Multimedia Public Relations: Robert S. Pritchard, Assistant Professor of Journalism

The Internet or World Wide Web perhaps best exemplifies the impact of multimedia in public relations. John Pavlik, who directed the Center for New Media at Columbia University at the time, summed up the “good news, bad news” of multimedia use in public relations in a 1996 report:

What has not changed, however, is the fundamental nature of communication. This chapter will attempt to review the most significant advances in multimedia and address their use by public relations practitioners. The fundamental theme we’ll work from is the frequently used adage, “The more things change, the more they stay the same.”