Literary Review on "Internet Technologies and Trends Transforming Public Relations" by P. Christ

APA Citation

Christ, P. (2005). Internet technologies and trends transforming public relations. Journal of     Website Promotion, 1(4), Retrieved from http://jwp.haworthpress.com

Overview

            In this article, Christ examines the technological impact on the public relations industry by specifically exploring the Internets’ impact on the processes by which organizational stakeholders, including news media, seek information and communicate. Christ essentially argues the pertinence of the new technology as a mainstay in business practices and the consequences to those who do not adapt to them. By first defining the role by which Public Relations (PR) influences organizational stakeholders and consumers, Christ states specific technological advancements and defines how each one impacts the industry. The role of PR essentially becomes  “cutting through promotional clutter” with the “formulation of strategies and tactics” in order to “build awareness and create favorable image for a company or client by placing stories and articles in relevant media outlets” (Christ, 2005, p.4).  By establishing a uniform definition as per the goals of PR, an examination on why the Internet has become an influential medium in the PR industry can be observed.

Methodology

            Christ begins by explaining the importance of the Internet, both as a medium for communication and commerce. He then observes the advantages of the medium and explores how “the changes are manifested in several notable forms” (Christ, 2005, p. 5). These values to the PR profession are observed in the following areas: functionality of primary information source, expected source for stakeholders, more precise messaging targeting, customized message, enhances call-to-action, and establishes worldwide presence. By looking at each function, Christ focuses on how each technology should be used by the PR professional to expand reach and monitor consumer feedback. Christ also defines the need of the PR professional to understand search engine optimization, really simple syndication, internet video and audio news releases, webinars, web-forums, social networks and weblogs, and content management systems. Christ notes the variances between old and new practices between stakeholder communication and PR professionals, and suggests how each technology can be used to optimize traditional undertakings.  

Findings

Primary Information Source: Information is primarily being sought through the Internet. It is critical that the PR professional understand the “information-seeking paradigm” and business practices reflect this shift (Christ, 2005, p. 5). Essentially, must have strong online presence.

More Precise Message Targeting: Budgetary restrictions become more obsolete with online targeting. The Internet is a way to track consumer’s interests, decrease monetary investment and increase potential for positive response by message targeting in promotional campaigns. 

Customized Message: PR professionals must develop strong relationships with stakeholders. By using the Internet’s ability to track user behavior and preferences for information, one can tailor services to meet stakeholder needs using interactive nature of the Internet and customize content.

Enhances Call-to-Action: Because the Internet provides a more direct and faster medium of communication than postal mail, fax or newswire, the depth and breadth of communication between PR professionals and targeted stakeholders increases and those viewing the message are more likely to take action.

Establishes Worldwide Presence: Before the Internet, international communication and presence was costly and not very time-efficient, but the Internet provides the resources for large and small businesses to obtain global presence through websites and web searches.  

Search Engine Optimization (SEO): SEO is a means by which PR professionals can achieve high placement in third-party sources, such as search engines. PR professionals must service clients’ needs in a full-service capacity or hire a marketing specialist on SEO.  

Really Simple Syndication (RSS): Internet technology provides an ease of access to stakeholders subscribing to RSS feeds and provides a convenient and time-saving method by which journalists can monitor company and industry sources.

Internet Video and Audio News Releases: In keeping with ease of access, PR professionals frequently send video and audio news releases. The Internet provides a more user-friendly medium by which to send promotional material.

Web-Forums, Social Networks and Weblogs: PR professionals need to be active monitors of websites focused on consumer-generated media. Christ saw MySpace and Facebook as opportunities by which PR professionals could create a product, company or personal weblog. He also noted outlets such as BoardTracker, Technorati, and Google Groups as platforms to monitor.

Critiques

            As a whole, the article explained many concepts that are discussed and used by PR professionals. The overview of each emerging technology was well explained and Christ provided concrete examples of how each trend should be used to gain maximum benefits and decrease economic and time expense. While some of the findings of the 2005 article are simply general knowledge in 2011, it is important to understand how the Internet has evolved over time. While each form of innovation is adequately explained and well represented with scenarios for use, Christ should have cited specific examples and case studies to lend more validity to the study.  The references listed are current, varied and topic specific to the study. Christ is also a reputable source as an Associate Professor, Marketing Department, and Director of MBA Programs at West Chester University. Christ also maintains a blog on marketing and emerging trends.

Application

            Our group is focusing on how the business communication model has changed and evolved with the advent of new technology. By researching Internet technologies and trends in the earliest forms, we can develop a liner model of evolution and apply that model to emerging forms of technology and trends. By having a basic understanding of each platform, our group will also be able to ask more informed questions to PR and Marketing professionals, allowing for a better final project.