Can PR cope with Internet?

In these days it is impossible for Public Relations practitioners to practice PR without using Internet. The Internet not only is becoming the world's biggest source of information but also it's becoming one of the most powerful tools in the practice of Public Relations. The new technologies and specifically Internet have provided new and more efficient ways of producing, distributing, displaying, and storing messages. According to Cutlip, Center, and Broom "The Internet represents the most ubiquitous leading edge of what is a major communication revolution. The digital world has changed communication within organizations and between organizations and their various publics."

With Internet the practitioners can process their work faster,more effectively and efficiently, with less cost. Additoinally from the use of interrnet some theories are affected like two way- internal-mass communication.But all have their negative side too.Reputations can be damaged, brand names can suffer and uncontrolled messages can be distributed.

PR should engage using Internet but with having some lines and control.