期刊名称：MEDIANALI - International scientific journal of media, journalism, mass communication, public relations, culture and society
印刷版ISSN：1846-436X
出版年度：2007
卷号：1
期号：1
页码：169-178
出版社：Sveučilište u Dubrovniku
摘要：New communication technologies are being developed very fast which is of great infl uence on the public relations profession. The options but also the risks of the profession have multiplied. Internet is one of the most important areas. For areas of management are directly related to public relations via Internet: the richness of the content, the access, the clients and the empathy. The productivity and effectiveness are particularly important factors. Thanks to the new technologies, easier access and lesser costs have prompted PR professionals to deal more with research and evaluation. Internet and online data base enable “practitioners” to collect more information, with more details, faster and cheaper than ever before. Internet enables PR practitioners to monitor uncensored communication, which was once strictly private. That is vitally important for understanding of beliefs and attitudes of people which would traditionally be considered “latent” public or “non-public”.
