Recent developments on the Internet are posing serious challenges to the business model of traditional media. Paid circulation of newspapers is declining in most countries and advertising revenue, as one of the main source of profitability, is shifting from print to on-line.
With an increasing number of everyday emerging new cutting edge tools the role and communication channels of Public Relations have been changing. This process is naturally following from era of so called new media.
Do these changes mean that old PR dependant on old media, and new PR is dependant on new media? New media channels can provide with infinite opportunities where each reader can be a writer, an editor and a publisher. There are vast capabilities to distribute information within a very short period of time and to reach maximum readership. Sounds terrific, but it has a bitter taste as well. When a crisis occurs, do we need this information flow with a light speed? Since Internet provides with an instant communication and unfavourable and dangerous comments which can immediately be used by media. Is it controllable? How far we can supervise the situation and information resources?
With an increasing number of everyday emerging new cutting edge tools the role and communication channels of Public Relations have been changing. This process is naturally following from era of so called new media.
Do these changes mean that old PR dependant on old media, and new PR is dependant on new media? New media channels can provide with infinite opportunities where each reader can be a writer, an editor and a publisher. There are vast capabilities to distribute information within a very short period of time and to reach maximum readership. Sounds terrific, but it has a bitter taste as well. When a crisis occurs, do we need this information flow with a light speed? Since Internet provides with an instant communication and unfavourable and dangerous comments which can immediately be used by media. Is it controllable? How far we can supervise the situation and information resources?
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