Page 212 - Convergent Journalism an Introduction Writing and Producing Across Media

MULTIMEDIA PUBLIC RELATIONS

or outcomes. We can’t simply allow for more voices in the debate and
ignore the information this debate provides us. The ongoing nature
of the communication process means we’ve moved past simply try-
ing to persuade and influence behavior into building partnerships and
dialogues that have at their root negotiation and compromise. It also
means we help our organization best by taking the long view with the
relationships we build.
Harnessing present and future multimedia technology to help us
achieve these objectives is one of the most important challenges facing
modern public relations. With the multiplication of channels and tech-
nologies has come a need to understand how and when to use each for
maximum benefit. This places a greater emphasis on the research and
planning skills of today’s public relations practitioner.
Finally, it’s important to remember that these new mediums should
neither overwhelm nor complicate public relations activities. As long
as we don’t become slaves to the technology, this new era of commu-
nication will enhance our communications efforts and help us build
stronger relationships with our publics. As practitioners, we need to
202 use the latest multimedia technology to empower previously disparate
and uninvolved groups. We must provide them with the same robust
information, opportunity for dialogue, and engagement we provide to
more conventional groups. If we are successful in this undertaking, we
advance the profession immeasurably.

References

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