Corporate Communications An International Journal · 2001 · 31 citations · 2 references
Social SciencesCommunicationMedia StudiesOrganizational CommunicationPublic RelationsDigital Public RelationsNew MediaPublic Relations In EducationPublic Relations In OrganizationsPublic Relations TheoryImpactsPublic Relations ManagementRecognition Of Professional Qualifications
Recent media landscape changes impact core public relations principles, practice, and education. The study aims to describe these impacts, identify new PR practices, and provide guidelines. The authors analyze the impacts, identify new practices, and give guidelines. Future PR practice will merge traditional and online methods, requiring practitioners to integrate all communication channels.
This article describes recent changes in the media landscape where companies and organisations operate. Such changes have numerous impacts on the basic tenets of public relations as well as its practice, education and further education. The impacts are described, new practices for PR practitioners are identified, and guidelines are given. In the future, there will no longer be two kinds of PR practitioners persisting side by side: those using traditional tools and those practising online communication. Instead, PR practitioners will be expected to integrate all means of communication to be a part of their professional qualifications.
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Public relations: Strategies and tactics
Dennis L. Wilcox · Public Relations Review · 1992 · 785 citations · Full text