A survey was conducted in the end of 2006 by the PRSA and Dow Jones & company, in an effort to measure the degree of acceptance of new communication technology by the PR professionals and students of the field.
The findings of the survey were presented in the Public Relations Tactics and among others supported that there is an increased acceptance of the new technology tools as they considerably help Pr specialists engage with their key stakeholders. From all the available tools, the ones that provide the best opportunities to professionals are the news web sites, the blogs and the social networking sites.
Although, new media’s popularity was increasingly rapidly, the survey’s results suggests that there were serious concerns about the credibility of the information; there were no clear regulations and the potential for reputational harm was present at any time. As a consequence, there was a greater trust in traditional media.
Four years after this survey, I believe the same concerns are more contemporary than ever and a serious work towards the building of new media’s credibility has to be done.
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