The following paper examines what research tells us about a variety of emerging technologies and their impact on and implications for public relations. The technologies examined here are digital, or computer-based, and networked-enabled, such as wired and wireless technologies that reach globally through the Internet and World Wide Web.

The impact and implications are examined in four broad areas. First, the impact of technology on how public relations practitioners do their work is considered. Second, the implications of technology on the content or messages developed and delivered in public relations is examined. Third, the implications of technology on organizational structure, culture and management is evaluated. Finally, the impact of technology on the relationships between or among organizations and their publics is analyzed. These four areas of impact are assessed through a combination of what research tells us as well as case studies, anecdotal evidence and interviews with leading experts, scholars and professionals.

This paper views the field of public relations broadly, and inclusive of far more than just media relations. Although many of the technologies examined here address the area of media relations, the consequences of these emerging new media extend far into the broader realm of managing relationships between organizations and their publics, as well as developing a strategic approach to the overall utilization of digital technologies in those relationships.

Based on this examination, a series of recommendations for the profession is presented. In addition, a research agenda is outlined for future investigation of technology and its impact on the profession of public relations. A bibliography is also provided.