ABSTRACT
After considering everything from recruitment issues to the incidence of rogue websites, what does the future hold for technology sector PR? With IT coming out of its box and into the mainstream, and the internet continuing to grow to the extent where it will soon become ubiquitous, PR practitioners will increasingly see their roles expanding to encompass new media. Practitioners in all sectors need to understand online audiences and the nature of two-way communication, and be able to offer consultancy on internetrelated matters, such as website planning and development, internet reputation management and online press targeting. Other PR opportunities created by the internet will include lobbying through campaign websites, online sponsorship opportunities and tracking internet coverage for clients (virtual ‘clipping’ services). Internet press offices and electronic distribution techniques will become important to all PR practitioners, not just technology specialists. As Mario Tinley-Bassett states:
Whether the internet will change PR for better or worse depends on whether you see it as a threat to established techniques . . . or an opportunity. The PR of the 21st century will grasp technology but not be overwhelmed by it. Ultimately, despite new methods of getting the message across, the human element cannot, and should not, be eliminated.
