How do changes in technology affect the practice of values-driven ...

[lb_gilbert]

How do changes in technology affect the practice of values-driven public relations?
 
  What will be an ideal response?

Question 2

What are some of the issues public relations practitioners face because of the Internet?
 
  What will be an ideal response?

[guyanai]

Answer to Question 1

The choice of a medium and message rests on the values of the source and targeted publics.
However, technology provides the tools of communication. It does not dictate values. The authors
cite the Bible, the first mass-produced book. It is now reproduced by a variety of media. However,
the values expressed in it have not changed.

Answer to Question 2

When anyone can serve as a gatekeeper, it presents both opportunities and challenges for
practitioners. The same is true when anyone can be a publisher. There is an online generation gap.
That is expected to change as cheaper computers become more accessible to both young and old. In
the meantime, one should not assume that the Internet reaches everybody. As a research tool, the
Internet can't replace the depth of traditional research methods. There is also the problem of
unwanted visitors in the form of spammers and hackers. The Internet is also a form of passive
communication - it has to be promoted.

[lb_gilbert]

Both answers were spot on, thank you once again

[guyanai]

Great! Please up vote