Online PR: emerging organisational practice

Abstract

This article describes recent changes in the media landscape where companies and organisations operate. Such changes have numerous impacts on the basic tenets of public relations as well as its practice, education and further education. The impacts are described, new practices for PR practitioners are identified, and guidelines are given. In the future, there will no longer be two kinds of PR practitioners persisting side by side: those using traditional tools and those practising online communication. Instead, PR practitioners will be expected to integrate all means of communication to be a part of their professional qualifications.

Citation

Hurme, P. (2001), "Online PR: emerging organisational practice", Corporate Communications: An International Journal, Vol. 6 No. 2, pp. 71-75. https://doi.org/10.1108/13563280110391016