|The Internet—introduction||Using the Internet effectively||Print media use study|
|Making Web pages better||Technology marketing models||Conclusions||References|
Even the Internet, with its revolutionary information dispersal capabilities, gives public relations managers headaches. Finding solutions to the problems of negative publicity through newsgroups, e-mail, or personal home pages will take time and effort. It is also quite possible that the problem may never completely be solved; however, over time, public relations professionals will be able to set precedents and establish guidelines to help others in the field handle these potential crises. Clearly, research needs to be done on this topic. For now, though, it is unclear how many potential customers are influenced by these negative web sites. Do people take them seriously? How will technology continue to change public relations management?
Only the future will reveal the answers.