Yendo donde están las audiencias. Internet: el nuevo aliado de las relaciones públicas

Abstract

This article analyses the impact of the online revolution making a parallel with the great revolutions that
generate deep worldwide changes and modify the settled rules. It describes his characteristics, it identifies elements and
players, and it proposes a reflection: Nowadays, organizations messages and reputation are in the hands of consumers? In
the scope of Web 2.0, it is possible that TV audience has become a producer, readers have become publishers, and a teenager could become an opinion leader? And the communication mix, how is made up? It is about a new world, a changing
scenario that becomes a new opportunity for the professional of Public Relations in its management, and for the organizations in its entailment with their stakeholders.