Chapter 18. The Internet Transforms Communication

15 Nov

The Internet …where would we be without it? I don’t even want to think about it. I grew up in a world where because of all of the media, and social medias, and IMing, and blogging, I know nothing else now.

The “world wide web has transformed the way we work, the way we buy things, the way we entertain ourselves, the way business is conducted, and, most important to public relations professionals, the way we communicate with each other” (Seitel, Page 361). This is completely true, and die to the change in communications, the PR field has had to transform as well to fit into this new frontier. There are specialists who only work on how to do this the right way for all organizations.

E-mail has become less interesting to teenagers, because most of them use social networking sites to get their information and communicate with people – texting being the most prevalent.

There are also a list of web-based communication vehicles including; intranets, extranets, wikis, podcasting, RSS, and second life (Seitel Page 374).

Online communication also leaves room for the bad side because of how open and large it really is. Discussion groups can go sour and rogue websites seek to confront organizations by using negative information, along with urban legends. These are all things that have to be monitored.


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.


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