Use of technology in relationship management

Abstract

Technological innovations have changed many aspects of public relations practice, andpublic relations is believed to have entered the “fourth wave” of technological changein the field. To achieve its ultimate objective, namely to build and maintain beneficialrelationships, thus contributing to achieving organisational goals, it is pivotal to explorethe impact of technology on the profession and practice of public relations. Knowledgeof 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 tocome 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 newcommunication technology on the profession and practice of public relations in SouthAfrica. The primary purpose of the study was to determine the availability and use ofnew communication technology by South African public relations professionals forinternal and external relationship management. It comprised a theoretical and conceptualanalysis of public relations practice and models, dominant business approaches andother concepts related to the objectives of this study. The literature study wassupplemented by a pilot study concerning the availability and use of technology byPRISA-accredited public relations practitioners. This article reports on the findings ofthe empirical section of the study