Invasion of New Media - Paradigm Shift in Public Relations

With the invasion of new media in later half of twentieth century, changes can be seen in each and every stratum of any existing society. New media such as website, chat rooms, e-mail, online communition has revolutionised the concept of public relations (PR). The very concept of PR and utilisation of different PR tools for extensive campaigns has also changed over the years. New media technologies have added to the essential tools of PR. Networking media such as Facebook, Twitter, My Space, Orkut etc are being intensely used even by high profile celebrities in fields of politics, films, sports to enhance their image building. This phenomenon has also gripped the minds of common people. This paradigm shift in the field of public relations has been showcased in this paper.