E-Public Relations: Impact and Efficiency. A Case Study

Online public relations may constitute a unique way of promoting an organization, its products or services, enhancing visibility in the virtual environment. In the era of Web 2.0, public relations has evolved into “PR 2.0” and “monologue has chanced to dialogue, bringing a new era of Public Relations”. The purpose of this research is twofold: first of all, a presentation of the concept of online public relations, which may seize their defining dimensions and applicative nature, respectively identification, in the next stage, of their impact and efficiency upon the public, based on a case study of online campaigns. We believe that public relations may prove their efficiency to the extent in which they succeed in optimizing their communication with the public, facilitating two-way communication. Dialogic communication created by the strategic use of online public relations is one way for practitioners to build relationships with publics. E-PR has great potential as a communication tool because “public relations is and always will be about human relationships”.