Public Relations and the Internet
Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations has been increasing in popularity, especially now with the Internet being used as a tool for communication in modern society.
Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations, which is often defined as “The art or science of establishing and promoting a favorable relationship with the public” (Answers.com 2006, p: 1) has been increasing in popularity, especially now with the Internet being used as a tool for communication in modern society.
Frequent usage of the Internet has allowed consumers to communicate and access products and services from companies more easily. For example, Jerry Fireman states, “Public relations can be cost effective because the media—rather than the marketer—takes on the expense of delivering the information to the intended recipient.” (Fireman 2006, p: 1). Hence, by advertising on the Internet and promoting good relationships with clients, public relation officers are now able to achieve access to a wider market with a lower expenditure rate. Furthermore, the Internet has viewers from different nations and cultural beliefs; therefore, the scope of campaigns for modern public relation officers has increased.
Although some academics would argue that public relations have become advertisement-based focusing mainly on persuading consumers to purchase a product, the effectiveness of these advertising and marketing techniques have also greatly enhanced the needs of the consumer market. The advantages of utilizing public relations on the Internet have also benefited people who may not have otherwise have had access to the advertising of these products due to their lifestyle or the location of their home. The Internet has indeed connected the wants and demands of consumers to the supply and services of the producers. Although the value and importance of the Internet is highly contentious and can be interpreted differently by separate discourses, most societies would agree that the Internet has established a prominent role in the globalization process, resulting in public relations and communication increases.
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ABOUT THE AUTHOR
By Bernice Ly
Bernice Ly is an academic writer working at M6.Net: ‘The web-hosting company for humans.’ M6.Net is working hard to help humanity experience the power and freedom to develop their own part of the Internet, to share their information and connect with anyone, anywhere, anytime.