Волшебный механизм коммуникации

"We can now reach target audiences more easily and often can bypass the media.

Isn't that a wonderful thought. Not to have to talk to journalists anymore. They're such ******."

"I think the media will become more of a pest, because the Internet has made it too easy to access various government documents, inspection reports, etc., that contain potentially embarrassing information about our company, and are easily misinterpreted. This information has always been public, but when reporters and activist groups had to physically go to public document rooms to get it, or had to know an exact document number or title to request it, few did."

"The issue of information credibility shared fact-to-face vis-a-vis shared e-mail is a question of the perceived privacy and security of the channel; I will not put in writing what I do not expect to see on the front page of the NYT (New York Times). I am more inclined to share that information in a face-to-face context.."

"We soon will see the creation of totally electronic and cyber-newsrooms."

"The creation of too many, simultaneous information channels will make it increasingly impossible to monitor news and other information media closely."

"The speed, technology, and pressure will create more opportunities for mistakes by both PR professionals and by journalists."

"Ultimately, PR people will write to their websites and have minimal association with journalists."

"There will be less reliance on the news media to disseminate information.

Companies will need to have credible websites backed up by the integrity of the organization."

BIBLIOGRAPHY

7"The Impact of the Internet on Public Relations and Business Communications: How New Models of Communications Will Create Risks and Opportunities for Communications Professionals," in Tactical Insights, (IMT Strategies: Stamford, Connecticut, 2000). Also available online at http://www.imtstrategies.com. Accessed in June 2001.

8 John V. Pavlik and David M. Dozier , Managing the Information Superhighway: A Report on the Issues Facing Communications Professionals, (Gainesville, FL: The Institute for Public Relations, 1996).

9Scott M. Cutlip, Allen H. Center and Glen M. Broom, Effective Public Relations, 8th Ed., (Englewood Cliffs, NJ: Prentice-Hall, 2000), p. 284.

10 Ibid., p. 285.

11 Doug Newsom, Judy VanSlyke Turk, and Dean Kruckeberg, This is PR: The Realities of Public Relations, 7th Edition, (Belmont, CA: Wadsworth, 2000), p. 399.

12 Dennis L. Wilcox, Phillip H. Ault, and Warren K. Agee, Public Relations: Strategy and Tactics, (New York: Addison Wesley Longman, 1998).

13 John V. Pavlik, New Media and the Information Superhighway, (Boston: Allyn & Baconb, 1996), p. 6.

14 Ulla K. Bunz, "An International Communications Perspective on Professional Internet Usage: A

Survey of Public Relations Practitioners' Usage of the Internet in Australia, Belgium, France, Germany, The Netherlands, Sweden and the United Kingdom with Comparisons to the United States," Unpublished MA thesis, University of South Alabama, 1998.

15 Ibid.

16 Ibid.

17Cutlip, Center, and Broom, op.cit., p. 358

18 Amy Jackson and Unity Stoakes, "Internet Vigiliance: Monitoring Public Opinion Online," Public Relations Tactics, November 1997, p. 12.

19 Ibid.

20 Michael Ryan, "The World Wide Web, Online Resources and Public Relations Practitioners:

What They Use and What They Recommend," paper presented to the Association for Education in Journalism and Mass Communication, New Orleans, August, 1999.

21 Shearlean Duke, "Wired Science: Use of World Wide Web and E-Mail in Science Public Relations," paper presented to the International Communication Association, Washington, DC,

May, 2001.

22 Ross S. Irvine, "It's Alive! The Internet Fact PR Folks Need to Understand," ePublicRelations

Web Page, September, 2001. Available online at http://www.epublicrelations.org/. Accessed,

September 2001. Also see, "Activists' On-Line Effectiveness Demonstrates A New Way to Mobilize Key Publics," pr Reporter, Vol. 44, No. 9, February 26, 2001, pp. 1-2.

23 Maureen Taylor, Michael L. Kent, and William J. White, "How Activist Organizatios Are Using the Internet to Build Relationships," Public Relations Review, Vol. 27, No. 3, Fall, 2001, pp. 263- 284.

24 Examples of such websites include http://www.sucks500.com/, Accessed, September, 2001, and http://www.cranberrystressline.com/, Accessed, August 2001.

25 For examples of effective religious oriented web sites see: http://www.integritymusic.com, Accessed, August, 2001; and, http://www.gospelcom.net, Accessed, September 2001.

26 Quentin J. Schultze, Internet for Christians, (Grand Rapids, MI.: Gospel Films Publications, 2000).

27 Merrill Morris and Christine Ogan, "The Internet as Mass Medium," Journal of Computer- Mediated Communication, Vol. 1, No. 4, September, 1998.

28 Melvin DeFleur and Sandra Ball-Rokeach, Theories of Mass Communication, 5th Ed., (New York: Longman, 1989), pp. 335-336.

29 Lana Rakow, Gender on the Line: Women, the Telephone and Community Life, (Urbana: University of Illinois Press, 1992).

30 Severin and Tankard, op.cit., pp. 366-388.

31 Ibid., p, 384.

32 Don Middleberg, Winning PR in the Wired World: Powerful Communications Strategies for the Noisy Digital Space, (New York: McGraw Hill, 2000).

33 "The Impact of the Internet on Public Relations and Business Communications," IMT Strategies, Stamford, CT, 2000. Available online at http://www.imtstrategies.com. Accessed in June 2001. 34 Ibid.

64 Wright, op.cit. Also see, Melissa A. Johnson, "Public Relations and Technology: Practitioners Perspectives," Journal of Public Relations Research, Vol. 9, No. 3, Summer, 1997, pp. 213-236; Robert Grupp and William G. Margaritis, "Face Off: Who Should Own the Web Site?" Public Relations Strategist, Vo. 5, No. 4, Winter, 2000, pp. 30-35; G.A. Marken, PR E-Mail Overused, Abused, and Invaluable, Public Relations Quarterly, Vol. 42, No. 4, Winter, 1998, pp. 20-22; Reid Goldsborough, "Connecting to the Net Easily," Public Relations Tactics, February, 2000, p. 160.

65 Duke, op.cit.

66 Linda Childers Hon and James E. Grunig, Guidelines for Measuring Relationships in Public Relations, (Gainesville, FL: The Institute for Public Relations, 1999).

67 Ibid., p. 17.

68 Cutlip, Center, and Broom, op.cit., p. 258

69 Patrick Jackson, "Behavior and Relationships in Public Relations," Unpublished remarks to a professional development seminar, Public Relations World Congress 2000, Chicago, IL, October, 2000.

70 "Interview With Scott McNealy," PeopleTalk Online, September-October 2000. Available online at: http://www.peopletalkonline.com/en/new/peopletalk/sep2000/ceo/. Accessed in August, 2001.

71 Jane B. Singer, "Online Journalists: Foundations for Research into their Changing Roles, Journal of Computer-Mediated Communication, Vol. 1, No. 4, September, 1998.

72 Kenneth J. Gergen, The Saturated Self: Dilemmas of Identity in Contemporary Life, (New York: Basic Books, 1991).

73 John L. Locke, The De-Voicing of Society: Why We Don't Talk to Each Other Anymore, (New York: Simon & Schuster, 1998).

74 Stephen Bertman, Hyperculture, (New York: Praeger, 1998).

75 Albert Borgman, Holding On to Reality: The nature of Information at the Turn of the Millennium, (Urbana, Il: University of Chicago Press, 1999).

76 Jessic Donn, Richard Sherman, Christian End, Egon Kraan, J. Campbell, Zalhary Birchmeier, Jaimie Klausner, and Mark Rakausas, "Attitudes and Practices Regarding Relationship Formation on the Internet," a paper presented at the American Psychological Association, San Francisco, CA, August, 2001.

77 John Suler, "The Showdown Between In-Person and Cyberspace Relationships: Some Definitions," Selfhelp Magazine, November, 1998. Available online at both of these locations: http://www.shpm.com/articles/internet/definitions/html,

78 Michael Faloutsos, Petros Faloutsos, and Christos Faloutsos, "On Power-Law Relationships of the Internet Topology," a paper presented to the Association for Computing Machinery SIGCOM Conference, Cambridge, MA, September, 1999. Available in Proceedings, ACM SIGCOM Conference '99, (New York: Association for Computing Machinery, 1999), pp. 251-262.

79 D.M. Thomas, "Ruminations on Romance Over the Internet," Unpublished paper available online at http://www.csl.mtu.edu/cs320/groups1/dmthomas_summaries.htm. Accessed in August2001.

80 Michael Patterson, Sara Kieser, Tridas Mukopadhyay, and William Scherlis, "Internet Paradox: A Social Technology that Reduces Social Involvement and Psychological Well-Being," American Psychologist, Vol. 53, No. 9, September, 1998, pp. 1017-1031. Also see, George Topp, "Virtual Immorality," Unpublished paper available online at http://www.csl.mtu.edu/cs320/groups1/dmthomas_home.htm. Accessed in August, 2001.

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