The use of technology in relationship management
Technological innovations have changed many aspects of public relations practice, and public relations is believed to have entered the “fourth wave” of technological change in the field. To achieve its ultimate objective, namely to build and maintain beneficial relationships, thus contributing to a...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1797 |
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| _version_ | 1832593805522501632 |
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| author | Christelle Swart Sonja Verwey |
| author_facet | Christelle Swart Sonja Verwey |
| author_sort | Christelle Swart |
| collection | DOAJ |
| description |
Technological innovations have changed many aspects of public relations practice, and
public relations is believed to have entered the “fourth wave” of technological change
in the field. To achieve its ultimate objective, namely to build and maintain beneficial
relationships, thus contributing to achieving organisational goals, it is pivotal to explore
the impact of technology on the profession and practice of public relations. Knowledge
of the impact of these innovations will equip public relations with the required knowhow to contribute to the overall objectives of an integrated communication approach.
While technology in itself cannot build or destroy relationships as maintained by Kent
& Taylor (1998:324), the way in which technology is used can influence organisationpublic relationships, hence emphasising the need for public relations professionals to
come to terms with new technology and the opportunities and challenges it holds.
An exploratory study was undertaken to provide new insights into the impact of new
communication technology on the profession and practice of public relations in South
Africa. The primary purpose of the study was to determine the availability and use of
new communication technology by South African public relations professionals for
internal and external relationship management. It comprised a theoretical and conceptual
analysis of public relations practice and models, dominant business approaches and
other concepts related to the objectives of this study. The literature study was
supplemented by a pilot study concerning the availability and use of technology by
PRISA-accredited public relations practitioners. This article reports on the findings of
the empirical section of the study
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| format | Article |
| id | doaj-art-e2230d65865e46b686ef91a4b7e0df6c |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-e2230d65865e46b686ef91a4b7e0df6c2025-01-20T08:50:43ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0122110.36615/jcsa.v22i1.1797The use of technology in relationship managementChristelle Swart0Sonja Verwey1https://orcid.org/0000-0002-9177-6140Technikon South AfricaUniversity of Johannesburg Technological innovations have changed many aspects of public relations practice, and public relations is believed to have entered the “fourth wave” of technological change in the field. To achieve its ultimate objective, namely to build and maintain beneficial relationships, thus contributing to achieving organisational goals, it is pivotal to explore the impact of technology on the profession and practice of public relations. Knowledge of the impact of these innovations will equip public relations with the required knowhow to contribute to the overall objectives of an integrated communication approach. While technology in itself cannot build or destroy relationships as maintained by Kent & Taylor (1998:324), the way in which technology is used can influence organisationpublic relationships, hence emphasising the need for public relations professionals to come to terms with new technology and the opportunities and challenges it holds. An exploratory study was undertaken to provide new insights into the impact of new communication technology on the profession and practice of public relations in South Africa. The primary purpose of the study was to determine the availability and use of new communication technology by South African public relations professionals for internal and external relationship management. It comprised a theoretical and conceptual analysis of public relations practice and models, dominant business approaches and other concepts related to the objectives of this study. The literature study was supplemented by a pilot study concerning the availability and use of technology by PRISA-accredited public relations practitioners. This article reports on the findings of the empirical section of the study https://journals.uj.ac.za/index.php/jcsa/article/view/1797Technological innovationpublic relations practicepublic relationsimpacttechnologyprofession |
| spellingShingle | Christelle Swart Sonja Verwey The use of technology in relationship management Communicare Technological innovation public relations practice public relations impact technology profession |
| title | The use of technology in relationship management |
| title_full | The use of technology in relationship management |
| title_fullStr | The use of technology in relationship management |
| title_full_unstemmed | The use of technology in relationship management |
| title_short | The use of technology in relationship management |
| title_sort | use of technology in relationship management |
| topic | Technological innovation public relations practice public relations impact technology profession |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1797 |
| work_keys_str_mv | AT christelleswart theuseoftechnologyinrelationshipmanagement AT sonjaverwey theuseoftechnologyinrelationshipmanagement AT christelleswart useoftechnologyinrelationshipmanagement AT sonjaverwey useoftechnologyinrelationshipmanagement |