New Communication Challenges Faced By PR

            Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. From the introduction of the television, the phone and even, new government policies have changed the publics’ attitudes and behaviors. PR practitioners had to blend in and be attached with the new communication challenges. But, with the help of the new communication technologies, such as the Internet, social media websites have helped Public Relations in getting access to the public. In relations with the business world, getting a media coverage in business perspective has been a challenge and to have the members of the media consider it newsworthy is the other story. An increasing number of journalists and news editors are starting to write and read blogs, on a daily basis, to write, find new and interesting story ideas. The content is fresh and up-to-date that excites these editors.

            Blogs provide an exceptional and personal way to communicate with current and prospective customers. The more casual and unfiltered voice of the blogger creates the image of a business as being composed. Even if a company is having a crisis, through blogging consumers and businessmen could discuss the issue. Instead of “spinning”, which usually associated with public relations, the blog can serve as an honest and concerned pipeline, directly to the public. Therefore, the business can regain and increase the public’s trust. Concerned customers and public will view the blog as giving the answer they would want to hear. This indeed will help enhance the business’s reputation, both in the short and long run.

Blogging as a public opinion medium gives up that tight control, and presents a message in a conversation with the reader. In that sense, the blog cultivates public opinion. With the increasing number of transparency, inside and outside of organizations, the best approach is one of open discussion. A blog is definitely the ideal vehicle in reaching the public. A blog can enhance that perception of honesty by delivering the straight goods on an issue. With that open approach, lacking the traditional tightly controlled message, trust in the company is enhanced.

Reviewed by: Noralisa bt zubir

 
Source: http://blogbusinessworld.blogspot.com/2005/12/blogs-and-public-relations-reprint.html