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Building Electronic Relationships 13

Neither full technological immersion nor a total disdain for technology

are advised. Rather, public relations practitioners should embrace technology

and the Internet like one would an agave plant, with its spiny leaves and deep

roots. Inside this thing are a wealth of resources, just take care accessing

them.

When PR types effectively couple the credibilty found in an established

brick-and-mortar business with the unique access afforded by the Internet, a

balanced, pragmatic approach results—the dual track. Practitioners must use

all tools at their dsposal.

The Internet is a bidirectional medium with potential instantaneous

feedback from wired publics. Used cautiously in a concerted fashion with

other more traditional PR tools, a workable synergy can be effected. As other

media invade the Internet, i.e., online television and radio, they make possble

synchronous global broadcasts--a couple more pieces for the toolbox.

The Internet has turned business upside down, and has changed how it

is conducted. This change includes business communication. The Web can be

a place to grow and build strong customer relationships, a place to better

serve the customer with the appropriate information at the appropriate time,

and to develop an interactive relationship. Getting into this electronic mix is

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