Aspects of Online Business Communication to Mass Media

• Authors: Cezar Scarlat , Cornelia Maxim

Abstracts

EN

This paper aims to identify the trends and characteristics of the online communication as well as challenges organizations have to cope with. The recent scientific literature and the results of several studies are reviewed.The research demonstrates that, besides other instruments intensively used in a company's online communication to media (online press releases, e-mails exchanged with journalists, blogs), organisations have to develop media sites in order to efficiently communicate with mass media representatives. Linked to a company site, this mini-site has to be not only an archive of press releases, but also a real instrument helping the journalists to develop their activity. There are evidenced significant differences between what the journalists want to find online and what the communication and public relations specialists consider useful to post on the organisation sites.The online communication to mass media is not a revolutionary concept anymore. The Internet advantages, from the easiness and quickness to post information to the permanent interactivity, have to be known and used by all public relations and communication specialists active within organisation. This is as important as understanding the challenges of the virtual environment: high interactivity and bilateral information exchange, increased freedom of action for the public, and "many-to-many" communication model.

Keywords

EN

communication; business communication; online communication; public relations; mass media; "Many-to-many" communication model

• Publisher: Sciendo
• Journal: Issues of Business and Law
• Year: 2009
• Volume: 1
• Issue: 1
• Pages: 32-41

Contributors

author

Cezar Scarlat

• University "Politehnica" of Bucharest (UPB), Splaiul Independentei No.313, Corp BN 218, Sector 6, Bucharest, Romania

author

Cornelia Maxim

• National School of Political Studies and Public Administration (SNSPA), Str. Povernei No.6-8, Sector 1, Bucharest, Romania

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Identifiers

DOI

10.2478/v10088-009-0004-y