Критический анализ блоггинга в public relations
Кент М.

Аннотация

В статье проводится анализ блогов как инструментов Public Relations. Осуществляется беглый обзор блогов, уделяется внимание ответам на вопросы: "Как PR-специалисты могут использовать блоги более эффективно?", "Почему блоги привлекательны в качестве инструментов Public Relations?". В заключении автор говорит, что, хотя блоги обладают потрясающим потенциалом, в настоящее время их полезность как инструмента PR ограничена.

Содержание

Понимание сущности блогов;

Типы блогов;

Обсуждение и критика;

Сильные стороны блогов;

Слабые стороны блогов;

Ключевые слова: блог, блогинг (ведение блога), Public Relations, информационная технология, RSS
Журнал: «Маркетинговые коммуникации» — №5, 2008 (© Издательский дом Гребенников)
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Кент Майкл Л.

Доцент Гейлордского колледжа журналистики и массовых коммуникаций, Университет штата Оклахома (США).