The title is true that the world haven’t stop because it is changing in every second especially this generation that full of technology in different aspects. As the job duty is facing to people , society and the world in short distance, the practitioners in Public Relations cannot be stopped and not follow the world trend in front of them. It is because if they refuse to get or get behind in it, they will not able to catch what clients, target audience need. If they not to change as same as the world and do their works themselves, their ideas and tactics created will drop back in a day and not persuasiveness and attractive anymore.
One of the change of Public Relations practitioner is the application of Internet. In the recent decade, the computer and Internet technology advanced much. the pop up of Web 2.0/ 3.0, social network leads people in the world focus and concentrate at the context in the Internet instead of traditional media, no matter children, adult or elderly. Especially the social network platform such as blog, Facebook, Twitter and Instagram which can interact with audience, it create many spaces for content-making in the field of promotion and marketing such as the selling of bloggers. Although the application increase much workloads to Public Relations practitioners, these platforms lead them to have more ways to achieve their goals in a casual, interactive and stronger creativity way instead of traditional media or campaign. It also lead more chance to their audience to get involved and change attitude in order to gain a better outcome as people can get message instantly and interactively.
In the recent landscape that Public Relations on the Internet, the practitioners can create the own page for a specific event or their organization serving to make their goals to achieve. For example, the Facebook fan page of UNICEF (Hong Kong) is use to tell their audience the works for children they are doing and the reason why it is valuable to concern and donate to help. Public are able to share and comment the page and posts and lead their friends to see the post. At the end, if the organization do well in this field, the message and content can be spread globally as more and more people discover and attracted to share;
another example of Go! Japan is also a Facebook Page about Japan. In the page, people can get many information in Japan such as travel and discount information such as flight discount. As Go! Japan is a magazine brand originally, the Public Relations practitioners can make well use on it in both traditional media and social network. These kind of platforms in social network website reduce the perception of promotion, or concern whether the information cannot reach to the general public as the information are around a theme. Information can be reached as the audience want to get some information in the theme like finding Japan information in Go! Japan. Therefore, people willing to get into the information of products and services instead of traditional advertisements as they can get what they want.
As communication in the world is keeping influence, Public Relations practitioners have to always “upgrade” their communication way because they cannot stop and break the linkage with the world. Although it will keep increasing on workloads, it can gain more success to them.
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