The New Rise of PR

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With the rise of new technology and advancements, public relations has evolved into a more productive profession. PR used to be a vocation that relied greatly on third party authorities to promote their services; but with new services rising, PR has loosen their tie with third party influencer's and has now shifted to a more effective form of communication. The advancements of technology has paved the road for PR consultants by further connecting them to the customer through innovative ways of technology.

Deirdre Breakenridge, author of the book "PR 2.0" states that PR has taken a different approach in communicating with their audiences by using "new social media tools to create compelling information...." (13). She furthers her explanation by stating that the growth of the internet has really impacted the development of all these social media applications such as "blogs, wikis, Really,Simple Syndication (RSS) technology, streaming videos, and podcasts.."(Breakenridge, 14). She strengthens her argument by saying that public relations specialists can reach their audiences directly by the use of these applications.

The author also gives compelling examples of the variety of social media applications that a variety PR Companies have adapted. She states that E-Newsletters are a good source to attract "potential prospects, current clients, employees, the media, stockholders,etc" (Breakenridge, 19). She also affirms that viral marketing is a good source for spreading your message out. Breakenridge states that she likes to think of viral marketing as the "word of mouth" of the Internet (Breakenridge,22). She finalizes her examples by saying that news releases are also a good source of strong communication. She explains that with the right precautions and targeting lists, PR companies will have a broad range of their message distributed to their targeted audience (Breakenridge, 24).

This new innovative ways of promoting public relations seem to have a positive outlook for the profession. With the promoting of these new ideas we will soon obtain a greater source of information from customers and those willing to give out their opinion. With the rise of 2.0 Internet, we were able to better enhance our ways of communicating by removing third parties and directing our attention straight to our primary audience; the customer.