By: Siti Fatehah binti Minhad
In the modern world now, the speed of technology and the media is over. Each organization began to look at technology in the media as one of the most important aid to improve their company's performance. All companies now have to change the course of their business trips instead of using traditional media to new media. According to research conducted by Pertti Hurme, new media is more quickly than traditional media. When traditional media requires almost 30-40 years reaching 50million users, new media like the World Wide Web require only 3-4 years. Currently, consumers use the Internet more attention because the Internet provides many services such as e-mail, mailing lists (LISTSERVs), Usenet, chat rooms and others. Internet usage is also a concern because it is faster and even easier to deal with all of the company and respect each other. In the meantime, the media also expand their technology with the use of mobile communication in which your phone has an internet connection. Now most developing countries are more comfortable using this technology which can easily help most company to communicate with each other fast and accurately.
The media progress has helped to facilitate the pubic relations duties such as message production, disseminating messages to publics, clients and stakeholders. Internet usage can also be viewed as a conventional news brochure which is also spreading a lot of information to others. Citing the advantages of new technology, mobile technology provides two types of advantages, namely Quasi-interactivity (subscribing to the organization's news releases and sending feedback to the organization) and two-way communication (exchanging e-mail to the PR person or discussing in the web site). However technological advances in the media also bring some problems such as proper communication, and privacy. In this case, PR practitioners need to wisely overcome. When using new communication technology, ‘’dialogues website’’ used to be difficult for them to control the conversation. Problems such as weakness of the Internet signal into the main source. Looking at the progress of the WWW difficult to control, freedom of speech is an issue when the information transmitted can be unreliable, unconfirmed and untrue. According to Ekachai, 1999, ‘’when using the Internet, PR practitioners can not only reach their clients and stakeholders directly by passing the traditional gatekeepers, but also rates pledge in dialogue with them’’.
In the world of PR, the public perception is important. With the emergence of the Web, PR practitioners can easily create and analyze information from all over the place. There will also be able to know what the feedback expressed by our customers or stakeholders more quickly. In the working world media have been very useful technology where it can help to create contacts, news update, getting information, create links, sending e-mail (information) and also rates create media kits. PR practitioner will be expected to integrate all means of communication to be a part of professional their qualifications. In simple words, PR practitioners need to apply new technology skills in line with the growth and proliferation of technology in this era to help improve the image of the company.
source: Pertti Hurme
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