This journal is taken from Asia Pacific Public Relation Journal, Vol 11 and being published in Australia back in 2010.
The Abstract
The Web is an increasingly important component of public relations. Organisations use Web sites to build relationships with key publics, and they can provide a variety of organisational information and services to a diverse group of stakeholders. The Web enables publics to be active and selective in their exposure to marketing, advertising and public relations messages. For public relations practitioners to act effectively on behalf of organisations, they must monitor and track both traditional and new media sources for potential issues, and respond to accordingly. This digital revolution has provided public relations practitioners with a new communication challenge: social networking sites. This paper explores this challenge for public relations practice in 2010.
please click at the following URL and u will find an intereting article about new media and public relations today.
http://www.deakin.edu.au/arts-ed/apprj/articles/11-mclennan-howell.pdf
