Information
The Internet has vastly increased the supply of news channels andoutlets and has spawned a 24-hour news cycle. The media audience of apublic relations (PR) professional is more informed than in times beforethe Internet when the press kit was the primary means by which a reportercould obtain information about a company without speaking with arepresentative. Press and analyst conferences are no longer "invitation-
The solution lies in centralizing the informationflowing in and out of the various communications departments andstreamlining the processes for interacting with various media and non-mediaaudiences. " events, but are now available to the masses through the Internet. And,individuals can easily plant negative stories on message and chat boardsthat a PR person never evens sees because of the overwhelming task oftrying to monitor the huge volumes of Internet content. A reporter may not eveninterface with a PR professional when writing a store, increasing thelikelihood of negative press that could have been controlled or preventedhad the reporter gone through the traditional PR channels. This will give the PR representative theopportunity to convey a controlled message and a chance to rebut anyuncontrolled negative messages. [1] The most important lesson that PR professionals can learn is that theInternet should not be viewed as a replacement for personal contact withthe media on a regular basis. However, ubiquitous access has its challenges. Furthermore, a communications network inwhich one arm of marketing is unaware of the activities of another, canhinder the processes of message control when information is so widespreadand rapidly distributed.
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