are everywhere now expanding communication worldwide. Opportunities are endless and it is our job to keep these new technologies growing!


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