However, for PR practitioners it will be harder than ever to connect with them. Undoubtedly, this will affect the way consumers, stakeholders, customers and the general public behave with regard to accessing information.
B. Trends that shape society
Providing updated information of the company’s strategies and goals online will offer consumers the opportunity to interact, share opinions and give feedback, which will further the flow of two-way-communication. The Cluetrain Manifesto by Levine, Locke, Searls & Weinberger examines this particular issue of one-way-communication campaigns. The authors state, “running cool ‘street-cred’ campaigns does not create conversation…organisations must enable human conversations, between the humans that work for them, and the humans who buy from them” (2009, p.147).
However, another trend that impacts media at large and PR in particular is the significant decline of prices for technical devices such as laptops and free access to the Internet. What does this mean for the so-called underdeveloped countries? Sooner or later, these devices will be freely available because networks operating with these devices will give them to the people in order to have more value on the network. Clearly, it will be cheaper to provide computers to people and win them as new customers than sell these devices for $100. These new available technologies provide a huge potential for global communication. With regards to PR, this means that practitioners need to develop communication skills that internalise knowledge of various cultural habits “in order to handle requests by foreign media and to craft culturally sensitive messages to international publics” (Zoch & Smith, 2002, p.12).