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Web2.0 era new diffusion of eco- traditional public relations model

Author: FuRan
Tutor: ZhangHaiYing
School: Fudan University
Course: Communication
Keywords: Web2.0 Dissemination of ecological Public relations communication Corporate blog
CLC: G206
Type: Master's thesis
Year: 2008
Downloads: 618
Quote: 4
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With the in-depth development of the Web 2.0 technology , traditional public relations media age is gradually disappearing . In the the new Web2.0 spread Ecology , Public Relations positioned itself , the spread object communication channels and means as well as the mode of transmission in the event of profound change . Corresponding to this, at the operational level , each step in the process Four- PR ( - plan - Communication - assessment ) , but also need to make adjustments according to the characteristics of the new Communication Ecology . The public relations industry has taken note of this change and has been taken to explore the pace of innovation . Blog , RSS , podcasts , and search engines and other Web 2.0 technologies are beginning to be tried by the public relations practitioners and adoption . Fastlane blog analysis of common and Google blackboard is a blog for the dissemination and exchange of public relations , has achieved good results . The continued development of network technology makes today's mass communications environment different from any previous period . PR industry exposure to the spread of this eco- must actively seek to change the future of effective public relations , is necessarily a good faith , under the precise positioning of the audience , the selective use of traditional media and online media and other channels of communication and the full integration of the means of dissemination .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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