INFORMATION TECHNOLOGY IN PUBLIC RELATIONS
Communication tools have become more sophisticated, delicate, technical, but also with simplified
and easier applications. Information technology is at present the inevitable instrument for reaching out, and for performing
other functions and innovations. Over the last century, the global community has witnessed commendable technological feats,
which include energy technology genetic engineering and material technology. But the most outstanding is the Information Technology
(IT) which all the aforementioned rely on heavily.
The application of IT in mass communication by companies is popularly referred to as online investors
relations, which is the provision of latest and appropriate financial information to investors, diverse potential clients
and business associates. The importance of information technology in public relations cannot be overemphasised when viewed
from its efficiency and effectiveness in reaching out.
Some of the notable advantages of information technology in public relations include accessibility
to global information in seconds (e-mail, internet, telecomputer), and participating in discourses with others from anywhere
(teleconferences). It makes easy information dissemination and accessibility through e-mail/fax/satellite phones and easier
the task of publication of newsletters, magazines, formatting, editing, printing, etc. The IT comprises all its supplementary
equipment, which include the computer, printers, scanners and relevant software. For a frequently mobile officer, a laptop
is also recommended.
Apart from the conventional use of the computer, with the emergence of the Internet, which is one
of the most advanced technologies in the new millennium, the public relations officer must take interest in the advantage
it offers and use it to the fullest. Almost everything, from small business to large conglomerates, trading, banking, engineering
and numerous others, are being simplified through the Internet.
The revolutionary superhighway, is an electronic system that enables communication between linked
computer networks through its agents popularly known as Internet Service Providers (IPS).
The benefit of hooking to the Internet by the PRO includes monitoring news and trends in the competitive
environment. It also encourages investors’ relations by reaching the shareholders and financial communities through
their e-mail lists and adverts which can also be placed. In addition, it eases the task of researching in general human knowledge.
Some unique features of the Internet include the speed and efficiency by which information is conveyed
and received by the connected computers. For instance, a press release can be distributed to various media houses within a
twinkle of an eye through their e-mail lists and are instantly delivered.
All it takes is the affordable cost of local calls, instead of wasting man-hours by running around
or the use of courier services, in getting the messages across. In fact, it is cost effective and minimises wastages of man-hours,
which can be used for other fruitful endeavours. In addition to this, the message can be conveyed in any form. Affordable
accessories like pictures and audio-visual materials can also be transmitted live from the system, even while communicating.
Organisations in the new millennium, establish Internet web sites that are easily accessible with
simplified usages for net visitors. Pages are created to display news release, annual statement of accounts, in-house publications,
new products, vacancies and profiles of top management staff. Enquiry sections are also available for visitors to the sites
to seek further information and pass some comments where necessary. In fact, the Internet is the most meaningful avenue for
passing essential information to the business-minded publics.