The New Diffusion Of The Web2.0 Era Ecological Impact Of Traditional Public Relations Model

The development of Web2.0 technology made the "media era" of the traditional PR behind the time. In the new ecology of communication, public relation activity's position, target, channel and model are all changed a lot. Correspondingly, every step of the classic "four steps of public relations communication" theory, which including research, planning, communication and evaluation, needs to be adjusted to fit the new environment better.Public relations industry has already noticed this tide and had started to use blog, RSS, Podcast, Tag and search engine to deliver their message and communicate with media, audiences as well. This article analyzed GM Fastlane and Google China Blog, which set excellent examples for other corporations who are looking for a new way to maintain and upgrade their images.The Ecology of communication today is quite different from any former era, and it will be more variational and flexible according to the constantly development of web technology. As a part of this new communication ecology, public relations industry needs to attempt more methods and opportunities. In the future, the effective public relations communication must be honest, fine-positioned, and integrated both traditional media and web media.