Uloga PR-a u elektroničkom okruženju

Baras, Lidija. (2011). Uloga PR-a u elektroničkom okruženju. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Information Science. [mentor Boras, Damir].

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Abstract

The biggest single advantage of the Internet by an individual is to provide opportunities for sharing views and information and connect with other people with similar interests, the group level all the way to the corporate level. The duty of the PR to optimize these opportunities. PR has to be a trend with all the changes and new trends in communication for individuals, businesses of its target audience since every day creating new, innovative ways of communicating in a global environment. There are very few methods of communication that are the exclusive domain of PR. The Internet has put all the communication tools and techniques into the hands of all who have a modem and computer. The concepts of one-to-one, one-to-many, many-to-many and many-to-one as part of a "new PR", and are essential for modern PR practice. One of the reasons why PR must be extremely proficient in the use of Internet communication is because it is very competitive. Inetrent pages for advertising become an interactive site that allows communication between users in order to improve services. In traditional theory, culture and communication have a greater power than the user, but now this balance is disrupted, and prevailed on the user. Also, the interventions undertaken by the company for the purpose and goal of development work, requiring a strategic level, since everything is under intense and critical view of the growing online community. PR industry needs to produce messages that will be distributed through channels of mass media has not disappeared, however, is perfectly clear that the importance of networked comments (feedback), which in turn accumulate in the reputation, all the more crucial. Until now, the PR practice of selling the illusion that it was realistic enough to fool, but today is all based on honesty and transparency. At the same time with honesty and transparency, organizations, companies, people have to deal with online participants who at the same time creating your content can distort or enhance the reputation and relationships within an organization, company or person. Entering the world of the Internet must be responsible and expedient decisions.

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