Technological and Cultural Limitations in Public Relations

In any industry, there are multiple components to consider and how does it fit in the world that we live in. In the art of public relations, public relations have so many varieties in the line of work that it could fall into. Public relations can be seen in the healthcare, tech, nonprofit, governmental sector, and many more industries. Public Relations can be used in virtually in any industry.  This post will examine the cultural and technological limitations that can be observed in public relations.

There has been an observance of what is permissible and what will be reported on the internet and social media has shifted over time. As it is seen through an ethical lens, what is allowed has shifted over time and has been softened in what is allowed. What content may be blocked on social media may have changed in just the last few years. This is reflected because more things being accepted and society becomes more liberal as time goes on. This is reflected in the change over the years in pop culture. As PR practitioners it is important to use the PRSA’s Code of Ethics in how we conduct our work in the technology realm of pr. Following the code of ethics as a PR practitioner protects the work that they do if they are abiding by it. The Code of Ethics is the baseline of our set limitations as PR practitioners. As our audience is potential growing because of technology it is important that PR practitioners are able to keep up with technology and the demand of their work. Public relations practitioners are among the heaviest users of today’s communication technology.

However, technology remains simply a tool–albeit an important tool–that practitioners must manage. This means public relations professionals must not be unduly constrained by technology in developing their communication strategies, nor must practitioners’ strategies and tactics be restricted by the technicians who develop and maintain organizations’ communication technology infrastructures. ("The Professional Bond: Communication Technology", 2013)

It is critical to understand the tool of technology and how it can be utilized to the advantage of the PR practitioner.

                Technology can be utilized in managing business, websites, spreading the word about events, and etc. SEO can drive more users and searches for your websites. “Business websites allow for a PR platform that helps regain some of the control lost by the immediacy of Internet communication.” (Frenz, 2016). Strategic communication is key in pushing the boundaries of technology in public relations. As technology continues to progress, PR practitioners need to make sure they are keeping up.

References

http://www.instituteforpr.org/ethics-and-public-relations/

https://www.youtube.com/watch?v=kB0YcbqEDEk

https://www.prsa.org/aboutprsa/ethics/codeenglish#.WAQDrPArLIU

Frenz, R. (2016). The Positive & Negative Effects of Technological PR. Retrieved from

http://smallbusiness.chron.com/positive-negative-effects-technological-pr-20928.html

The Professional Bond: Communication Technology. (2013). Retrieved from          

http://www.commpred.org/theprofessionalbond/technology.php