Technology is bringing about a major change in two major PR themes. Public market, and public as a hindrance. The internet as a form of technology is now an easy and rapidly growing tool for getting ideas out there to the public, but also a disadvantage due to easily accessible (sometimes false) information that could possibly be bad word of mouth for the company.

Why is technology such a substantial tool in PR these days? Because the older generation is dying, and the younger technologically-savvy generation is the new public market. Blogging, search engines, mobile phones, YouTube, Linkedin, Facebook and MySpace are all internet mediums that can spread information with expeditious results. People who use these sites can also be influenced by related links.

While browsing how companies use technology I came across this article about using cell phones for marketing. A Subway corporation in Buffalo texts coupons to customers to get people out of the house on snowy/rainy/slow days. The program is called My Subway Mobile and it's already paid off in huge dividends. One example: The first mobile marketing coupon for new members offers a free six-inch sub with the purchase of a 32-ounce drink.

On the other hand, fast information is not necessarily a good thing. As before mentioned, technology can spread extremely fast. Public hindrance is when the public posts things (true or false about a company) on popular blogs. 62% of search engine users click on the first link on the search they use. If the information posted is bad press for a company, that's what the searcher sees and ultimately has the chance of believing. However, companies have started using this technology to combat the bad press. "You can't get rid of the posting, but you can get things above it and get it down."

Digital marketing is reorganizing the internet world. Corporate blogging is becoming a must for companies as communication becomes more accessible and less controllable.