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 8: Issue-Driven Relationships
Connecting everyone (on the Net) to everyone (on the Net) has made the world a smaller place by breaking down geographical barriers. It has not, however, enabled everyone to work with everyone else!
Online, any group can organize into an “organization,” and any organization might be considered a “public.” Whether people can even access online media, their individual activity online if they do have access, and the power in numbers of social networks and formal alliances are all covered as antecedents to issue-driven public relations online. Common features of activist and nonprofit Web pages are discussed. The promise of the Internet to serve as a tool for relationship building and productive social discussion is discussed along with the Internet's capacity as a ...