Abstract
Public relations is involved in all communication between an organization and the pu-blic. In the contemporary world, PR practitioners have become the facilitators of information. Information and communication technology (ICT) have imposed new rules in the fi eld of public relations. Communication strategy and information management have become crucial parts of modern public relations. People change their habits with regard to the consumption of traditional and new media. The challenges imposed by the development of information and communication technology are also related to understanding the new information so-ciety. For that reason information ethics deals with the ethical implications of dissemination, use, development and safety of information. Public relations follow new information and communication trends, and they need to build fi rm ethical principles for the age of informa-tion. The author examines the ethical implications of the framing concept in public relations.
Highlights
Many things in the world have changed since the time when the first electronic computers were invented in the twentieth century
Informational society “indicates the attribute of a specific form of social organization in which information generation, processing, and transmission become the fundamental sources of productivity and power because of new technological conditions emerging in this historical period” (Castells, 2010, p. 21)
The technological insight provides another point of view into the concept: “The key idea is that breakthroughs in information processing, storage and transmission have led to the application of information technologies (IT) in virtually all corners of society” (Webster, 2005, p. 7)
Summary
Many things in the world have changed since the time when the first electronic computers were invented in the twentieth century. The impact of information technology on peoples’ lives is huge and today we are witnesses of a changing environment in which our society redefines itself in various ways, especially in one aspect that pervades every part of the human community and that is communication With it we transfer messages, information and knowledge. In that process the message can become distorted and obtain a different meaning for the person who receives it This explanation of communication is still a useful ground theory which which needs upgrading in light of the unpredicted development of information technology. Informational society “indicates the attribute of a specific form of social organization in which information generation, processing, and transmission become the fundamental sources of productivity and power because of new technological conditions emerging in this historical period” For PR, it is important to identify who are the members of the public and what the characteristics of contemporary communication are at the society level
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