Chapter One
Introduction
The Internet began impacting on our
ordinary lives only in the late 1990s, with the development of the World Wide
Web (Gillies and Cailliau, 2000, Giovannetti, et’al., 2003). Since then,
the Internet has been used extensively for accessing instantaneous information
and communicating across geographical boundaries. Due to its characteristics of
speed, efficiency and economy, the Internet began to be applied increasingly
across industries ranging from retail and banking to the media (Giovannetti et
al., 2003).
The emergence of social media in the new
millennium gave the World Wide Web a new name, ‘Web 2.0’ (Breakenridge, 2008).
Though social media has various definitions, in essence, it is a medium for
people to collaborate and share content via Internet tools ranging from
video-sharing, photo-sharing and blogs to social networking websites, virtual
worlds and micro-blogs (Mersham, Theunissen and Peart, 2009).
Seitel (2001) cites British futurist,
Peter Cochrane, who in 1998 predicted what the world was heading towards in the
21st century by saying, “If you are not online, you don’t exist.” It is beyond
doubt that since the last decade, the Internet has evolved faster than any
other communication channel and has dynamically changed our lives and
professions. The practice of public relations is one such profession that has
considerably been affected by this online revolution (Phillips, 2001).
The contemporary practice of public
relations was defined back in 1976 by the pioneer in public relations
education, Rex Harlow, who examined close to 500 definitions and concluded
that: Public relations is a distinctive management function which helps
establish and maintain lines of communication, understanding, acceptance and
co-operation between an organization and its public; involves the management of
problems or issues; helps management to keep informed on, and responsive to,
public opinion; defines and emphasizes the responsibility of management to
serve the public interest; helps management keep abreast of, and effectively
utilize, change; serving as an early warning system to help anticipate trends;
and uses research and ethical communication techniques as its principal tool
(Cutlip, Center & Broom, 2000).
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