I predict that in the future, public relations will be done almost completely online. As Tom Kelleher stated on page one of his book, Public Relations Online, “the function of public relations is connected with the concept of interactivity.” Currently, in my opinion, there is no source like the Internet for interactivity. Not only does the Internet reach millions of people daily, but also it allows for interactivity with the audience in a way that no other medium can. People want to be online and they want to be connected. Where else can public relations specialists find a source that people come to, instead of having to seek out the people.
In most aspects of life, society is becoming online in general. Most people find their news from online sources, people are even watching television online in more and more abundance as the years go on. Classes are being held online as well. Most students don’t even turn in homework anymore; they simply email them to the professor. With all these new ways of doing things strictly online, it should be expected that PR will shift online more and more as the years go by.
This will be a positive thing for the world of public relations, mainly because of the interactivity the Internet offers. Kelleher discusses the concept of functional interactivity (emails, discussion forums, response forums etc.) on page 10. While these forms of interactivity have been present for many years, there are endless possibilities for interactivity online. In recent years, social media sites like Facebook, Twitter, YouTube, and Pinterest have skyrocketed in the last years. Each and everyday new sites like these are created and can be utilized by PR specialists. Websites like these have grown so popular in such a short amount of time it is impossible to say what will come out next. No matter what it is, it will be positive to the PR world.
Pretty soon, there will be so many different interactive tools to use, for example Vine, the newly popular short video sharing site, PR specialists will feel no need to use print or traditional tactics to create events, shape public opinion, or create an image for themselves. There are endless possibilities when it comes to the Internet. I believe that public relations can reach new levels of interactivity and effectiveness if the industry utilizes all the powers of online public relations.