Study On The Online Public Relations

Since the middle 1990's, internet has rapidly expanded into thebiggest and most poplin computer net in the world. Other nets have beenthe parts of internet since the end of last century. Instead of geopolitcs,geoeconomic and geoculture, a new virtual space have been built. Internetnot only affects our society deeply but also brings a new topic for thetheory and practize of Public Relations. My thesis explores these aspects:How to grasp the challenges and opportulities to public Relations broughtby internet? How to frilly take advantage of internet to sever for publicRelations.In my thesis first part explains the concept of internet publicrelations to lay a good foundation for later study.The second part explores the background, values and presentsituation of internet public Relations. Firstly, the thesis explains the ariseof internet and the effects to society and the internet trend of thedevelopment of the PR, then discuss the value of the internet PR based onthe new characteristic of internet communication. Finally, it tells aboutthe practical and theoretical research about internet PR.The third part discusses about how to practise PR through internet.The part studies from the strategies of set up internet PR site for anorganizato in, the necessary ideas and knowledge and internetcommunication capacity which PR practitioner should have for the needsof internet PR. Then it approaches the daily internet PR skills and therules followed by the internet PR, such as morality put forward sincere,benefit and applicable principles so on.The last part looks ahead the future~ of internet PR and provides threedirections with the development of internet PR: the imitation andrecreation of internet PR to off-internet PR; the internization of the off-internet PR and internet PR programms made by internet environment.I have to pay little attention to the off-internet PR to focus oninternet PR. However I consist on the internet PR is only one branch ofPR. It's impossible and unnecessary for it to take place of internet PR. Weneed the combination between internet PR and off internet PR at presentand in the future for the course of PR the progress of an organization'sPR.