Technology has given a big impact on public relations practitioners work, from typing and send the news release through mail or fax machine, now with the technology has becoming wider, public relations practitioners only need a single click to send their news release by using the e-mail or spreading the news via or on facebook, Twitter, Youtube and many more.
Internet has been use by the journalist very widely in the lat decades. Public relation practitioner no longer need to mail them their information anymore because journalist can search for information through the internet. The technology make the public relations work easier.
The internet also dangerous to public relations practice with the growth of bloggers in the internet world which spread story and there is no law that stop them from writing. This could harm the organization image and uncontrolled situation for the public relations practice.
Lastly, the internet and the emerging of technology has the good and the bad impact on public relations practice, it is depends on the public relations practitioner to use it.
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| Siti Sarah Bidin |
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