The impact of new technology in the Media on Public Relations

The consolidations of the internet, in professional life and the occurrence of new technologies have meant a radical change to the way public relations industry practice media relations. Professionals of the industry modified the way of communicating with journalists, and more is on the way.

For many Public Relations practitioners, “Media Relations” takes up much of their time. They spend a lot of time dealing with press, writing press releases and trying to get them publish, writing feature articles, and communicate with journalists. What are you going to send, to who are you going to send it, when and how, matters a lot. Effective media Relations rely on these aspects. Technology is improved radically every day.

Technology has developed new ways of communication, we no longer send letters as much as we used to, instead we send e-mails, we don’t call to each other but we “chat”. Technological development did not have impact only on personal life it has also changed professional life as well. In what way and how much did the new technology affect Public relations and the way practitioners communicate with journalist, maintaining effective Media Relations?

The answer to that question is simple. Public relations not only had they change the way of communicating with journalist, but also Media Relations has changed rapidly. New trends such as blogs, e-mails, online media rooms RSS feed and lots more refashioned the relationship of Public relations with the Media.