The advancement of information and communication technology has made Public Relations field more complex than ever. A conventional PR that everyone calls PR 1.0 has moved into PR 2.0. The birth of many channels of communication in Internet such as Blog, RSS, Forum, Social Media, Instant messaging have made overwhelm information to the people. It also makes the message uncontrolled and it's a PR job to deal this thing.
Recently, many companies begin to start their corporate blog while the others also not ready for doing that. The advantage of having a corporate blog is to identify the pre-issue that may appear in their public. The gap between public expectation and organizational performance is always happens but the corporate blog as a PR tool is expected to be able to deal this problem.
The blog itself has 2 major functions. The first one is “outside in” function which encourages participation to the people into a blog. That first function will lead people to make a comment to start a conversation between public and its organization. A conversation makes the second function which is “inside out”. This second action will influence the people /public perception about organization’s image.
PR today will be fully responsible to maintain issue in electronic communication such as blog that I mention. It also drives organization to be more transparent and accountable to their stakeholder.
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