NEW MEDIA AND PUBLIC RELATIONS

From this chapter, I can get more information about the emerging new media concepts and theories. Moreover, the technology also is the part of public relation practice for the successfulness. How do the ethical practices apply in the relation to new media.

Nowadays, the new media focus on the internet, which can spread the information of the organization around the world. The traditional public relation techniques are not developing as last time because in much of public relations practices as they are very hard to connect with others. "If communicators understand nothing else about the internet and its impact on the practice of public relations, they must understand this: Everybody is a publisher and everybody is connected to everybody else" (Holtz 2002). I like this sentence because it emphasize the meaning of communication which is really vital element of public relations. Furthermore, as we all know that publics are more powerful and can across many different perspectives which include the geographical. When we are doing the PR plan, so we must do the survey to get result by the internet. Therefore, public relation practitioners can promote two way communication continues to remain unrealized.

Now I move on to the industry attitudes, I really do not agree with Dougall state "... despite widespread internet access and use among communication professionals, the internet has not really changed public relations strategies and practices." Nowadays, technology is growing significantly and we cannot deny that new media has affected to the public relations. Internet is the one of the function which help the organization to spread their reputation as the best effectiveness. I knew that despite the useful of internet in public relation practice, some personally profession still disagree with it. They think public relations have lost the interaction in the communication. Another suggested "I feel that public relations still needs a lot of human touch , still needs a lot of interpersonal feel..." I really do not understand why did they say that, because as we all know that nowadays, the society has changed simultaneous with the technology is extremely developing, so human also need to keep pace with it. Moreover, in the reality, technology can help to build up the relationship and spread the information to others. people will not waste their time and money to do many stuff of planning or organizing.

However, the implications are that public relations professionals need to be mindful and always careful to the global audience of anything online.