The Society for New Communications Research (SNCR) recently published an excellent paper, Mapping the Consequences of Technology on Public Relations that is a worthy read. Truth in advertising dept: I'm an SNCR Senior Research Fellow and Advisory Board Member. This means I share research papers and perform research at their request, give presentations at SNCR sponsored events and advise SNCR clients regarding their media plans.
It also means I get to see some killer papers before most others do because I was recently invited to join the SNCR Editorial Board.
This paper is by John V. Pavlik, PhD, and was published by the Institute for Public Relations and sponsored by Wieck Media. It examines what research tells us about a variety of new and emerging technologies and their impact on and implications for public relations. The technologies examined here are digital, or computer-based, and networked-enabled, such as wired and wireless technologies that reach globally through the Internet. You can read the executive summary in the rest of this post or simply download Mapping the Consequences of Technology on Public Relations (please do!) and enjoy the good read.
From twitter to mash-up media, new technology presents significant implications for public relations. Whether in the form of blogs, podcasts or YouTube videos, the Internet and World Wide Web have transformed how the public accesses information. The traditional role of media gatekeepers is in a state of enormous flux. Moreover, a wide spectrum of other technologies, ranging from satellites, to cell phones, to video news releases, have become the standard tools that continue to influence public relations practices and policies.
The following paper examines what research tells us about a variety of emerging technologies and their impact on and implications for public relations. The technologies examined here are digital, or computer-based, and networked-enabled, such as wired and wireless technologies that reach globally through the Internet and World Wide Web.
The impact and implications are examined in four broad areas. First, the impact of technology on how public relations practitioners do their work is considered. Second, the implications of technology on the content or messages developed and delivered in public relations is examined. Third, the implications of technology on organizational structure, culture and management is evaluated. Finally, the impact of technology on the relationships between or among organizations and their publics is analyzed. These four areas of impact are assessed through a combination of what research tells us as well as case studies, anecdotal evidence and interviews with leading experts, scholars and professionals.
Note that although this four-part framework is used to organize this analysis, these four themes are not meant to be mutually exclusive. In fact, many of the technologies examined here have implications for two or more of these areas. Moreover, much of the research literature on technology does not specifically address the implications of these new media for public relations. As a result, in this paper a conceptual framework outlining the possible implications for public relations is essential.
Further, this paper views the field of public relations broadly, and inclusive of far more than just media relations. Although many of the technologies examined here address the area of media relations, the consequences of these emerging new media extend far into the broader realm of managing relationships between organizations and their publics, as well as developing a strategic approach to the overall utilization of digital technologies in those relationships. Based on this examination, a series of recommendations for the profession is presented. In addition, a research agenda is outlined for future investigation of technology and its impact on the profession of public relations. A bibliography is also provided.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Trainings:
Upcoming Conferences:- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
Comment Preview