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 7: Commerce-Driven Relationships
There is a generation growing up not used to reading newspapers and that is looking for less mediated engagement, and they're not particularly interested in looking for a press release translated by a writer and interpreted by an editor.
As more and more commerce moves online, public relations departments face challenges in determining their role when it comes to generating and maintaining online business. This chapter will discuss how online technologies, individual people, and cultures all come into play in building and maintaining dollar- (or yen-, or euro-, or franc-…) driven relationships. Effective employee relations, customer relations, investor [Page 90]relations, and ...