The use of new media is transforming the way organizations communicate with stakeholders and publics requiring a more “conversational” less hierarchical and controlling approach to the way that governments and organizations communicate with their respective stakeholders.
Additional Readings:
Grunig J E. (2009). Paradigms of global public relations in an age of digitalisation. Available: http://praxis.massey.ac.nz/prism_on‐line_journ.html. Last accessed 5th April 2010.
Ferber P, Foltz F and Pugliese R. (2007). Cyberdemocracy and Online Politics: A New Model of Interactivity. Bulletin of Science Technology Society 2007; 27; 391 Available: http://bst.sagepub.com/cgi/content/abstract/27/5/391. Last accessed 5th April 2010
Edelman PR blogging and Twitter community. http://www.edelman.com/landingblog
Solis B. (2008). PR 2.0: Putting the PR back into public relations. Available: http://www.briansolis.com/2008/04/pr‐20‐putting‐public‐back‐in‐public. Last accessed 5th April 2010.
Task / Agenda:
Select an organisational web site and apply Ferber and Foltz’s 6 part Model of Cyberinteractivity as discussed in the paper highlighted and in the lecture. What does your analysis show and what lessons do you draw on online organisational communications?
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