Essay: Internet Has Changed the Practice

Pages: 8 (2360 words)  ·  Bibliography Sources: 16  ·  Level: Master's  ·  Topic: Communication - Journalism  ·  Buy This Paper

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[. . .] " (Malikpr, nd)

Universal Accreditation Board of Professional Public Relations Personnel Survey Report

The Universal Accreditation Board in its report entitled "The Practice of Analysis of the Public Relations Profession" states that in terms of the impact of technology "To put current work in perspective, respondents were asked to describe how public relations work has changed over the past three to five years, and how they expect it to change in the next few years. Virtually everyone said that technology has changed the way people do public relations work. Companies expect communication to be instantaneous, so new technology must be used to get tasks done more quickly and efficiently. Companies get information faster and also get it out faster. For example, the news about a crisis gets out almost immediately, and the response must be equally rapid. In addition, new technology such as the Internet makes it easier to get messages out to broad audiences. (Universal Accreditation Board of Public Relations Professionals, nd)

Increased credibility was cited by several respondents according to the Universal Accreditation Board, which states that these individuals "felt during the past three to five years public relations has gained credibility as a business function. There is increasing recognition of the value of public relations. Companies have realized that reputation and image are paramount; they must be established and maintained. For this reason, they are budgeting more money for public relations relative to advertising and marketing. This is particularly true for the newer, high technology companies, which may have little to market but their reputation and their anticipated future achievements. In addition, because of their perceived value, public relations professionals have become more involved in developing strategy and in counseling top executives." (Universal Accreditation Board of Public Relations Professionals, nd)

It was expressed by respondents that they need to learn new technologies and understand who they can enhance efficiency and speed." (Universal Accreditation Board of Public Relations Professionals, nd) In the area of prospects for the future it is stated that these trends are expected to persist due to 'information traveling at an ever increasingly speed, and public relations continuing to grow in importance. CEOs and management teams will continue to emphasize public relations and will be less afraid of making the long-term investment required for successful public relations efforts. Consumers will react more favorably to messages about performance, reputation, and values than to product advertisements." (Universal Accreditation Board of Public Relations Professionals, nd)

According to Erica Swallow (2010) in the work entitled "The Future of Public Relations and Social Media," Public relations specialists "…were some of the first people to embrace the power of social media, and as a result they are often the ones leading the way in the social space, whether they are consulting with clients from an agency point-of-view or strategizing on an in-house PR team." (Swallow, 2010) Swallow reports having interviewed14 PR pros on the future of public relations and how they see social media changing the industry." (2010) It is reported that one respondent, Amanda Miller Littlejohn, founder of Mopwater Social Public Relations "commented on the importance of the social media release and how it enables readers to share and interact with it" stating as follows:

"While I don't believe the press release is dead, it has been transformed, to become this living, breathing thing. If a release doesn't have a social element -- that is, a way for viewers to comment or share to their social networks -- it doesn't have legs." (Swallow, 2010)

The format of the press release is not the only thing that has changed as it is reported by Lindsay Groepper of BLASTmedia that distribution of the press release will be key to the future of PR stating:

"When I first began my career in PR more than decade ago, we would e-mail or fax (gasp!) the full press release text to the press. What we see now is new methods of distributing the info, driven by social media. Rather than e-mailing a press release, PR people are sending journalists to custom landing pages created just for that specific announcement, contacting them via Twitter with a BUDurl link to the release, or even directing them to a YouTube video with a message from the CEO making the announcement." (Swallow, 2010)

Reports state that over the next five years that there will be three types of press releases will assist various audiences including the video format with a short description followed by a link to a video giving information on the news from a company source.

Summary and Conclusion

The future of public relations has changed with the advent of the internet and social media however, traditional public relations will much remain the same with the added requirement that public relations professionals learn the use of the new technology and its applications for use in Internet public relations.

Bibliography

Malikpr, Abby (2012) In a Nutshell: How the Internet Has Influenced PR. Retrieved from: http://abbymalikpr.com/tag/how-internet-has-changed-pr/

Mulvihill, Kathy (2007) Changes in Public Relations Work (nd) Universal Accreditation Board. The Practice Analysis of the Public Relations Profession. 27 Aug, 2007. Retrieved from:

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Internet Has Changed the Practice.  (2012, July 17).  Retrieved April 24, 2019, from https://www.essaytown.com/subjects/paper/internet-changed-practice/1535843

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