New Media and PUblic Relations

The emerge of new media has alreadly change the way we communicate with each other. With the rise of new media, more and more people nowadays commucicate by sending emails, chatting on msn, commenting on facebook, and writing blogs. In short, new media is considered to have the potential to develop relationships and build communities.

An every good example of using new media is the increased percentage of using interent in Australia. According to the readings, there are only one-third of people in Australia had internet access in 2001, while double with almost two-third of people use internet in Australia in 2006. Therefore, technology develops greater access to broadband and faster services than the last decade.

Well, there is no surprise that new media is cited by public relations practitioners as one of the biggest challenges facing the public relations profession. This means that the advent of new media makes the communication environment more complicated and more direct. The reason is clear, because it is a bit difficlut for public relations practitioners to identify who is ptentially a producer of information and such information can or cannot be managed as the development of new media, everyone who has access to the internet can become their own author, expressing their own sense of identity to other internet users scattered throughout the world.

On the other hand, the potential of new media also helps public relations practitioners to promote discussions in ways that can impact organisation in the most effective and fast way.For example, they can use the interactive functions of new media to post the information on one website and ensure that every employee are well informed about the decisions about a company compare to the face to face interactiion.

In summary, the development of new media has already changed our lives in terms of communcation, thinking and promoting. However, although it might be a big challenge for public relations practitioners identify valid information, it does bring benefitical to them as well. Thus, we can not resist the changing of the world and the way we live.