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New information and communication technologies and the "demassification" of public relations

conference contribution
posted on 06.12.2017, 00:00 authored by Donald AlexanderDonald Alexander
Media gatekeepers often prevent carefully constructed messages from being delivered to key publics. However, new information and communication technologies have the potential to open a new, alternative, channel for public relations practitioners who wish to engage in the two-way symmetrical/mixed motives (dialogical) model of public relations and communicate directly with individual members of a key public. This function is termed “demassification” and its development has pointed to the need for new public relations communication techniques. These include knowing how to construct discrete databases of active publics, develop new methods to engage those publics, and manage an interactive, twoway flow of information between an organization and its publics. Other practices include developing feedback mechanisms to ensure that a dialogic relationship is created through the use of chat rooms; e-conferencing and webcasts, and ensuring websites contain information required by active publics.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

8

Number of Pages

8

Start Date

10/07/2002

Finish Date

12/07/2002

ISSN

1448-4331

Location

Gold Coast, Australia

Publisher

ANZCA/Bond University

Place of Publication

On-Line

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Informatics and Communication;

Era Eligible

Yes

Name of Conference

Australian and New Zealand Communication Association Conference