PR 660 Lecture Notes - Lecture 60: Crisis Management, Direct Marketing, Interpersonal Communication

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

With the internet and its technology, organizations are able to communicate with their key public 24 hours a day and 7 days a week. 1/3 of all customer-to-business contacts today go through online technology. Net relations: describes establishment and maintenance of organizational relationships online. This is the intersection of traditional direct marketing, pr, and internet. Early research says pr professionals don"t fully understand the potential technology has as they were slow to get involved. However, the internet"s ability to facilitate two-way communication gave hope to pr theorists. Commentators thought the internet could produce more balanced discussion exchanges about issues and develop a true sense of community, create balanced power relationships in society and encourage democratic discussions. Now, the potential of the internet is widely recognized. Pr researchers have considered the potential to build relationships and organizational culture/effectiveness, crisis management, media relationships, and nonprofit group advocacy via the internet.