In what ways has the introduction of digital communications technology influenced the practice of public relations?

What will be an ideal response?

The Internet, along with advances in computer and wireless communications technology, has opened
up new channels for reaching a global audience efficiently and effectively. The digital revolution has
also led to the creation of virtual public relations: public relations work done by small, independent
consultancies that, by all appearances, has the look and feel of work done by big-time agencies.
These virtual agencies have benefited greatly from the outsourcing that has grown out of
downsizing. In a sense, the Internet has become a new front door to organizations that are online.
The Internet has valuable media relations applications, from e-mailing documents to reporters to
placing news releases and media kits online. Many public relations agencies - as well as small
virtual agencies - see the Internet as an important self-marketing tool. They have also found that it is
useful in the research and planning processes, as well