Within Europeans online is a deeper need to interact and combined with e-commerce this exceeds a nominal value of 2.250 trillion euros!
It has a role in satisfying these deep needs buried in humanity’s genetic makeup.
On the other hand we have pure play public relations engaged in relationship facilitation.
These then are the two sides of the PR coin, evidenced online, exposing our very humanity, the nature of our species.
From Twitter to Skype and leavened by Slideshare and YouTube, we can see these effects in our everyday lives.
It is already used by online music stores like LastFM to focus the right content to individuals.
Populations are not, nor need to know whether the train timetable on their smart phone is delivered via internet technologies. In the midst of a personal exchange on Skype or Facebook, the internet and its manifestations are not part of the user’s conscious thought processes. The value of such social interactions is singular.
The internet and even social media is now of much less concern to the consumer that the facility it provides. Online PR should not be an expression used by PR people. Online is as significant to PR as ink. It's just there!
An easily wasted opportunity, robust research and development would be very helpful in this area. .
Soon, the PR industry will not be able to sustain a PR practice led academia. Without internet engagement at a much deeper level PR, as practised today just cannot survive. Is it already the case that there are more PR press agents than employed journalists?
With such a weak PR industry, both theory development and the sustaining in-house and agency careers for students will be found wanting.