Very often in public space we can hear opinion that traditional media like newspapers, radio and TV start to decline, because they will be replaced by social media like blogs, forums etc.
TNS Latvia made a research at summer 2007 which shows that 47% of Latvians in half a year regularly used internet (published in LETA), which means that it is enough relevant source so we should think about it’s further influence.
More and more in Latvia is mushrooming blogs, forums and other new, social media. Information in this media usually are put into without control and checking so each person, user can express himself as he want. Each individual nowadays can create his own blog and put there information which can influence also the work and agenda of PR specialist. Therefore PR practitioners should become more and more active and essentially should be everywhere, they should know what happens with clients with clients in forums, various communities, social networks and blogs where people are discussing themes about your client and should be able to react to the published information and comments before journalist do it. In this digitalization time PR practitioner should actively act in virtual environment and in such way should make his client's image, reputation and attract new target audience.
It’s new challenge for PR practitioner to search for all channels and internet sources where people can put some information about that can affect your client or your workplace reputation. And you should think about how to detect all these internet places and channels.
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