by Vilie Farah

Created on: December 08, 2009   Last Updated: December 17, 2009

Communication today has taken a vast shift as a result of internet gaining popularity. Naturally, experts working in the communication sector were pressed to modify their strategies to meet the requirements of new media and virtual communication channels

Public relations is one of the sectors that has undergone profound changes as a result of virtual communications gaining popularity. Yet, is internet a friendly medium or probably its profoundness harms public relations?

SOCIAL MEDIA
Social media can be described as simply revolutionary, since they enable two-way communication. Their function is to change a monologue into a dialogue. Each individual receives the power to share information, to comment and to get feedback on the materials published.

New web media have brought networking to another level. One of their most useful features is the fact that they divide audiences in perfect target groups.

Public relations experts get unique chances to exploit social media for their own purposes. Being a member of a community, sharing information that interests others and receiving feedback all guarantee the potential of campaign success. Even if a campaign starts off as faulty and problematic, PR experts could modify it to correspond to the needs and desires of the targeted audience.

FACEBOOK
Facebook is the big thing today. It will probably remain major for years to come. This channel is something that businesses and their PR offices should never neglect.

Facebook lets one get in touch with old friends and business partners. It has groups, fan pages, discussions, event scheduling, ads, posting sections. You name the communication channel, Facebook has it. Much of its potential is still unexplored.

A profile is much more than some personal space in the vastness of the web. Meticulously maintaining the profile, adding people as friends, publishing interesting information and getting actively involved in a discussion will give a PR expert access to large audiences. Facebook allows for audience fragmentation and the selection of the best group for the delivery of a specific message.

BLOGGING – LET YOUR IDEAS BE HEARD
Most businesses have already discovered the power of corporate blogs. Blogging reveals personality behind the shiny company façade.

Blog posts are usually received much better than publications in a corporate website. Blogs are seen as friendly spaces, where the exchange of ideas and opinions is encouraged.

People most often dislike openly commercial,

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