THE IMPORTANCE OF IS IN THE PUBLIC RELATION MANAGEMENT

The Importance of IS in the Public Relation Management

Table of Contents

The Importance of IS in the Public Relation Management3

Introduction3

Discussion3

Traditional Public Relations Practices5

Theoretical Framework for the Use of Technology in Public Relations Practice8

Diffusion of Innovations8

Technology Adoption15

Adopting Advanced Technologies as Public Relations Tools16

Internet/World Wide Web17

Build Relationships Using Technology18

Importance of Interactive Dialogue21

Convivial Technology22

Internet-based Communication Tools22

Importance of Technology to Journalists24

The Diminishing Power of Traditional Media25

Criticisms of Technology Use in Public Relations26

Conclusion27

References32

The Importance of IS in the Public Relation Management

Introduction

The swift rise of online and digital communications is transforming the way public relations are practiced. The increasing use of new technologies is producing considerable influence on the public relations field (Pavlik, 2007). Digital communication is an innovation diffusing throughout the entire practice. Utilizing these technologies is becoming an essential public relations tool. This review will demonstrate the adaptation rates of these technologies in public relations through the theoretical framework of diffusion of innovations. As the media and public adapt and use advanced technologies, public relations practitioners must also adapt to be successful. The increased use of technology presents an argument that the effects of traditional media are becoming even more minimal. Public relations practitioners must hone more interpersonal and persuasion skills to communicate directly with their publics.

Discussion

The Internet in not only an information tool, but according to Wright (2001), it has turned into an essential medium for the circulation of public relations messages. “New technologies have dramatically changed the way public relations works by providing new and more efficient ways in which communication messages can be produced, distributed, displayed, and stored” (Wright, 2001, p. 6). Essentially digital technologies are changing the practice of public relations from every angle. Concurring with the opinion that Internet and advanced technologies are changing public relations is Springston (2001). The use of digital technology will transform the entire field of public relations. “The transformation to digital technology has far-reaching implications for the practice of public relations” (Springston, 2001, p. 603). Savery (2005) agreed with this view noting that the Internet and alternative communication choices are causing the practice of public relations to go through a period of great change. “These innovations allow public relations practitioners to target their publics directly” (p. 1). As society and the media adopt and use new technologies, public relations practitioners also have to adopt and use of new, innovative public relations tools. This review will show how emerging technologies can impact and change the practice of public relations through the theoretical framework of diffusion of innovations. New technologies are diffusing throughout the practice of public relations, and changing traditional public relations practices. This diffusion is causing a change in the way traditional forms of public relations are conducted (Johnson, 1997). Certain technologies, such as e-mail, Internet, and Internet-based communication tools have been adapted to the point of critical mass. Meaning the use and acceptance of these technologies is self-sustained by individuals within the social system.

However, utilizing these tools in the practice of public relations has yet to ...