PUBLIC RELATIONS
Public relations can be defined as the organizational function of managing information flow between an individual or an organization and the public, with an aim of maintaining a favorable public image. The effect of the internet on public relations is one of the biggest subjects of current conversations in the industry. With the communication world changing constantly, those seeking to communicate must therefore revise and revolutionize their approach.
Bloggers, as influential as they are they pose various threats such as posting of misinformation, rumors and even stories bordering on defamatory statements. Some of these issues owe to the fact they are untrained- but does this really matter? To some extent no, as the individuals being communicated with are able to draw their own conclusions personally. However, bloggers should have a code of ethics with strict guidelines on the stories to be published, sources to consider and method of writing to avoid litigation.
To some extent Public relations could be viewed as simply recreating media relations online. This is because internet is different only because it allows feedback therefore reducing the gap but in essence as Jon explains traditional communication skills are vital on the internet. (Thorsteinssson, 2000, pg 65). Flogging is the creation of a fake blog; this affects those using them negatively as they are exposed to wrong information, which could hurt some organizations and users due to wrong decision making.
Dialogic communication has more potential than reality online, its tenets as explained by Kent and Taylor focus on the information needed by the public and their views are incorporated. Online failure of dialogic communication does not mean however, that it will never be widespread in public relations. As Thorsteinsson explains some strategies could be used achieve this: creating a platform where public could pose questions to the organization, posting of information only beneficial to the users, encouraging repeat visits to the website.
Co operative bank uses dialogic communication by creating a sense of no barriers between the organization and the public, “we are you” and appealing to clientele in all walks of life by creating targeted advertisements.
Efforts of marginalized to build power are viewed as threats. As Thorsteinsson explains the internet levels the power dimensions and an individual can impact just as a multinational or government agency. (Thorsteinsson, 2000, p.40). The digital divide affects public relations in that only those conversant with the online world are able to access this information, while those who still favor traditional communication are left behind. While some argue that the internet is to chaotic it could be beneficial and both dangerous, making it better as an environment for listening to others rather than presenting one’s own message.
References
Thorsteinsson Jon, Public Relations and the Internet: An exploratory study into how the internet affects public relations.2000 p2-104.
M.L. Kent, M. Taylor: Public Relations Review 28 (2002) 21–37
