New Technologies Essay

open relations is the management function which evaluates existence attitudes, identifies the policies and procedures of an individual or an organisation with the unrestricted interest, and plans and executes a computer programme of action to earn public understanding and acceptance. prevalent relations is the management function that identifies, establishes, and maintains commonly beneficial relationships between an organisation and the various publics on whom its victory or failure depends. Cutlip Scott et al. Effective Public Relations, Prentice Hall 2000Public Relations is intimately reputation the result of what you do, what you say and what others say about you. Public relations practice is the discipline which looks after reputation with the aim of earning understanding and support, and influencing opinion and behaviour. It is planned and sustained effort to establish and maintain goodwill and usual understanding between organisations and its publics. Harrison Shirle y, Public Relations An introduction, Thomson Learning 2000 Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.Jenkins Frank, Public Relations Techniques, Butterworth Heinemann 2nd edition Public relations consists of all forms of planned communication, outwards and inwards, between an organisation and its publics for the part of achieving specific objectives concerning mutual understanding.Jenkins Frank, Public Relations, Pitman 5th edition Comparison of the characteristics of advertising and public relationsUse of media Purchase media space Normally relies on or clock gaining media c everyplaceage Degree of control over Relatively tight control Relatively little if any the message over the content and control over content and timing of the message timing of the message Message credibility Normally low credibility Normally relatively high credibility Types of range audi ence Relatively narrow target Often aimed at a audience usually market relatively broad range related of publics/audiences strain of the activity Relatively short-term Situation oriented Expected sequence horizons Market/sales oriented Both short and long term for supply and results objectives and impact. objectives and impact. Forms of evaluation Established measurement Relatively limited number Techniques for reporting of evaluation techniques and cost efficiency used, often confined tomeasures of media coverage Mode of payment for Agencies receive payment Agencies paid on the agency services in the form of commission basis of fees for from the media based on consultants time or by the space or time booked annual retainer for the client Black Sam, Public Relation modification workbook, HTL publications 1992 pg8 Comparison of propaganda and public relationsSender Varying degrees of source Clear identification of the Identification sender Purpose To build a movement or To achi eve fancy or a following develop dialogue Message One sided, varying degrees May moderate between of accuracy arguments accuracy important Media homogeneous media may be used in both cases Receiver Similar audiences may be targeted in both cases Black Sam, Public Relation revision workbook, HTL publications 1992 pg9 New Technologies atomic number 18 drastically changing the whole business of Public Relations Mobile retrieves, video recorders, DVD players PCs etc, engineering science that began as business-to-business has steadily authentic for use in the home, in the business market, technology is primarily a productivity tool, but in the home it is much more(prenominal) leisure or entertainment, competing for attention against TV or the cinema.Technology is the technical means good deal use to improve their surroundings. It is also knowledge of using tools and machines to do tasks efficiently. We use technology to control the conception in which we live. Technology is peo ple using knowledge, tools, and systems to plant their lives easier and better. People use technology to improve their ability to do work. Through technology, people communicate better. Technology allows them to make more and better products. Our buildings are better with the use of technology.We travel in more comfort and speed because of technology. Yes, technology is everyplace and can make life better.www. ask. com According to most of the members in the reference list, and the interview with Dan Pinch (consultant at PR agency Weber Shandwick), the biggest impact for the world of public relations in the last five years is most certainly the internet. It has overcome time-zone problems in communicating with clients in the United States as healthful as the Eastern European countries, and it has so much to offer in speed, quality and communication. Along with various interactive software packages (appendix (ii)) that make it easier for consultants to do their task efficiently a nd swifter than ahead.Understanding the unique properties of the internet *it provides a unique medium in which communities and groups can form, reform, transform and dissolve. *It is relatively inexpensive, * exploiters can be anonymous or have different online personality and act differently as a result, *it recognises no geographic boundaries, *once a message is out, the sender loses control, and * on that point are already many more internet than non-internet channels for communication. It is clear that the internet has and is continuing to change the communication model or paradigm.It is changing the very temperament of the relationship between an organisation and its publics in terms of process, content, location, speed and power. The Public Relations e-Commission www. icas. co. uk e-PR ICAS, internet information The internet has created spick-and-span tools and changed objectives an altered geography of electronic network sites, newsgroups, usenets, chat rooms, and bro adcasting lists, and a revised lexicon with terms like rogue web sites, metatabs, text-crawlers, reciprocal linking, hyper-text-perts, and search engine placement the names can make the internet sound very complex, however it is a useful communication tool.With information travelling at the velocity of light, communicators discover fresh trends to give back and monitor news that keeps them two steps ahead of the media and the competition. Do you want to know if your client or company will be front-page news before the scoop is even in print? No problem With the emergence of new methods of monitoring media, you can be notified before the news hits the stands or makes the airwaves today public relations practitioners are receiving real-time news-breaks.Public relations consultants can distribute information or look at reports of media placements in literally seconds than depend a week or two. Which system to use depends on the users unavoidably, budget and equipment available for collecting or broadcasting data the more exclusive and appropriate the information sent or received, the more expensive it is. Service companies are constantly coming up with new programs and applications to help public relations practitioners reach the media. Clipping services have upgraded their offerings with daily fax delivery and on-line media monitoring to match the clients clip profile. microbe Public Relations Society of America, Technology transforms media relations work. Public Relations Journal, Nov 1993 v49 n11 p34(1) News distribution companies allow PR agencies to get vital information to the conjure on a large scale in a short time. Traditionally an agency would have to do their press release, put them in envelopes, and mail them out to all journalists. With news distribution companies like Pr Newswire, Pimms, Expedite all you do is e-mail them the release with a list of contacts and they will e-mail, fax, or post the information out.Pr Newswire also has capabilitie s of putting information onto a newswire service which can be accessed by large broadcast and press agencies. hitting Management Software are programmes supplied by companies like Media Disk and PR Newswire, they are large databases containing numerous names of journalists, together with respective publications the systems should be forever updated to keep data current. These systems allow users to build mailing lists for effective targeting and distribution of messages.Technology has changed many aspects (from speed of receiving documents via e-mail, to message boards and chat rooms where rumours can be heard of first etc. ) in the world of Public Relations. However, the areas in which it has not changed much is the talking to journalists, PR consultants still have to use the phone a great deal and face-to-face communication will always remain an important way of conducting business clearly shown with the latest British Airways advertisement, with the cane line Its better to be there.The advertisement shows that the use of technology is all well and good however making the effort to go and see the client is even better (appendix (v)). According to Dan Pinch Human contact of the actual daily job will always stay the same, Public Relations is all about human contact that will never go away. Public relations whether it is offline is and always will be about human relationships The Public Relations e-Commission www. icas. co. uk e-PR ICAS, internet information To keep with the times it would be obvious to assume that many of the PR souseds are or should be using a combination of easy data access and delivery technology to maintain their client base. Clipping services, news wires and informational databases have upgraded their offerings to supply their business organization with information releases.The functions of Public Relations can now be helped along with todays technology, the creation of publicity for products and services can be through with(p) in numerous ways, from the internet to placement in films. Opinion forming on a particular issue can be dealt with by posting an article on the internet and getting feedback from the public. The ability to download photographs from the internet can help media relations. The use of television, cinema, radio, and internet can help with business sponsorship getting more coverage in a variety of ways.PR on the Internet also includes a new set of assumptions, with response speeds measured in seconds, not hours, and a through the looking glass distortion that can make a single person on an Internet newsgroup more potent than the spotless public relations department of a major corporation. Nobody is small on the Web, says Alan Wallace, a principal at Santa Monica-based Inter Active Agency, a brash, two-year-old firm dedicated to the proposition that PR agencies not already on the Internet are already out of business. Source Richard Rapaport, PR finds a cool new tool. Forbes, Oct 6, 1997 v160 n7 pS100(6)The internet has clearly made the workload easier to handle for PR firms, however there is also a negative aspect about this tool there are scarier implications that surround the world of internet, such as the reality, that corporate status can be savaged as dissatisfied customers and shareholders exchange comments on the World unsubtle Web. It can all occur without the companies knowledge, if they are not monitoring, and contributing to the forum, message boards and chat rooms it can end up as a modify mix of rumours and misrepresentation, and severe consequences can follow, as Quigley Cold-Eeze discovered (appendix (iii)).When a company faces a crisis, there has never been a more powerful or potentially more destructive tool than the internet, according to Text 100 managing director Katie Kemp Once it gets on the net, you lose control of it. Source Haymarket Publishing Ltd, PR makes its way to IT boardrooms, Marketing, May 27, 1999 p59(2) PR agencies that have the te chnical expertise can set up monitoring services. Edelman Technology, the high-tech sector of Edelman Public Relations Worldwide, assists the complex needs of technology corporations large and small.Staffed by IT specialists in key global markets, Edelman is among the leading industry players in the area of high-tech PR. Edelman has a system called I-Wire which monitors the internet, checking on 55,000 user groups and bulletin boards. It means that if theres trouble, the team responsible can take action. As technologies converge and the pace of development slows, competition for press coverage will intensify, says Lewis. Agencies with little knowledge of journalism and poor technical expertise will be exposed. Weak stories will fail, and so will weak agencies.