New Technologies in Public Relations

1 Internet in PR

New technologies usage in PR is the main tendency in communication.

*The Internet is now positioned for effective PR. Its possibilities:

By 2005 Internet Users’ number will reach 1 billion people. The main advantage is that this service is interactive.

Forms of the Internet using:

**1.

***2.

1. Brochures providing is perspective form due to interactive form and video clips.

2. Discussion groups (Usenet) helps to make research, comments and to exchange opinions. Nowadays, 10 thousand Usenet groups work on Internet.

3. Listserver (PR FORUM) make it possible for the PR agents to interview groups’ participants/ A potential participant should register and get access to discussion.

Examples: Starr’s report on case of president B. Clinton and M. Lewinski was disseminated through Internet and 24,7 mln people could read it. Site of Xerox can answer any question)

Significance of Internet for PR practice. Internet can provide:

a. ****Transparency

b. Influence

c.Context

Guidelines for Internet for PR

1) Internet is worldwide, information designed for a certain region or country can arose reaction, both negative and positive, from unexpected places;

2) Internet is not controlled, it is beneficial for freedom of speech, but negative for dissemination of negative and false information;

3) Internet has special services for news or topic information (News Edge service). This service collects all information in Internet interesting for their customers. PR agents may investigate the tactics of rivals, opponents, public and react immediately.

Tips for PR agents’ work on Internet:

· Don’t rely on the web alone, use e-mail and newsgroup campaigns;

· Offer alternative paths to web- based information

· Point to additional references, don’t ignore opponents’ points of view

· Be candid. In cyberspace, audience can talk to each other and find out the facts that contradict your assertions.

· Let audience talk back. It is an interactive medium, and you can show you want to listen.

· Monitor reactions.

Problems of Internet

2 Other computer technologies in PR

News conferences by satellite- video news releases are sent to stations via satellite. Wall Street Journal, Times, USA today transmit their newspapers ‘ issues to regional stations.

TV conferences are more effective to appeal large auditorium for new products’ promotion, meetings and announcements.

Web- conferences- is a kind of Internet –version of video telephone when cameras and microphones are set up on two users’ monitors.

Satellite media tour is an alternative to the news conference, which is held in one place.

It is not cost-effective, requires minimum of preparation time. One of the form of satellite media tour is interviewing by TV reporters from their common places a person placed in a TV studio in another place. Two-sided TV communication may be used, too. Corporation may use this type of communication in crisis situations. Example: when hurricane Hugo hit Jamaica in 1989, Jamaica minister of tourism went in a satellite media tour to be interviewed by travel editors and TV talk show hosts.

Glossary

Media tour- пресс-тур

Talk show host- ведущий телевизионного ток-шоу

Task for office hours- Possibilities of Internet for PR

Task for IWS – Organization of media tour

Поиск по сайту: