This journal discussed how the use of Internet impacts the public relations practice and its relationship. The Internet has rapidly developed into an important medium for the distribution of public relations messages. 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.
With the existence of Internet, it enables public relations practitioner to work more effectively and efficiently. Yet, they are able to send message, news release within minutes in just one click. Besides that it also helps to improve the relationship between the PR practitioners and the media friends, especially those journalist. With the existence of many social networking sites, it enables two-way communication between them at all time, so they not only communicate for the work purposes, but also to strengthen their relationship.
However the issues of credibility arise, since people are less likely to pay attention to media they do not perceive as credible. Studies on the credibility of newspapers, magazines, radio, and television continually report if people do not believe what they read, see, and hear, they are less likely to pay attention to it. However even though Internet and web-based information is potentially inaccurate and biased, the findings show that people increasingly rely upon it as an information medium since it only requires just one click to obtain required information. Besides that it also enables to view various opinion from different people.
Therefore this journal has proven that Internet has given a big impact to the PR industry, especially in helping the PR practitioners to do their jobs, yet it enhance the communication flow between the PR practitioners and their stakeholders. However with the existence of Internet it allows rumors to be spread easily, therefore PR practitioners need to be able to fully utilize the Internet in both situation.
Article by : Donald K. Wright
Summary by: Nur Aida Zainal(2008285612)
