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RESEARCH PRODUCT

Risks and Crises in Virtual Publicity — Can Publicity Crises Be Prevented by Public Relations in the Cyberspace?

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The absolute amount of Internet users is growing dramatically, and the cyberspace has become the privileged domain of counter-publicity. Weblogs have already consolidated their position as a communication channel alongside the traditional established media. Weblogs and the blogosphere also offer a new arena for corporate communication. However, the standing of the blogosphere is different compared to the traditional information exchange relationship between corporate communication and the traditional mass media. This chapter is about the new communication sphere, which implies revision of the traditional schemes of public relations and new ethical guidelines for communication.