Impact of new technologies on public relations

Grunigovu teoriju o situacijskoj javnosti treba razmotriti u uvjetima novih komunikacijskih tehnologija. Cozier i Witmer (2001.) navode da PR praktičari ne smiju nove tehnologije smatrati jednostavnom mogućnošću stvaranja obaviještene javnosti. Polazeći od pristupa temeljenog na informaciji, sudjelovanje javnosti pojavljuje se tek na kraju komunikacijskog procesa. Oni vjeruju da je stvarno pitanje zapravo sudjelovanje javnosti, te upotreba i reagiranje na nove komunikacijske tehnologije. Primjerice, internet omogućava stvaranje, održavanje i izbjegavanje odnosa s drugim ljudima.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”