By the time you finish reading this article, more information will have been uploaded to the Web than was printed during an entire decade of the 20th century!
That is why it is extremely important who delivers the information first. It is important, though in the long run – not the most important.
PR as a marketing activity is used exclusively in competitive markets. That is why this field is developing very slowly in our country. It is even worse when it comes to distinguishing between tools and matching their areas of application. It is no wonder, then, that the specific space of the Internet, which is intended for communication by design, is rather poorly managed. Cyberspace creates opportunities unavailable to traditional “press spokespersons,” and also carries risks that, if ignored today, could affect the fate of organizations in the future. The network is simultaneously a global tool and the most individualized one. The well-known scheme – segmentation, preference research, building and testing the effectiveness of the message, and then implementation – does not function properly in a world where information reaches millions of people in a fraction of a second, with a single click. Moreover, this information is embedded in a collective “memory” for which no one provides an option for complete deletion…
Public – means differently
The network is not just e-mails, it is also websites, IRC, portals, vortals – a whole mass of tools whose target audiences are not the only recipients. Wide and universal access to resources makes their users a community that is very diverse in terms of requirements and message assimilation.
The article comes from the magazine “e-Fakty” 4/2005.