Review article

Impact of new technologies on public relations

Majda Tafra Vlahović ; Sveučilište u Dubrovniku

Abstract

New communication technologies are being developed very fast which is of
great infl uence on the public relations profession. The options but also the risks of
the profession have multiplied. Internet is one of the most important areas. For areas
of management are directly related to public relations via Internet: the richness of the
content, the access, the clients and the empathy. The productivity and effectiveness are
particularly important factors. Thanks to the new technologies, easier access and lesser
costs have prompted PR professionals to deal more with research and evaluation.
Internet and online data base enable “practitioners” to collect more
information, with more details, faster and cheaper than ever before. Internet enables
PR practitioners to monitor uncensored communication, which was once strictly
private. That is vitally important for understanding of beliefs and attitudes of people
which would traditionally be considered “latent” public or “non-public”.

Keywords

Internet; e-market; communication

Hrčak ID:

41358

URI

https://hrcak.srce.hr/41358

Publication date:

1.3.2007.

Article data in other languages: croatian

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