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 9: Managing Public Relations in Real Time
Managing Public Relations in Real Time
Strategy, not technology, drives PR programs.
This chapter covers the interrelated roles of online planning, action, and communication in the cyclical process of strategic public relations. Online media serve as forums for public relations planning as well as tools for often high-speed organizational action and communication. This chapter will discuss issues to consider when public relations people work as members of geographically dispersed teams and online communities. Practical advice for online action and communication is offered based on interactive strategies for building and maintaining relationships.
The Speed of Real Time
In August 2000, a computer equipment company called Emulex unwittingly became the focus of a case study of the dark side of ...