Page 199 - Convergent Journalism an Introduction Writing and Producing Across Media

Public Relations in the Digital Age: What’s Changed and What Hasn’t

chunks and presented in a layered fashion. However, we must design
these chunks in such a fashion that our audience can follow the path
in a linear fashion or via multiple entry points. Because they can enter
our paths in so many ways, we must design the environment so they
can easily return to the beginning.
The ultimate goal of multimedia writing and design is to create an
atmosphere that mimics the face-to-face environment. We’ve got to
change our mind-set about writing and designing from an informational
approach to an approach that fosters meaningful connections without
forgetting the informational role of public relations.

What Has Not Changed
All of the changes just discussed haven’t altered the fundamental role
of public relations: to build and maintain mutually beneficial relation-
ships. In some ways, this immediate communication actually helps
these relationships. The ability to connect directly and constantly with
our target publics enhances our ability to maintain positive relation-
ships with them. 189
Likewise, the underlying theories of communications remain intact
despite the vast changes in technology. Theories grow as we add to our
body of knowledge, but the foundations of communication continue
to hold true. This may be the quintessential area that highlights the
proposition of this chapter that “the more things change, the more
they stay the same.”
The public relations practitioner needs to continue to enter every
endeavor with research. This first step in the public relations process
remains truer today than ever before. The multimedia environment
merely allows us to do faster and more in-depth research.
Flexibility remains the order of the day. The practitioner has always
needed to be able to react quickly to change, but today it’s necessary
to do so immediately as the changes occur. Communicating with con-
stituents needs to be almost immediate, especially in times of crisis.
One quick way to give rumors and bad information a solid footing is
to be behind the curve in responding.
Public relations practitioners need to be aware of their environment.
Known in some circles as “environmental scanning,” the essential skill
of knowing what’s going on around you allows you the opportunity
to put things into context and see the big picture. Given the pace of
change today, the ability to take a strategic view will allow you to make