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#1 2010-03-12 07:32:20

ingrid
Member

4 курс

Public Relations Internet Challenge

Use of the Internet by public relations practitioners inevitably will grow in the future, for three reasons in particular.
•    The demand to be educated versus being sold.    Today's consumers are smarter, better educated, and more media savvy. They know when they are being hustled by self-promoters and con artists. So communications programs must be grounded in education-based information rather than blatant promotion. The Internet is perhaps the world's greatest potential repository of such information.
•    The need for real-time performance. The world is moving quickly. Everything happens instantaneously in real time. As media visionary Marshall McLuhan predicted four decades ago, in the 21st century the world has become a "global village," wired for immediate communications. Public relations professionals can use this to their advantage to structure their information to respond instantly to emerging issues and market changes.
•    The need for customization.    There used to be three primary television networks. Today there are more than 500 television channels. Today's consumers expect more focused, targeted, one-on-one communications relationships. More and more, organizations must broadcast their thoughts to narrower and narrower population segments. The Internet offers such narrowcasting to reporters, shareholders, analysts, opinion leaders, consumers, and myriad other publics.
Such is the promise of the Internet to the practice of public relations. Beyond its role as an integral component in the Internet marketing mix, public relations has become prominent in several other cyber areas:
•    E-mail.    E-mail has become the most pervasive internal communications vehicle. In companies, schools, media institutions, and homes, e-mail, delivered online and immediately, has replaced traditional print and fax technology as a rapid-delivery information vehicle.
•    Web sites.    Another rapidly expanding use of the Internet by public relations professionals is the creation and maintenance of Web sites to profile companies, promote products, or position issues. A Web site gives an individual or institution the flexibility and freedom of getting "news out" without having it filtered by an intermediary. There are literally millions of Web sites sitting there, waiting for visitors. Many public relations agencies specialize in creating Web sites. Intranets, or internal Web sites, are another growing phenomenon.
•    Online media relations.    Beyond the creation of Web sites, public relations practitioners are using the Internet to communicate to the media. Journalists today use the Web as a primary source of organizational information. More journalists, too, are communicating with public relations sources via e-mail. Finally, the growth of online spin-offs of major print publications and the development of magazines on the Web—e-zines—like Slate and Salon.com, present a new, enlarged field of potential publicity play for public relations practitioners.
•    Online monitoring.    The Web's easy accessibility has also ushered in a whole new challenge to public relations professionals to monitor online media for negative comments and even threats against their organizations. The preponderance of rogue Web sites and antagonistic chat rooms that condemn organizations makes it a necessity that public relations professionals regularly monitor such Web sites, chat rooms, and discussion groups.
Product promotion.    The ability to reach customers and potential customers directly is another benefit created by the Web. In this area, public relations supports integrated marketing efforts on the Web.
•    Investor relations.    Speaking directly to investors and potential investors is
yet another Web challenge to public relations people. The Web allows investors to check the activities of their holdings on a daily basis, enabling companies to increase their communications efforts relative to their shareholders. Investor chat rooms—or "threads"— also demand constant monitoring by public relations people to assess the latest shareholder undercurrent about the
company.
In a general sense, what television and cable TV were to the advertising industry, the Internet is to public relations. Organizations, like never before, can "go direct" to build reputations with the public, investors, consumers, and the media. Using the Internet, organizations face no "interruption" of their message by some third-party fil¬ter, such as the press.
Directly delivering messages to key constituent publics is the true challenge and opportunity of the Internet to public relations.

Vocabulary
Savvy   -  понимающий, знающий толк
to hustle money — выманивать деньги
-  = hustle up добиться чего-л., заполучить что-л. напористыми, не всегда честными действиями
to hustle up new customers — заполучить новых клиентов
to hustle goods — добыть товар
con artist     - мошенник
blatant
repository  -  хранилище
media visionary
to be wired
narrowcasting
to be prominent
spin-offs   - побочный эффект

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