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Ethical Issues In Public Relations

1564 Words7 Pages

Although the world wide web has forever influenced the way public relations is practiced, there is a lot of debate on how it has influenced it. As society changes, PR has to continuously adapt in relation. The impact of digital media as a mode of communication is directly linked with PR. It is undeniably progressive and instant, giving us the ability to spread information on a global platform. (Macnamara 2014) This essay will explain how the Internet has affected PR and what ethical issues have been raised with it.

PR Before the Impact of the Internet
It is of no doubt that the internet contributed to the change in how public relations is being practiced. Although the goals remain the same, the actual medium and strategies are continuously …show more content…

In their time, they were the ones that had the tools and ability to reach a goal or target audience. However, through the explosion of social media, the dynamics of public relations has been completely altered as it has both provided easier access to target publics as well as a wider scope for innovation. (Qualman 2010) One may assume that traditional media is a thing of the past. However, newspapers, journalists, and even columnists remain incredibly influential as they are a generally trusted source of information in our ever sceptical society. For example, if your company or product were to be mentioned positively in your local newspaper, it can have a major impact on your business. (Fielding 2006) This can cater to your favor or be an accessory to your downfall, depending on the article of course. Now that we have established that traditional media is still of use, it is no longer enough to only pitch an idea or send out a press release. Today we need to create public relations through acts and transparency. (Qualman 2010) Older businesses have also begun to join social media in an attempt to age with the ever changing platform. This has allowed them to answer feedback from consumers, to communicate faster with employees, and even maintain relationships with …show more content…

This, however, means that we have to cater to a more sensitive audience as a businesses on social media is under very watchful eyes. (Solis and Breakenridge 2009) Anyone has the ability to alter your company’s image through a tweet, facebook status, or even a blog post explaining why or why not one should choose your product or business. We must first understand that technology is an ethically neutral idea, it all depends on how we use it to actually determine its

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