The findings of the triangulated research undertaken for this paper concur with the opinions found in the literature review. They also confirm the initial hypothesis suggested: new media has the potential to help PR practitioners achieve their aims and objectives, provided that they rise to the challenge and avoid the pitfalls associated with its use. There are numerous new media tools out there. Despite that variety, however, blogs appear to be the medium that is currently playing the most prominent role in the PR industry. This is almost certainly due to the many benefits that can be derived from blogging, which explains its rapid growth. An overriding benefit is free sharing of knowledge: PROs are able to build direct relationships with ‘fans’ rather than work through mainstream media bottlenecks.
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