Public relations in the digital era: New methods and tools
The beginning of the 21st century marked an evolutionary "leap" in Internet technology - the transition from static web pages whose content was determined solely by their creator to dynamic, interactive user-created web pages and the emergence and proliferation of social networks as a spec...
| Main Authors: | , |
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| Format: | Article |
| Language: | Bosnian |
| Published: |
Univerzitet u Novom Pazaru
2021-01-01
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| Series: | Univerzitetska Misao |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/1451-3870/2021/1451-38702120054A.pdf |
| _version_ | 1818024183480713216 |
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| author | Arsenijević Jasmina Arsenijević Dejan |
| author_facet | Arsenijević Jasmina Arsenijević Dejan |
| author_sort | Arsenijević Jasmina |
| collection | DOAJ |
| description | The beginning of the 21st century marked an evolutionary "leap" in Internet technology - the transition from static web pages whose content was determined solely by their creator to dynamic, interactive user-created web pages and the emergence and proliferation of social networks as a special and multi-purpose cyber info-sphere. In such a new and dynamic environment, naturally the need for new ways of functioning of public relations has emerged, finding new approaches and methods that would successfully fit into the new digital environment and take advantage of all the newly created potential. This next evolutive stage of the Internet - Web 2.0 brought interactive access web-pages, blogs, social networks/media, targeted advertising and pod-casts have become new and vital fields of contemporary PR. The new interactive technologies have enabled not only more accurate identification of target groups but also direct access to the collection of unimaginable quantity and quality of data that describes not only groups but individuals as well. This quantum leap in knowledge of target audiences made possible more precise "tailoring" of messages for each of them, thus dramatically increasing the effectiveness of these messages. This paper will analyze the principles, functions and possibilities of modern digital public relations, the methods and tools for it`s application as well as practical examples. |
| first_indexed | 2024-12-10T03:56:10Z |
| format | Article |
| id | doaj.art-e00d0fcd69f445bdb045c4e85292b370 |
| institution | Directory Open Access Journal |
| issn | 1451-3870 2560-4821 |
| language | Bosnian |
| last_indexed | 2024-12-10T03:56:10Z |
| publishDate | 2021-01-01 |
| publisher | Univerzitet u Novom Pazaru |
| record_format | Article |
| series | Univerzitetska Misao |
| spelling | doaj.art-e00d0fcd69f445bdb045c4e85292b3702022-12-22T02:03:07ZbosUniverzitet u Novom PazaruUniverzitetska Misao1451-38702560-48212021-01-01202120546510.5937/univmis2120054A1451-38702120054APublic relations in the digital era: New methods and toolsArsenijević Jasmina0Arsenijević Dejan1Visoka škola strukovnih studija za obrazovanje vaspitača u Kikindi, Kikinda, SerbiaUniverziteta u Novom Sadu, Fakultet tehničkih nauka, Novi Sad, SerbiaThe beginning of the 21st century marked an evolutionary "leap" in Internet technology - the transition from static web pages whose content was determined solely by their creator to dynamic, interactive user-created web pages and the emergence and proliferation of social networks as a special and multi-purpose cyber info-sphere. In such a new and dynamic environment, naturally the need for new ways of functioning of public relations has emerged, finding new approaches and methods that would successfully fit into the new digital environment and take advantage of all the newly created potential. This next evolutive stage of the Internet - Web 2.0 brought interactive access web-pages, blogs, social networks/media, targeted advertising and pod-casts have become new and vital fields of contemporary PR. The new interactive technologies have enabled not only more accurate identification of target groups but also direct access to the collection of unimaginable quantity and quality of data that describes not only groups but individuals as well. This quantum leap in knowledge of target audiences made possible more precise "tailoring" of messages for each of them, thus dramatically increasing the effectiveness of these messages. This paper will analyze the principles, functions and possibilities of modern digital public relations, the methods and tools for it`s application as well as practical examples.https://scindeks-clanci.ceon.rs/data/pdf/1451-3870/2021/1451-38702120054A.pdfdigital prdigital communicationsinformationweb 20interactivity |
| spellingShingle | Arsenijević Jasmina Arsenijević Dejan Public relations in the digital era: New methods and tools Univerzitetska Misao digital pr digital communications information web 20 interactivity |
| title | Public relations in the digital era: New methods and tools |
| title_full | Public relations in the digital era: New methods and tools |
| title_fullStr | Public relations in the digital era: New methods and tools |
| title_full_unstemmed | Public relations in the digital era: New methods and tools |
| title_short | Public relations in the digital era: New methods and tools |
| title_sort | public relations in the digital era new methods and tools |
| topic | digital pr digital communications information web 20 interactivity |
| url | https://scindeks-clanci.ceon.rs/data/pdf/1451-3870/2021/1451-38702120054A.pdf |
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