The development of the internet and its many tools has presented numerous opportunities to public relations practitioners, on both a tactical and strategic level. The public relations practice requires an understanding of the dynamics of individuals’ collective observations, attitudes, behaviours and opinions, in order to effectively communicate with them and maintain a relationship. The communication required by public relations professionals to achieve this objective is a two-way symmetrical process which informs, instructs and persuades the public to achieve a shared drive towards a course of action. Therefore, it can be said that public relations practice requires boundary-less and interactive communication to achieve the most effective results (Broom, Centre and Cutlip, 2000: 150). Today’s new economy of new communication technologies is presenting the most viable environment to date, in which such communication and objectives can be achieved.
The formats of these new media technologies are various, but the main one in regards to public relations is virtual communities. The opportunities these virtual communities provide to any communication practice are more in-depth coverage, tailorisation of information to individual interests, and more audience interactivity and participation. These new opportunities allow public relations practitioners to engage in two-way symmetrical communication in a way never possible before (Splichal, 2001: 367-371). The reason for this is an exclusive feature to the internet called the ‘pull mechanism’. This pull mechanism is the ability for people to search, select and pull information to themselves. This runs in contrast to the traditional push mechanism used by public relations professionals. Virtual communities are one of the main tools of the internet which uphold this pull mechanism, and thus allow public relations people to intervene in public conversation and influence audiences. Ultimately the pull mechanism allows public relations practitioner’s easier access to publics and allows them to increase the connectivity between people in order to achieve effective dissemination of messages and thus, collective determination of action.
Another opportunity provided by the creation of virtual communities is the ability to accurately monitor communication channels. The open display of virtual conversation within virtual communities enables monitoring these channels as simple, cost-effective, easily intervened upon, and constant. This provides an opportunity for public relations practitioners to identify and monitor issues being talked about and handle situations where incorrect, misleading or harmful information is being circulated, immediately. Shel Holtz (1999: 42) states “public relations practitioners can achieve quality communication with a single well-placed message in an internet discussion group, a powerful dialogue in an email discussion list, or a meticulously researched position statement on a targeted website�. Thus, it can be said that virtual communities offer an opportunity for public relations people to achieve quality communication.
Further opportunities for the public relations industry as a result of the creation of virtual communities can be summarised in the following points:
• The ability to distribute directly to the public and the media regardless of geographic boundaries, thus, creating more awareness of a campaign/event/etc;
• The strategic placement of hyperlinks to and from specific sites and information – allowing information to be accurately accessed or pursued out of a person’s own initiative or motivation;
• The creation of communities to facilitate connectivity amongst individuals - allowing easier issue identification and monitoring; and
• Instant information access and interactivity within publics and between a client and their publics (Turnbull Porter Novelli, 2000: 2-9).
It can then be seen that virtual communities will not only augment the current public relations practice, but overcome barriers found in the traditional methods.
Sophie Best 00:58, 29 Oct 2004 (EST)
Ebusiness - Public Relations and Relationship Building
Corporate Blogging- New Communication Medium
Virtual Communities in Public Relations
Broom, G., Center, A. and Cutlip, S. (2000) Effective Public Relations, 8th edition, New Jersey: Prentice-Hall Inc, ISBN 013541211.
Holtz, S. (1999) Public Relations on the Net, United States of America: AMACOM, ISBN 0814479871.
Splichal, S. (2001) Public Opinion & Democracy, United States of America: Hampton Press Inc, ISBN 1572733411.
Turnbull Porter Novellie, (2000) 2000 PRIA State Awards for Excellence Category 8: Multimedia Communication Entry: National Youth Week 2000, Victoria: Department of Education, Training & Youth Affairs.
Sophie Best 11:18, 29 Oct 2004 (EST)
