The Public Relations Writer's Handbook
The Digital Age
Chapter One
PUBLIC RELATIONS GOES DIGITAL
The digital age has profoundly changed the demands placed on
public relations professionals and the ways they do their work.
In fact, it is not an exaggeration to say that the digital age has
profoundly altered the nature of the public relations profession
itself.
With the media now fragmented into thousands of communication
channels, high-level public relations advice and planning
are more critical than ever before, as companies, product marketers,
and organizations all compete to develop, enhance, and
project positive public images.
Effective public relations writing forms the core of nimble,
innovative marketing made possible by digital technology.
Today, businesses and nonprofit organizations use digital communications,
as well as traditional PR tools, to reach target
audiences, communicate with customers, and expand audiences.
E-mail, Web sites, digital newsletters, blogs, viral marketing,
search engines, live ... read full excerpt from The Public Relations Writer's Handbook: The Digital Age ebook
