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The Public Relations Handbook, 5th Edition by Alison Theaker

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Chapter 19Using new technology effectively in public relations

Heather Yaxley

Chapter Aims

Effectiveness is examined in this chapter in relation to two aspects of using new technology: developing personal competencies and implementing public relations strategies that achieve desired results. In considering utilisation of technology, the chapter offers a reflective look backward, a wide look around, a deep look inside current practice and a long look ahead (to paraphrase Cutlip et al. 2000). A perspective of rhizomatic middleness is applied by acknowledging the multiplicity, interconnectedness and heterogeneity of new technology and recognising that where we are today is neither the beginning, nor the end. The overall aim is to encourage practitioners ...

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