Impact of the Internet on Public Relations

Due to the rise of the internet, organizations no longer just function only in the market place (off-line environment). Now they also function in the market space (on-line environment).

The internet opened many new opportunities for organizations to engage in communication, including two way communication, with stakeholders. Corporate websites, e-newsletters and email are some of the ways that allow new and exciting opportunities for organizations to build relationships with stakeholders.

The Internet enhances communication with media. The media relations section of the website may include news and press releases, photographs and any other information and resources that may be useful to media and which may result in positive publicity for the organization. If crises occur, the PR practitioners may use the media relations section of the website as well as emails to keep media informed about the situation and any new information available regarding the crises. The PR department may also offer to media a subscription to weekly email with updates on any happenings connected to the organization.

Websites of organizations may also be used to acquire new customers, build business partnerships and promote the organization’s brand. A well optimized website may contribute greatly to visibility of the brand without any significant investments other than on site optimization and maintenance.

Corporate blogging may be used by the organization to enhance relationships with stakeholders. The concept of blogging originated from the word “weblog” (weblog), as coined by Jorn Barger in 1997.

Corporate blogs are a communication and public relations tool that organizations can use. It is presented in the form of an online diary which is presented in the reverse chronological order. Corporate blogs can be internal, where the target audience is internal stakeholders such as employees and shareholders of the organization. It can also be external, where the target audience is external stakeholders of the organization such as customers and suppliers. 


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