How multimedia technologies will influence PR practice

Computer-based communication tools and multimedia technologies have begun to influence how leading organizations craft their messages for select audiences. As consumer multimedia and other convergence-created utilities begin to enter the mainstream and capture the popular imagination, companies and...

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Bibliographic Details
Published inPublic relations quarterly Vol. 39; no. 1; p. 25
Main Authors Duffy, Robert A, Palmer, Michael J
Format Magazine Article
LanguageEnglish
Published Rhinebeck Public Relations Quarterly 01.04.1994
Subjects
Annual reports
Applications
Audiences
CD-ROM
Communication
Computer industry
Information dissemination
Information superhighway
Institutional investments
Marketing
Mixed media
Multimedia communications
Multimedia computer applications
Press releases
Public relations
Public relations agencies
Software
Telecommunications industry
Trends
US
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Summary:Computer-based communication tools and multimedia technologies have begun to influence how leading organizations craft their messages for select audiences. As consumer multimedia and other convergence-created utilities begin to enter the mainstream and capture the popular imagination, companies and agencies will move to adopt the technology for business use, at first in marketing communications, later in public relations. CD-ROM technology is the main tool for handling multimedia. Until very recently, the expense of mastering a CD-ROM publication and reproducing it in quantity was high. Thanks to the interactive navigation conventions of CD-ROM publication, large volumes of information can be stored on disk without violating user expectations or patience. Because of this factor, it is likely that a new class of corporate publication will emerge: self-contained, custom data bases on disk created for traditional top-tier targets of influence. Long-distance networks also represent opportunity.
ISSN:0033-3700