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 2: Systems Everywhere
Online networks are described as models illustrating the systems in which public relations people and their publics work and live. Then some basic concepts from systems theory are covered as they apply to online public relations. But understanding computer systems in public relations is only useful to the extent that we consider the social systems these technologies serve. The chapter shifts from looking at computer systems as models for public relations systems to looking at computer systems as tools for public relations people interacting with other real people inside and outside of organizations.
You may not be able to judge a book by its cover, but you can learn a lot about an organization by its Web site. Some site designers build ...