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- Title
Guidelines for Implementing New Technology in Public Relations.
- Authors
Lordan, Edward J.
- Abstract
The article provides some guidelines on how to implement new technology in public relations. At the outset, the author emphasized that the foundations of good public relations would remain the same: anticipating and meeting the needs of clients and the media, and providing informed and useful counsel. These guidelines include: 1)increasing the speed of information distribution, 2) using web page as cost-efficient communications tool when considering the minimal media costs, 3) proper delivery of information- e-mail, fax, regular mail, web page access, etc. As a conclusion, the author maintained that solid research, strong writing skills, creativity, and an appreciation for the values of the media and client's audiences are still the backbone of the profession, regardless of how information is packaged.
- Subjects
PUBLIC relations; TECHNOLOGICAL innovations; WORLD Wide Web; MASS media &; business; CUSTOMER relations; COMPUTER industry; INTERNET; TECHNOLOGY; JOURNALISM; WRITTEN communication
- Publication
Public Relations Quarterly, 1999, Vol 44, Issue 3, p15
- ISSN
0033-3700
- Publication type
Article