The emergence of the
internet had give several opportunities for public relations practitioners to
collect information, monitor public opinion on issues as well as to engage in
direct dialoged with the public. There are too many definitions of new media.
Yet, new media can be recognize by the advancement of technologies that often
portable and facilitate communication mobility. In other words, new media
facilitate person to person to person communications. There are several medium
of new media which are SMS, MMS and the internet.
In terms of public
relations practice, new media is helping the public relations practitioners to
keep abreast on what is available and what will happen in the future. It is
being updated continuously by the new technologies available. Now, new media
had helped public relations practitioner to prepare their material faster than
before and the role of the practitioners are to make sure the accuracy of each
material produced to the public since new media made all materials available
online.
Since everything is
available online, the public relations practitioners need a technical practice
on several editing skills and webpage skills. Furthermore, the role of public
relations practitioner is to make sure each material produce reach the
audiences. Besides, they need to partially control the material. The emergence
of new media had helped the public relations practitioner to communicate with
the stakeholders in group thus it help on the increasing of investments. In
addition, the public relations territory will be more attractive with the new
media. Public relations practitioners will perhaps be seen communicate in a
‘touchy feely’ communication without new media and technologies.
Reviewed by: Zalikha Nadhirah Mohd Nor
Azmi
Source from: http://www.pria.com.au/sitebuilder/forms/forms/file/34-174/Melanie%20James%20article%20Asia%20Pacific%20PR%20Journal.pdf
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