ABSTRACT
This chapter examines the effectiveness in relation to two aspects of using new technology: developing personal competencies and implementing the public relations strategies that achieve the desired results. It offers a reflective look backward, a wide look around, a deep look inside current practice and a long look ahead in considering utilisation of technology. The chapter focuses on information and communication technologies (ICT) which Zuppo explains that it refers to technologies that facilitate the transfer of information and various types of electronically mediated communication, including: digital readiness, equipment, infrastructure, services and applications. Emphasis is given to these four aspects to consider how emerging technologies can be used effectively within public relations. Toscano argues that the technologies are products of the societies from which they come, and hence this chapter also offers critical insight into the rhetoric of technology in public relations and wider contemporary culture.
