This journal discusses about how public relations practitioners perceive websites as a communications tool and how the World Wide Web fits into their overall communications strategy. Practitioners believe a Web site symbolizes an organization’s competitiveness in order to enhance an organization’s image, and increases the practitioner’s personal sense of professionalism. The World Wide Web is becoming a significant communications tool for businesses and organizations. Websites are used to keep stakeholders up-to-date, provide information to the media, gather information about publics, strengthen corporate identity and a host of other public relations functions.
The web is the first proscribed public relations mass medium in that matter gets through to a mass audience, but it’s not filtered through gatekeepers. Traditionally in public relations, proscribed message are sent through newsletters, annual reports, and other vehicles written by communication professionals in organization. Nowadays the information provided on how to use the Internet, the World Wide Web, and other online technologies to improve the execution of their jobs. A website was not viewed as a replacement for face-to-face contact but it was perceived as a way to strengthen relationships that already existed, mainly because of the e-mail function. A website is becoming a widely adopted public relations tool. It is used to provide information to both external and internal publics. The e-mail function is seen as offering two-way communication opportunities.
The practitioner needs to be prepared to make the site a priority if it’s stay up-to-date and present a positive image of the organization. For the site to become a priority there must be a commitment to provide the personnel, training, and equipment needed to keep pace with the additional work. Furthermore if it’s managed to be a useful tool, standards for evaluating its effectiveness in that context must to be established. Public relations practitioners perceive a website as a tool to enhance an organization’s image.
By:
Nornazira Nawawi (2008285584)
Sources:
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5W-40NMT4R-3&_user=10&_coverDate=06%2F30%2F2000&_rdoc=1&_fmt=high&_orig=search&_origin=search&_sort=d&_docanchor=&view=c&_searchStrId=1465904742&_rerunOrigin=google&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=64c2bff54475068793848137e97c45f8&searchtype=a
