Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.
Chapter 1: Interactive Public Relations
Interactive Public Relations
Technologies for online public relations are introduced. The function of public relations is connected with the concept of interactivity. Building on prior mass communication scholarship, a theme is developed for the text that approaching online public relations is more a matter of what people are doing with online media technologies than what these technologies are doing to people.
Where to Start?
Perhaps a colorful vignette is a good place to start a book on online public relations.
She wakes up by the alarm on her PDA and checks e-mail and a couple of pod-casts while slurping down a cup of coffee. Then she races off to her office, which is actually the spare bedroom in her apartment. After adjusting the Web cam[Page 2]and ...