Teaching PR On-Line for Northwestern State University

Wednesday, February 08, 2006

Mediated PR

I have a great deal of interest in exploring how the use of blogs, websites, and other technology has the effect of "mediating" public relations. Several scholars have suggested that the web, especially, has changed the way PR is practiced. The gist is that the public no longer has to go through established media (i.e., newspapers, network TV) to get the information they seek. Instead, they can go directly on the web and view information the organization has published Or they can search and find unsubstanitated claims made by unofficial groups that may support or criticize the stand of your organization. In other words, computing advances have changed PR practice from "pushing" stories To the media. Now, with computer mediated approaches, the public can request or "pull" what they want to learn from us.
Any ideas or thoughts?

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