THE EFFECTS OF NEW MEDIA ON TRADITIONAL MEDIA AND PUBLIC RELATIONS PROFESSION

Abstract

Author(s): Mehmet TOKATLI

New media, with many opportunities it presents, influences people and societies and also many different profession areas. Directly or indirectly, it changes the process how people complete their works in daily business life. Public Relations and Journalism and also relationships between them are the ones that directly changed by new media. Nowadays many press releases change the shape. Hard copy press releases were very popular almost 10-15 years ago but now all releases are in digital format. In public relations area, many corporates focus on PR campaigns on social media rather than traditional PR campaigns. New media also changes the relationship dynamics between these two interdependent professions and its representatives. In this paper, firstly the process from traditional media to new media will try to be explained, in the second part, influences of new media on traditional media; on public relations profession; and finally, on relationship dynamics between two professions will try to be explained

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