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Public Relations — The Tools for Unilateral Communication and Dialogue on the Internet

Author

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  • Tworzydło Dariusz

    (State School of Higher Education in Oświęcim, Oświęcim, Poland)

Abstract

The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems1 - these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that public relations experts have to create, send and receive messages. Back at the end of 1990’s hardly anyone expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now.

Suggested Citation

  • Tworzydło Dariusz, 2016. "Public Relations — The Tools for Unilateral Communication and Dialogue on the Internet," Marketing of Scientific and Research Organizations, Sciendo, vol. 20(2), pages 79-90, June.
    • Handle: RePEc:vrs:mosaro:v:20:y:2016:i:2:p:79-90:n:5
    DOI: 10.14611/minib.20.03.2016.11
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