Paradigms of global public relations in an age of ...

Paradigms of global public relations in an age of digitalisation James E. Grunig, University of Maryland practitioners view the new digital social media Abstract as a revolutionary force that changes the way Although the attention being paid to the new they think and upsets the way they practise digital media may be the latest fad in public public relations . relations , these new media have the potential Fads change quickly, however, and public to make the profession more global , strategic, relations practitioners have rapidly embraced two-way and interactive, symmetrical or social media as being at the centre of what they dialogical, and socially responsible. consider to be a new form of public relations . However, many practitioners are using the The traditional media frenzy of so many new media in the same ways they used the practitioners has been replaced by a new social old as a means of dumping messages on the media frenzy. Each day, I receive general population rather than as a strategic announcements of conferences, seminars, means of interacting with publics and online discussions, publications, books, bringing information from the environment websites, and blogs discussing how into organisational decision-making.

Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism 6(2): http://praxis.massey.ac.nz/prism_on-line_journ.html

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