INTERNET

The Internet has transformed the techniques and technology of advocacy by enabling individuals and organizations with relatively modest resources to reach a global audience instantaneously 24 hours a day, seven days a week, and can be a lot cheaper than many forms of comparable advertising and promotion. Many practitioners have embraced Internet technology, while others have pointed to the Internet’s potential to equalize power relationships in society and to provide a “voice” to otherwise marginalized groups. 

The explosive growth of the Internet and the World Wide Web has created a form of mass communication unlike other. In 1990, the Internet was used only by scientists to exchange information. Today, the Internet is a household word and a global communications tool for millions of people. According to a study commissioned by pr reporter, use of the new technology is the leading trend in public relations.