NEW MEDIA IN PUBLIC RELATIONS
Text topic: Modern Media and PR
Text author: Радмила Р. Чокорило и Соња Терзић
In the era of the Internet, time is a new measure: in contrast to what is new in the real world, when seen through the prism of the Interenet, new media can be part of history. The term “new media” even now has a different meaning in relation to the time when it appeared and when it related mainly to the Internet. Public relations have also taken on the new media seeing in them a potential for easier, faster, and more efficient achievement of their goals. An increasing number of organizations have recognized the new media as a breeding ground for achieving their goals, so that there was an overload on the market of new media, and it has become very difficult to be recognized for your value and quality. The advantages of using new media in PR are overcoming the physical limits, in multicursality, speed and price. Communicating through new media involves a significantly higher number of message recipients as there are no space and time restrictions. In these circumstances, in addition to standard public relations activities in conferences, reports, letters, fliers, dinners and socializing events, online public relations fulfill the function of public relations in general if they fulfill the company goals. Otherwise, they create a negative impression and the company has no prospects of having successful relations with clients.