In what ways has the introduction of digital communications technology influenced the practice of public relations?

Question

What will be an ideal response?

Answer 1

The Internet, along with advances in computer and wireless communications technology, has opened
up new channels for reaching a global audience efficiently and effectively. The digital revolution has
also led to the creation of virtual public relations: public relations work done by small, independent
consultancies that, by all appearances, has the look and feel of work done by big-time agencies.
These virtual agencies have benefited greatly from the outsourcing that has grown out of
downsizing. In a sense, the Internet has become a new front door to organizations that are online.
The Internet has valuable media relations applications, from e-mailing documents to reporters to
placing news releases and media kits online. Many public relations agencies - as well as small
virtual agencies - see the Internet as an important self-marketing tool. They have also found that it is
useful in the research and planning processes, as well