Modern communication tools in the world of PR would include the huge factor of technology. Due to technology PR Practitioners can use things such as social media, Skype, and a range of other possibilities because of technology. These new forms of communication tools allow practitioners to reach a much larger range of public’s. Also an advantage to modern communication tools is its ability to reach the younger generation. Nowadays younger people want pr that specifically caters to their needs and takes into account the world in which they live. Whereas traditional communication tools such as just news releases, flyers, and brochures do not seem to reach the audiences of today as quickly and efficiently as modern tools. Both modern and traditional tools have the ability to reach many audiences as well as get messages out to the public. In terms of best suiting for today’s world modern tools are engaging, interactive, and exciting. The main difference in my opinion between the two is that modern tools give the audience more say in how they interpret media and respond. Whereas traditional media doesn’t have much room for audience engagement and feedback.
I feel that the main reason a relationship exists between PR Practitioners and Journalism is because they are very similar. In Public Relations effective writing skills are key to success as well as with journalism. Both field involve effective communication skills whether directly in PR or indirectly through newspapers in Journalism. I believe this relationship has become more evident, because of the use of newspapers as a medium for PR professionals. I conclude that both fields are beginning to embrace one another as a means to success, and this obvious need from both parties must be met. Even though a lot of PR professionals started out in journalism I believe today the need for both to work together is quite clear.