New media provides a wealth of opportunities to capture, engage and interact with a range of stakeholders. With more than a quarter of the UK population actively utilizing the Web, the internet offers businesses the unique opportunity to reach its publics in a quick, cost-effective manner. In order to be successful in today’s marketplace, companies must look to appease proactive and inquisitive audiences through avenues, which encourage two-way messaging. (Philips, 2001, p. 2/ p. 149).
David Phillips, author of Online Public Relations, agrees ‘there is a responsibility to e-enable and automate, to become more efficient and facilitate, create and promote the framework for advantageous enterprise-wide relationships with the organization’s constituency.’ (Philips, 2001, p. 3).
Despite the numerous advantages attributed to new media, the public relations sector has been criticized for its sluggish adoption of new technologies.
The video below discusses the prevailing reasons for the industry’s unwillingness to fully embrace the new media phenomenon. (Created Feb 20, 2009, Duration: 4:58 mins.)
David Phillips, author of Online Public Relations, agrees ‘there is a responsibility to e-enable and automate, to become more efficient and facilitate, create and promote the framework for advantageous enterprise-wide relationships with the organization’s constituency.’ (Philips, 2001, p. 3).
Despite the numerous advantages attributed to new media, the public relations sector has been criticized for its sluggish adoption of new technologies.
The video below discusses the prevailing reasons for the industry’s unwillingness to fully embrace the new media phenomenon. (Created Feb 20, 2009, Duration: 4:58 mins.)
Reference
Phillips, D. (2001). Online Public Relations. London: Kogan Page Limited.
Phillips, D. (2001). Online Public Relations. London: Kogan Page Limited.
No comments:
Post a Comment