Introduction
The Internet began impacting on our ordinary lives only in the late 1990s, with the development of the World Wide Web (Gillies and Cailliau, 2000, Giovannetti, et’al., 2003). Since then, the Internet has been used extensively for accessing instantaneous information and communicating across geographical boundaries. Due to its characteristics of speed, efficiency and economy, the Internet began to be applied increasingly across industries ranging from retail and banking to the media (Giovannetti et al., 2003).
The emergence of social media in the new millennium gave the World Wide Web a new name, ‘Web 2.0’ (Breakenridge, 2008). Though social media has various definitions, in essence, it is a medium for people to collaborate and share content via Internet tools ranging from video-sharing, photo-sharing and blogs to social networking websites, virtual worlds and micro-blogs (Mersham, Theunissen and Peart, 2009).
Seitel (2001) cites British futurist, Peter Cochrane, who in 1998 predicted what the world was heading towards in the 21st century by saying, “If you are not online, you don’t exist.” It is beyond doubt that since the last decade, the Internet has evolved faster than any other communication channel and has dynamically changed our lives and professions. The practice of public relations is one such profession that has considerably been affected by this online revolution (Phillips, 2001).
The contemporary practice of public relations was defined back in 1976 by the pioneer in public relations education, Rex Harlow, who examined close to 500 definitions and concluded that: Public relations is a distinctive management function which helps establish and maintain lines of communication, understanding, acceptance and co-operation between an organization and its public; involves the management of problems or issues; helps management to keep informed on, and responsive to, public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of, and effectively utilize, change; serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tool (Cutlip, Center & Broom, 2000).
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