New Technologies Essay

commonplace transaction is the management function which evaluates national attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance. Public relations is the management function that identifies, establishes, and maintains interchangeablely honest relationships between an organisation and the various publics on whom its success or hardship depends. Cutlip Scott et al. Effective Public nonifications, Prentice Hall 2000Public relations is slightly reputation the result of what you do, what you say and what others say about you. Public relations practice is the discip air which looks after reputation with the aim of earning understanding and support, and influencing fleshy judgment and behaviour. It is planned and sustained effort to establish and maintain seemliness and mutual understanding between organisations and its publics. Harr ison Shirley, Public dealings An introduction, Thomson Learning 2000 Public relations practice is the planned and sustained effort to establish and maintain good allow and mutual understanding between an organisation and its publics.Jenkins Frank, Public dealings Techniques, Butterworth Heinemann second edition Public relations consists of all forms of planned communication, outwards and inwards, between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding.Jenkins Frank, Public Relations, Pitman fifth edition Comparison of the characteristics of advertising and public relationsUse of media Purchase media space normally relies on or cartridge holder gaining media c everyplaceage Degree of control over comparatively tight control Relatively small-scale if any the sum over the content and control over content and timing of the nub timing of the subject Message credibility Normally low credibility Normally relatively h igh credibility Types of target audience Relatively narrow target Often aimed at a audience ordinarily market relatively broad range related of publics/audiences Focus of the exertion Relatively short-term Situation oriented Expected time horizons mart/sales oriented Both short and long term for proviso 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 exercisingd, often confined tomeasures of media coverage system of payment for Agencies receive payment Agencies paid on the agency go in the form of commission basis of fees for from the media based on advisers time or by the space or time booked annual retainer for the client Black Sam, Public Relation revision workbook, HTL publications 1992 pg8 Comparison of propaganda and public relationsSender Varying degrees of address Clear identification of the Identification vector Purpo se To chassis a movement or To achieve con direct or a followers develop dialogue Message One sided, varying degrees May muffle between of accuracy arguments accuracy weighty Media Similar 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 crude Technologies are drastically changing the whole business of Public Relations Mobile phones, video recorders, DVD players PCs etcetera engineering science that began as business-to-business has steadily positive for use in the home, in the business market, technology is primarily a productivity tool, but in the home it is much more than(prenominal) than blank or entertainment, competing for attention against TV or the cinema.Technology is the technical bureau quite a little use to improve their outsmartings. It is also hit the sackledge of using tools and machines to do tasks efficiently. We use technology to control t he world in which we live. Technology is people using knowledge, tools, and systems to make their lives easier and better. People use technology to improve their talent 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 everywhere and whoremonger make flavour better.www. ask. com According to most of the articles 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 profits. It has surmount time-zone problems in communicating with clients in the United States as well as the Eastern European countries, and it has so much to offer in speed, theatrical role and communication. Along with various interactive software packages (appendix (ii)) that make it easier for consultants to do their contrast efficiently and swifter than in front.Understanding the unique properties of the internet *it provides a unique middling in which communities and groups passel form, reform, transform and dissolve. *It is relatively inexpensive, *users can be unknown 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 transmit for communication. It is clear that the internet has and is continuing to change the communication model or paradigm.It is changing the very nature 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 learning The internet has created new tools and changed objectives an altered geography of web sites, newsgroups, usenets, berate rooms, and stationing lists, and a revised lexicon with terms wish rogue web sites, metatabs, text-crawlers, reciprocal linking, hyper-text-perts, and face engine placement the names can make the internet sound very complex, however it is a useful communication tool.With development travel at the velocity of light, communicators discover fresh ways to deliver and admonisher news that keeps them two steps ahead of the media and the competition. Do you want to know if your client or follow go away be front-page news before the scoop is even in print? No problem With the maturation of new methods of monitor 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 wait a week or two. Which system to use depends on the users needs, budget and equ ipment 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 attack up with new programs and applications to help public relations practitioners reach the media. slip services have upgraded their offerings with daily fax delivery and on-line media monitoring to match the clients clip profile. showtime Public Relations Society of America, Technology transforms media relations work. Public Relations Journal, Nov 1993 v49 n11 p34(1) News dispersal companies allow PR agencies to get vital information to the press 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, drive on all you do is e-mail them the release with a list of contacts and they go away e-mail, fax, or post the information out.Pr Newswire a lso has capabilities of putting information onto a newswire service which can be accessed by large broadcast and press agencies. Contact Management Software are programmes supplied by companies like Media Disk and PR Newswire, they are large databases containing numerous names of journalists, unitedly with respective publications the systems should be continuously 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 lecture to journalists, PR consultants still have to use the phone a bang-up 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 s trap 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 valet de chambre contact of the actual daily job will always conciliate 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 firms are or should be using a combination of slowly data access and delivery technology to maintain their client base. snip services, news wires and informational databases have upgraded their offerings to supply their clientele with information releases.The functions of Public Relations can now be helped along with todays technology, the unveiling of publicity for products and serv ices can be done in numerous ways, from the internet to placement in films. Opinion forming on a occurrence 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 lucre 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 dissemblenet newsgroup more potent than the entire 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. Fo rbes, Oct 6, 1997 v160 n7 pScentury(6)The internet has clearly do 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 Wide 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 minus 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 create Ltd, PR makes its way to IT boardrooms, Marketing, May 27, 1999 p59(2) PR agencies that have the technical expertise can set up monitoring services. Edelman Technology, the hi-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 conform to 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.