The use of the new technologies of public relations in the Internet

The global information and communication technologies are dynamically developing; new opportunities for society and the economy will be used widely in the modern world. 15 years ago, people in Russia did not what the Internet meant; then people used the Internet as a large library, which transforms under the processes of globalization [1]. Today, the Internet is on the “communicative” level of its development. The modern network has excellent opportunities to strengthen an effective communication in the society. There is a process of developing of new technologies for the better communication throughout the world.

The Internet is one of the main sources for Public Relations. Information resources of the Internet are the main sources to improve the marketing policy of the company. For example, a company can use these resources to make its brand more popular. The main advantage is the price. It costs cheaper to have an “online” project rather than “offline” one. Promotion in the Internet has the same goals as it is on the “real” market. These goals are (1) to increase brand awareness, (2) to make and support a positive reputation of the company and its goods. The same Public Relations technologies are used in the Internet, but there are some differences between “online” and “offline” markets [3].

Regarding to commerce, it is almost impossible today to find even a small organization that has no representation in the Internet. We can see that a number of shops, casinos and auctions are developing in the Internet [2]. Some firms provide their offers for products or services online with payment to the courier upon delivery. No one can imagine our postindustrial society without the World Wide Web . New technologies in the Internet environment are constantly evolving, and certainly there is a new ground for the further development of the methodology of Public Relations in the Internet.

In this article, I would like to pay more attention to the main aims of the Public Relations activity in the Internet [2]. The first aim is an interaction with focus groups in the Internet. The companies have got a very effective channel of communication with their focus groups; therefore, the Net has a number of advantages. In my opinion, the main difference between the Internet and other

Mass Communications is that a user can be a subject of personal (via e-mail), group (via forums) and mass (via accounts in Facebook) communication at the same time.

The second aim is how a company uses various websites to present itself and its goods. A website is very important for a positive image of the company. It helps give the first impression of the company as well as attract more consumers of its goods. There are no doubts that the professional designers should create and support websites, but a director of Public Relations may interact with the designers to coordinate their efforts according to the general marketing strategy of the company. The director of Public Relations should coordinate all work of the company’s website. This work includes an effective information policy (for example, world and local news, etc.), feedback, a deep understanding of the most important trends in the field of the company, etc. If the company is large and very famous, the director of Public Relations should pay attention to the parts of the website such as “conferences,” “new goods,” “seminars for the friends of the company,” etc. The Internet technologies allow us to provide more people with our information and sell more goods. For instance, there are some organizations in the Internet which help companies find more users for an Internet conference.

The third aim is a work in forums, blogs, subscribes, etc. A specialist makes different Internet opportunities for interaction and discussion between consumers and the company. Especially, it helps in the work with focus groups. More than that, it allows to attract attention to the company as well as to demonstrate its high skills in the work with the consumers.

The forth aim is the special events such as sweepstakes, competitions and quizzes, which help promote company’s goods, improve its positive image, etc. For example, the popular Siberian trade network “Maria-Ra” regularly has an Internet campaign called “A Kind Doctor.”

Nevertheless, all companies should understand that they can use both strategies in the Internet and in the “real” market because it is more effective for their development. Everyone should understand that Public Relations are not just a simple advertisement in Internet but it is a reliable reputation management.

The use of the Internet as a platform for Public Relations technology today gives a distinct advantage because the audience of TV channels, radio and offline publications massively go online. For example, the audience of Yandex in the 2012 spring exceeded the audience of the First Channel [4]. And this is only the beginning. Those business companies which fight for the online customers and use even the classic Public Relations technologies in the network will receive all. The others will definitely lose (and it's only a matter of time).

In conclusion, Public Relations technologies in the modern Internet environment can: (1) make a positive image of the company; (2) strengthen the trust of the consumers to the company and its goods; (3) attract attention of the potential consumers to the company and its goods; (4) lead an effective communication between the company and its consumers.