Linked factors as predictors of the practice of public relations on the internet: a study of Croatian organizations (original) (raw)
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One of the traditional functions of public relations is to influence perceptions of internal and external publics through communication. In order to accomplish this, appropriate use of communication channels is necessary to send accurate and timely information to the target audiences. Presently, more and more target audiences are equipped with information and communication technology that make them enable to access internet as the whole new arena where publics interact in a network of online computers. It means that whatever messages that are coming to their life would be checked across their online communities. This paper aims to show how internet link to public relations body of knowledge and how the development and the use of such technology have challenged the existing public relations practices.
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This paper explores Israeli online public relations practice, including Web 1.0, and social media usage among Israeli public relations practitioners and organizations. The paper demonstrates a gap between the dialogic potential of the Internet and its actual utilization by Israeli practitioners and organizations. Still, it is expected that Internet usage, and mainly social media usage among Israeli practitioners will grow as well as their awareness to the dialogic and interactive potential of social media.
Romanian Journal of Communication and Public Relations, 2020
Online pressrooms are important for public relations practitioners when improving their media relations in a rapidly developing new media ecosystem. This paper aims to provide an insight into the journalists' preferences when retrieving information from online pressrooms. In a mixed design, qualitative and quantitative data were collected from Turkish journalists. As the first step of the study, a focus group with 11 journalists was conducted to understand what the expectations of journalists of online pressrooms are, and how they verbally express these demands. These qualitative data were then used for the structuring of a survey questionnaire that was applied to a sample of 155 journalists. Results indicate that journalists were frustrated by the current state of online pressrooms. Journalists asserted that information-rich and skilfully designed pressrooms help increase the corporations' credibility. Journalists designated visuals and news archives as the most important contents for an online pressroom. It is also found that journalists trust more an organization if they receive fast answers from an authorized media relations person. Furthermore, our cluster analysis revealed that junior journalists with more new media practice have more trust in organizations with successful online media relations.
Public relations – the tools for unilateral communication and dialogue on the Internet
Marketing of Scientific and Research Organizations , 2016
The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems – these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that public relations experts have to create, send and receive messages. Back at the end of 1990’s hardly anyone expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now. As the currently modern media already have a significant impact on voting decisions, or social transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active. This article includes a presentation of chosen tools used in the process of unilateral communication with the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn’t assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.
Examining the internet as a strategic corporate communication tool in public relations practice
The Internet as an innovative platform housing multiple channels of communication is largely responsible for the presence of businesses on the web space. As a result, businesses soon find themselves in a position, not only to feed Internet channels with content but also to manage the content vis-à-vis content on other platforms. In the context of the Nigerian financial services industry, this calls the attention of public relations (PR) practitioners who are positioned in the corporate affairs department to manage the image of the financial institutions they represent. The objective of this study, therefore, was to gain an understanding of the contributions in the literature with respect to the Internet as a communicative tool for businesses. Although the literature has little or no evidence from Nigerian markets, theoretical arguments indicate many uses of the Internet for business communication by PR practitioners resulting in a new communication model proposed by Hoffman& Novak (1996). An attempt to situate these theoretical positions within a local context led the researchers to carry out a pilot study which revealed that there is a gap between internet channels initiated by business and the business objective of opening up such channels. As a result, there is a tendency of such channels to target the wrong audience – calling for the need for further research with empirical evidence. Keywords: public relations, internet, corporate communication, media, image management
Public Relations In The Networked Publics
Public Relations In The Networked Publics, 2019
Health care services that arise in the case of illness are expanding its scope by means of developing technology and communication tools. Health services, which were used as a result of the deterioration of health status in the past, have turned into a structure including the continuation of health status, health promotion, aesthetic regulations and complementary practices that have recently started to take place more in the field of health. The way health services are delivered has changed due to the developments in health sciences, increasing expertise in almost all levels of health care and technological developments. Alongside science and technology, spread of health care communication changed the dimension. People’s access to health messages has evolved into a structure independent of time and space boundaries. In terms of health services, the rapid development of communication has created both advantages and disadvantages such as: the compliance of health institutions with new technologies; adaptation of their own processes; and applications to the new situation. The effective use of communication technologies allowing immediate response to potential reactions has enabled health care providers and organizations to access the people more interactively and directly. On the other hand, the rapid dissemination of unexpected events, especially medical errors, and uncontrolled sharing have put health providers and health institutions in a difficult position.
Mass Media, Public Relations and Information Communication in the 21st Century
University of Medical Sciences, Nigeria, 2021
One of the roles of library and information professionals is to communicate the informationthey acquire and organize. Communication has been with mankind since the time of creation. It isan important tool for any society to survive as there will always be need to exchange informationamong people. Baran (2002) defines communication as a process that involves the transmission ofmessage from a sender to the receiver. As the society grows, human beings need to communicateand when there seems to be a hindrance to how far such communication could go, the messagewould then be passed using a medium that could reach a large number of people at the same time.Because such medium could reach diverse, heterogeneous and scattered audience, it is referred toas the mass media. Over the years, the mass media have changed the communication narrativewith respect to information transmission, especially with the advent of the Internet.The forms of communication used in the olden days provides an understanding of theevolution of mass communication or the mass media. Then, the people in authority understand thepower of communication, hence, town criers were used to do the work of the mass media. Theofficer (town crier) was the television on one hand and radio on the other hand. This is because,the town crier combines both audio-visual communication in delivering information to theaudience – the villagers. The voice is enough for them as audio evidence while the person standingin front of them with his gesticulations and facial expressions was enough as pictorial evidence ofhow serious or severe the message being passed is.
Publicity, communication and community in the information age
Belvedere Meridionale
In the age of electronic communication, a new virtual social space is in the making which strengthen the cohesion of competing virtual communication communities, and in which, therefore, the influence of traditional social and political institutes declines. The new communication situations created by the use of electronic technologies (radio, television, the internet, mobile telephony) transform our notion and expectations of political communication, and have a tremendous impact on the social and political rituals. This article argues that the new multi-channel communication situations created by the use of new media have a significant impact on politicians who address so many different types of people simultaneously. The aim of my essay is to show how the networked spaces of multi-channel electronic communication, the multiple public spheres and the new, informationcentered redefinition of social and political categories transform the style and content of political communication an...
INTERNATIONAL PUBLIC RELATIONS AND THE NEW MEDIA
This study assessed the influence of new media in occupying significant status in human communication culture. The study submits that the new media has brought about radical changes in the functioning of public relations, whether international or otherwise. Findings showed that the new media has increased interactiveness in international public relations (IPR) communication thus making it a real two-way process with regards to the positive contributions of the new media. Further revealed was that tremendously reduced cost as well as eased research challenges in IPR campaign by minimizing financial and logistical hurdles inherent in the traditional IPR research channels. Also, the new media was found to represent an auspicious attempt to tackle the problem of cultural diversities in IPR by enhancing the emergence of global village of cultural mutuality. On the negative side, the new media presents for the IPR practitioner a new problem of poor Internet penetration in many developing countries making it difficult for the practitioner to reach all his publics via the new media. In the same vein, the new media poses for the International PR expert the challenge of contending with the anonymity of many of his publics hence exposing him and his organization to all sorts of mischief possibly coming from the unscrupulous ones. In addition, it was found that the new media presents to the IPR professional the challenge of managing the gamut of messages travelling at stupefying speed which the new media PR entails.