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Strategic Planning for Public Relations

Beginning the Journey

Tricia Hansen-Horn and Adam E. Horn

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic thinking is needed in abundance but tends to be in short supply among many people who are just launching their careers. This book is designed to address this shortfall by providing a multi-level understanding of strategy to show how it directly correlates to successful public relations. The book’s conversational tone and real world chapter exercises move the reader from insight to strategic vision and application. Exercises at the end of each chapter are designed to help students further explore, reflect on and apply what they have learned. The book’s unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second – essential criteria for successful public relations professionals.


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8. Public Relations: Digital Convergence, Access and Technology, and Integration


8Public Relations: Digital Convergence, Access and Technology, and Integration We do face a global communication medium village, even if the phrase is a tricky one to get our lips around as we say it. The media we have available for use have made global communication possible and, at times, unavoidable. Digital advancements have massaged traditional understandings of how we do, can, and should communicate. They have also brought about media convergence that de- mands the integration of communicative initiatives. We use this chapter to take you through a discussion of what the digital label refers to in light of convergence, digital access and digital technology, Internet users and preferences, the strategic use of social media, tracking digital change, and professional integration. Digital Let’s start the digital discussion by referring back to the idea of push versus pull that we touched on in chapter 7. Push communicative efforts get nudged in some- one’s face while pull communicative efforts are those that must be brought or made accessible to the receiving individual by him- or herself. Historical distinc- tions between push and pull were pretty clear, but digital developments are quick- ly redressing them. Knilans sheds light on what has occurred. But what I believe is really happening is that push and pull media have merged. One seeks to draw you into the other in a vicious cycle of online continual connectivity. For 178 | Strategic Planning for Public Relations: Beginning the Journey example, television (push) encourages you to follow along with a...

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