Obayi, Paul Martins and ONWUDE, Fiona (2018) EMBRACING THE INFORMATION SUPERHIGHWAY: A LOOK AT THE USE OF INTERNET IN PUBLIC RELATIONS PRACTICE. IMSU Journal of Communication Studies., 2 (3). pp. 17-34. ISSN 2682-6321
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Abstract
Public relations is a deliberate act of creating and sustaining goodwill, two-way communication and mutual understanding between an organization and various publics. The technology determinism theory and agenda setting theory served as the theoretical foundation of the study. Using library research, the study revealed that the use of the Internet in public relations practices has numerous challenges militating against its effectiveness. The study concluded that the tremendous speed at which information is transmitted and assimilated in the Internet possess a challenge that demands absolute commitment from the PR man to be on top of the situation at all times. It was recommended that public relations practitioners should embrace, adapt and train themselves in the use of the Internet in public relations practices in other to be one step ahead in the field of image making and public relations.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Management and Social Sciences |
| Depositing User: | mrs chioma hannah |
| Date Deposited: | 29 Sep 2019 08:00 |
| Last Modified: | 29 Sep 2019 08:00 |
| URI: | http://eprints.gouni.edu.ng/id/eprint/2192 |
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