I reckon the new wave of PR in the next 10 years will be CMC -- Computer
Mediated Communication -- basically, using computers and technology to
aid in the 'dissemination of information and the continual improvement
of two way communication between an organisation and its publicise' (Hm,
that sounds like a textbook definition of PR ;-))
There's heaps of sites on the net dedicated to this type of stuff, but I
reckon the best place to start would be the ITPR guru Jim Rink's site at
www.jimrink.com -- he's got some really useful links and stuff about
Some ideas I'd consider:
* Use of on-line tools to pitch stories to journos (you said it's been
done - so what -- you should do it better!) What's the best way to pitch
a story... e-mails with pics, attachments, links to HTML pages etc? Do
journos actually read their stuff, or do they prefer the ol-fashioned
* Use of computers to judge public opinion and the PR role that would be
played -- there's software available that analyses the 'feelings' and
'opinions' of people by sifting through e-mail traffic. Imagine how
powerful Crisis Management would be if you could see a potential issue
coming before it hit? (I have more info on this somewhere)
* Use of newsgroups and chatrooms and how public opinion can be managed
and influenced by a PR role... ie, using newsgroups to an organisation's
advantage (product reviews, market research, etc). Imagine if you stared
a fictional company, with made-up products etc... and generated interest
in a product that didn't even exist... could be a great case study!
* Investigation of the implications of cross-media ownership, the growth
of international news services (CNN etc), the use of on-line news wires,
and the increasing tendency towards nationalisation of local news
services -- what's the implications at a local and community level --
what are the challenges faced by smaller groups and local organisations
to grab a slice of the media pie?
Food for thought...
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������� Darren Whitelaw
Public Relations Consultant
��� City of Greater Dandenong
��� "Melbourne's Second City"
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]On Behalf Of
Sent: Tuesday, 11 May 1999 6:20
Subject: Re: [PRQuorum] Thesis help
At this point I have not consulted any advisor since I have one more
to go until I finish my graduate studies and then I have to start my
But yes, I know I have to do this extra soon.
> From: EP Corrigan jr <flow@...>
> Have you consulted your advisor, and if yet selected with his/her
> your thesis committee? They will have the most pertinent (academic)
> suggestions, and after all they're the ones you will have to satisfy
> If you can't find anyone keeping office hours at this season,
> at use of the Internet as a polling medium for PR research would be
> don't know if qualified statisticians have yet evaluated the sample
> voluntarily on oneline and other chat groups or newsgroups, but if so
> be unique to qualify such use as a population for quick and affordable
> Good luck in making this costly transfer, from asking to
> answer questions.
> Gene Corrigan
> PR0fessional Communications <flow@...>
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