PR 660 Chapter Notes - Chapter 4: Instant Messaging, Direct Marketing, New Media

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

Document Summary

There are five accepted measures of relationship quality: Of importance are three other measures of online relationship building: These internet technologies allow organizations to talk to key publics at all times of day and any day of the week. 1/3 of all consumer-to-business contracts today go through online technology. Net relations: describes how organizational online relationships are maintained and established. Net relations act as the intersection of normal direct marketing, pr, and the internet. Earlier research says that pr professionals originally didn"t understand the potential that technology had and slowly got involved with it. The internet allows two-way communication and this fact created a lot of hope for pr theorists. Commentators saw the potential the internet had in: Creating more of a balanced discussion exchange about issues. This power is widely recognized in today"s time. Other pr researchers ponder the potential of relationship-building of the internet in terms of: