In chapter 11 on pages 365- 369, the book talks about issues with using the internet, and how the internet does not solve EVERY problem. Though the internet has widely expanded communication in such a huge information age as ours, there are several problems/issues the internet causes that a PR practitioner should know.
THE ONLINE GENERATION GAP
Moast seniro citizens do not use the internet, because they were not raised on it for most of their lives. And many of them will never give in to using the internet. So, in order to send out mass information to everyone, this is a serious thing to consider.
THE GLOBAL DIGITAL DIVIDE
Different cultures respond and do business in different ways. They all use the internet in different ways and access information in different ways. Language barriers online present problems sometimes, considering not all internet users around the world are English-speaking.
INTERNET RESEARCH PROBLEMS
Much of the research online is not completely accurate, and it is hard to find actual scholarly journals and pieces of work that are reliable. Though there is SO much info online, much of it is unreliable.
UNWELCOME VISITORS
Spam mail, viruses, spim, andhackers present privacy problems, and interent usage can be dangerous to one's identity if they are not careful.
PASSIVE COMMUNICATION
People have to go TO the website to see the information. The company no longer comes TO the audience/client. Also, emailing is a passive way to communicate and has TOO often replaced personal, one-on-one phone or face-to-face conversations. Communication and messages can be misconstrued.
CAREER IMPLICATIONS
Computer technology, over time, becomes more user-friendly, causing tech jobs to be few. These kinds of jobs: webmastering, etc. will not be needed over time, because people are learning to do everything themselves.
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