IC instead of PR

PR was founded in the early 20th century and indicates the Press Release and not public relations.

With the development of communication tools, for use is conducted term the Integrated Communication instead of PR, Public Relations is more than Press Release (press releases) and communication only with certain journalists from newsrooms.

Before the flow of information was: The sender information ----- journalist (media).
And if a particular journalist made an interesting information, it was published and who sees see it, who hears hear it.

Nowadays, the flow of information is: The sender information ------ Auditorium.
Journalist (media) is not excluded, but the information first reach audience that evaluates relevancy of the same and how interesting it is.

’Classic’ medias has lost the role of intermediaries, controls and filters.
Thus were largely lost in importance (but not quite).

There is in a consideration the term Integrated communication and not more Public Relations as a consequence of the development of channels of communication with are potentially interested to audience.

Today, every company and / or individual can set up a group on Facebook, MySpace and promote the same, put the video on YouTube or some other service for video clips. Anyone can distribute communication via a service like PRWire, anyone can write anything on any topic on his blog, comment on sites and blogs ....
Not to mention the phenomenon of Twitter ....

All this does not diminish the need for quality PR professionals, but imposes the need for their adaptation to the new era.

The IC achieves purpose - Publicity.