After reading this chapter, students should be able to:
Describe the impact of communication technology, specifically the Internet, on the nature of seeking and receiving information. Knowledge of the historical and current factors contributing to the use of the Internet as an interactive information source. |
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Explain the impact of rich media in the communication process. Knowledge of what constitutes a rich media and how rich media influence the processes of interpersonal communication. |
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Understand the World Wide Web's impact on timeliness for public relations. Knowledge of the time factors contributing to the revolutionary changes for public relations practitioners and their responsibility to monitor the 24-hour news cycle. |
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Describe the Internet's ability to link practitioners with publics. Knowledge of the Internet's powerful ability to market and communicate information about the organization to internal and external publics such as employees, community activists and other stakeholders. |
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Understand the nature of globalization and its effect on the public relations process. Knowledge of how mergers among multinational corporations as well as public relations firms and advertising agencies have changed the role of public relations for global companies in domestic and international markets. |
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Detail the changes to the practice of public relations. Knowledge of how organizations are changing the institution of public relations as a career field. |
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Detail the effects of technology and globalization on the practice of public relations. Knowledge of the emerging requirements of integrated communication, strategic planning and crisis planning for future public relations practitioners. |