Modern technology and PR

With the development of the Internet and modern technology PR practice drastically changed.

In the past, only the PR agencies and PR offices of large companies had the power to create a PR campaign, and affect the image of their clients.

Modern time is one side facilitating the process of public relations, on the other side is making it more difficult.

Before the process looked in this way:
PR service / PR agency issued a press release and send it to the media, then the media publishes it or not, or in contact with journalists and editors 'fix' affirmative article, either through paid propaganda messages simultaneously reach space.
A little more sophisticated approach had been based on the deeper connections and relations with editors and / or owners media etc.

With the progress of the Internet and tools that exist, such as blogs, feed reader etc. expanded circle of people who can influence at a public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.

There is no more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say to a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.

With the advent influential bloggers, spread the circle of people, at which a particular company / organization can make influence.
Modern public relations has to take in consideration a wider set of people, not just people from the media, but also bloggers.

Storm which was made by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.