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Only a decade ago most people weren’t even aware that
the Internet existed. Today the web has woven its way
into the fabric of our lives through work, recreation,
education and media consumption. Computers, formerly an
exclusive tool for the elite, are incorporated into
almost every household appliance. Listen to casual
conversations among seniors today and you will hear the
words “Google,” “Yahoo!” and “Mapquest.”
Technology costs have dropped substantially, and
software can be purchased on a pay-as-you-go plan or
used for free on an advertising-based distribution
model. So access to technology is much more universal.
Television remotes, microwaves and automobiles all
contain computers, resulting in people having more of a
comfort level with them - the first step in adopting
technology and integrating it into their lives.
This has a profound impact on public relations.
Technology democratization means more touch points for
promoting messages. It also enables the kind of two-way
dialog that can help companies identify key messaging
points and obtain important feedback.
So the next time you craft a PR campaign strategy, take
the time to think through all the potential technology
applications. Integrate these into your PR campaign
model to optimize your reach.
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