newmagazine2

TOPIC- IMPACTS OF TECHNOLOGY ON PUBLIC
RELATION
SUBMITTED BY- Sumeet khehra, Surinder Singh
Brar, Gurkiret singh
SUBMITTED TO- PROF. KHAN
DATE OF SUBMISSION- JAN27,2018
PROGRAM- DIPLOMA IN PUBLIC RELATION

Public relations is the practice
of managing the spread of
information between an
individual or an organization
and the public. Public
relations may include an
organization or individual
gaining exposure to their
audiences using topics of
public interest and news
items that do not require
direct payment.

Whether in the form of:

Podcasts
or

YouTube
videos

internet

World Wide
Web

 The traditional role of media gatekeepers is in
a state of enormous flux.

 Moreover, a wide rage of other technologies,
ranging from satellites, to cell phones, to
video news papers releases, have become the
standard tools that continue to influence
public relations practices and policies.

 It is the collection of

techniques, skills, methods,
and processes used in the
production of goods or services
or in the accomplishment of
objectives, such as scientific
investigation.
 Developments in technology,
including the printing press, the
telephone, and the internet,
have lessened physical barriers
to communication and allowed
humans to interact freely on a

global scale.

 Public relations , or PR, is a branch
of marketing concerned with
managing public opinion of a
business or product.PR
professionals work with news media
, manage business events and
coordinate charity work. Internet
and website technology add several
factors to the role of PR.

Internet technology allows
instant information
dissemination and that
information can be hard to
control. Business websites
allow for a PR platform that
helps regain some of the
control lost by the immediacy
of internet communication.

 The internet serves as a first communication point for
many organizations.

 PR specialist can instantly update the public and
consumers with company news and product

innovation.
 Websites also allow for interactive communication

between PR representatives and consumers .

 The internet has created more demanding
consumers and made it possible for
dissatisfied costumers to telegram their
dissatisfaction to a large number of people.

 Technologically savvy consumers use the
internet to research and educate themselves
about products before purchase.

 Many consumers also expect personalized
interactions from customer support and
customization of products.

Before internet use became so widespread, PR
professionals used a simpler media mix to
promote businesses and products. Older
media mixes included magazines,
newspapers, billboards, television and radio.
New media mixes include old elements of the
media mix plus email, websites, blogs, viral
videos and webcasts.

To keep public opinion positive, PR
professionals must control each of these new
elements. Members of the public and
competing companies may also create and
manipulate many new media elements, and
PR professionals must constantly scan the
web and guard against negative online
publicity.

A well-maintained and attractive company
website can offset potential negative online
publicity from unhappy customers or former
employees. PR staff may use the company
website to communicate with the public,
consumers and members of other media
outlets.

 In the world of technology, big data is
everywhere. We have data from our websites,
retails locations, social media platforms and
more.

 Even people are data just because you have a
lot of data doesn’t mean you have something
to share with upper management.

 Pulling the actionable insights from that data
is required to prove the value of public
relations.

 With the proliferation of social media, you
can now connect with influencers using less
intrusive means than ever before to build a
mutually- beneficial relationship.

 Why not follow them on Twitter?
 Subscribe to them on Facebook. Sign up for

their blog’s RSS feed.
 All of these touch points allow you to better

understand what is relevant to that influencer
now, resulting in better outreach and better
results later.

 Public relations
practitioners must
understand some SEO
allows our content to be

found more easily by people
looking for our expertise .
Practitioners ask for access
to your websites analytics
and Google webmaster
tools. To understand which
keywords are critical for
their business includes then
in any online content
through website copy,

 Newswires, blog posts using a tool like
inbound writer. It is only done by the modern
technology that is used in public relations.

Whether your own tweet sets the online
world on fire or the blogosphere decides to
rally behind an employee with a bone to
pick, technology makes it easier than ever
for small issue to turn into a big crisis.

BLOGS

GOOGLE TIWITTER
SCHOLAR

MOBILE EMAIL
MEDIA TRENDS

 Technology has long influenced how public
relations practitioners do their work.

 Once typed on paper and sent via mail or fax,
press releases are now produced on a
computer and delivered via email.

 Video news releases are delivered digitally via
satellite or internet. Public opinion surveys
are conducted via the world wide web.

 A study commissioned by PR found the use of
new technologies is the leading trend in public
relations.

 Digital devices of all kinds enable the more
advanced and ambitious practitioners to stay on
top of the latest events in the external
communication environment.

 It also provide more precise and instantaneous
delivery of messages to those publics impacting
the practitioners’s employer.

 All the changes in public relations through
media and communication that have taken
place over the last century are due to a huge
technological development. Furthermore ,
this is a culture and technological evolution
and it is the nature of evolution that it
accelerates.

 www.academia.edu
 www.slideshare.net
 www.instituteforpr.org
 www.ncsu.edu

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