Pregledni rad
SOCIAL SOFTWARE IN THE NETWORK PUBLIC RELATIONS New challenges in the corporative communication
Zoran Tomić
; Mostar
Zdeslav Milas
; Zagreb
Mario Kapulica
; Zagreb
Sažetak
New structures of public communication were created fifteen years ago
with the appearance of internet. They update traditional media mechanisms
and in the same time question their domination. Spreading of internet
has put corporative communication in front of new challenges: in
that sense network communication takes joint responsibility for digital
reputation, and it has become a factor of creating values. Challenges
and possibilities for the communication management on the network
have been made; it enables direct and infiltrated relations with different
shares/parts. But, network communication has its own rules, new public
is different from the classic one not only by virtuality but also by its own
rules of attention and styles. Role of a door-keeper is significantly smaller
than in classical media. New forms of network communication are made
with the emergence of network communication. Those are blogs, subcast,
RSS and wiki which can enlarge communicative area of the corporation
activity. The first type of network relations with public, digitalized PR,
was developed with appearance of web pages. The second type, internet-
PR, was created with a possibility of return channel, but both types are
monological. The third type, called Cluetrain-PR, was developed in 2005
with the appearance of social software. It is dialogical and its goal is
achieving mutual understanding.
Ključne riječi
public relations; network communication; corporative communication; social software; digital reputation; media.
Hrčak ID:
230097
URI
Datum izdavanja:
15.12.2008.
Posjeta: 824 *