How Public relations are influenced by technology?

In general the strategy and the tactics the public relations practitioners use are related with the use of media. For this reason any change in this area will force public relations practitioners to adapt. Some of these changes are made to improve the effectiveness and efficiency of the tactics that are used but some others have the adverse result.

The new technology creates implications to the exercise of public relations. The internet and the World Wide Web have changed the way people have access to information. Moreover, wide ranges of other technologies, ranging from satellites, to cell phones, to video news releases, have developed into the standard means that influence public relations practices and policies.

There are different areas that the technology influence how the practitioners exercise public relations, how the messages are developed and exposed, how the management- culture of an organization are influenced and how the relations between an organization and its publics are effected.

As a public relations practitioner what is your opinion?