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  3. Web browsers! Interactive software! There’s a lot of new technology talk going on in public relations these days, and it’s comin

Web browsers! Interactive software! There’s a lot of new technology talk going on in public relations these days, and it’s comin

admin2014-01-13  35
问题     Web browsers! Interactive software! There’s a lot of new technology talk going on in public relations these days, and it’s coming from a variety of sources, clients, fearful that they are missing out on some mysterious " next wave" , demand some kind of whiz-bang(尖端)demonstration of technology from agencies. Industry publications continuously tout the latest and greatest electronic innovations. College kids enter the marketplace armed with computer literacy completely alien to many veteran practitioners. And in some cases, members of the media demand that information be packaged to accommodate their particular technological preferences.
    Is technology now the tail wagging dog? The answer, unequivocally, is no. Technology remains what it has always been, a tool used by professionals to help them do their jobs. All of this millennium talk has produced an unnecessary level of anxiety about the necessity of technological innovation — the idea that you are light-years behind unless you are light — years ahead. Relax! The foundations of good public relations remain the same: anticipating and meeting the needs of clients and the media, and providing informed and useful counsel. Solid research, strong writing skills, creativity, and an appreciation for the values of the media are the backbone of the profession, regardless of how information is packaged.
    Even if the speed of information transmission is increasing, high tech isn’t for everyone. All clients don’t need individual web pages and summaries of chat room activity. When considering applications of new technologies, consider the audiences for your client. Are they comfortable with technology? Do they have access to the distribution systems you are considering? Do they have the skills and knowledge to use these systems? Do they navigate the web, use CD-ROM, or even own a VCR?
    Consider the image of the company itself. The delivery system is part of the message and contributes to the overall image, so the practitioner should consider how that system affects the client, the product, and the audiences.
    Yes, a web page can be a cost-efficient communication tool when you consider the minimal media cost. But once it’s up and running, you’ve got to keep it fresh, and that means a continual allocation of time and specialized resources. In the hyper-speed model of communications, nothing is older than information that is both outdated and online. And to information consumers, your web page will cease to be a source if it isn’t kept current. In the last presidential election, more than one candidate had problems with their personal web pages because webmasters were not kept up to date on changes in campaign strategy and messages. The gap between what the candidate was saying and what the web page was showing became a story in itself. If you’re going to have a presence on the Internet, you have to budget for regular maintenance. Otherwise, you are putting a sign up that says " too cheap to be relevant".
According to the author, the role of new technology in public relations______.
选项 A、can’t be too emphasized in today’s world
B、is unnecessarily exaggerated
C、is not fully recognized yet
D、is more important to the company than to the client
答案D
解析 细节对比题。根据原文第三段第二句可知并不是All clients需要个人主页和聊天记录的。第四段第二句中可知新技术中delivery system对公司的整体形象有很大的影响。故选项D(与客户相比对公司的重要性更大)符合题意。故答案为D。
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