33
4.
Sasaranya adalah publik; publik Internal dan publik eksternal
Dari karateristik PR penulis menarik analisa bahwa seorang PR harus bisa
membuat strategi dalam
mengambil tindakan, interaktif, kembali pada tujuan
perusahaan, tepat cepat kepada sasarannya.
3. Digital Public Relations Media
Public Relations Journal Vol. 5, No. 1, Winter 2011 ISSN 1942-4604 © 2011 Public
Relations Society of America dalam situs http://www.prsa.org/Intelligence/PRJournal/
mengdefinisikan mengenai digital public relation media, sebagai berikut:
“The
Internet
has
created
the
ultimate
“global
village,” and
completely
changed news distribution to the world, allowing people to access information at
any time and stay updated minute-by-minute (Hiebert, 2004). While newspapers
and television once dominated as medium choices
for
information
flow,
the
Internet now offers equal access for all interested in disseminating information.
With equal access and the free flow of information, the Internet supports a true
democracy unlike any other medium before it. Hiebert (2004) argued that people
around the world have used cell phones and the Internet to organize rallies and
protests.
He
stated
that the
Internet
offers
a
forum
for
debate,
as
witnessed
by
the numerous opinions and political views that buzzed on the blogosphere
during
the
2004
U.S.
presidential
election.
Finally,
Heibert
(2004)
stated
that
the Internet forces companies, organizations and government administrations to
approach the information flow with a new sense of transparency”.
“The global reach of online media makes it particularly useful for public
relations practitioners. According to Kirat (2007), “Online is a major medium
that PR practitioners should use efficiently and rationally for effective public
relations” (p. 170). Kirat (2007) conducted a Web site analysis to assess online
public
relations
tools
and
distributed
a
questionnaire to 24 public relations
department
managers
to
study
how
public
relations
departments
in
the
UAE
use
the
Internet
to
communicate directly with target
publics
and
the
media.
Kirat
(2007) argued
that
the
proper
use
of
online
applications
provides
unprecedented
access, but
her
findings
showed
that
public
relations
practitioners
in
the
UAE
do
not
utilize
the
Internet
in
such a
way
that
allows
target
publics
to
connect
directly
with
their
organization.
Kirat
(2007)
proposed that the integration of Internet tools into contemporary public
relations practices is necessary for succes”.
“Once public relations practitioners embrace the power of the Internet, it
changes the way practitioners do their jobs. Gregory (2004) stated that, “The
advent
of the
Internet
and
electronic
communication
has
transformed
public
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