Final answer:
The statement that a PR practitioner only needs to understand desktop publishing while delegating other technologies to specialists is false. A PR professional must be well-versed in various technologies that affect communication and audience engagement in a technology-driven society. Strategies and platforms should be aligned with the message, audience, and goals.
Step-by-step explanation:
It is false that for a PR practitioner, the most important knowledge of new technology is limited to desktop publishing, with expertise on other new technologies being delegated to specialists. The technology landscape is diverse and PR professionals must grasp an array of technologies that impact message creation and distribution. Desktop publishing has revolutionized the way documents are produced, enhancing the professionalism and efficiency of PR messages. However, understanding and utilizing new technologies and media platforms are equally important. Tech-savviness in areas such as social media, digital marketing, multimodal composition, and analytics is indispensable. These tools are crucial for audience engagement and effective communication in contemporary society, where media and technology are deeply intertwined.
Technical writers, PR practitioners, and businesses must integrate various technologies to achieve their goals. For example, the publishing industry's shift from paper to electronic media requires familiarity with e-book formats and publishing platforms. Similarly, the rapid development of social media has changed the advertising landscape, requiring innovative strategies for gaining audience attention.
Ultimately, technology should align with the writing process, purpose, audience, and organization of PR work. Choices in digital publishing and communication modes must reflect strategic objectives and audience preferences. PR practitioners are expected to be adept at selecting the appropriate technology and media to effectively advocate their projects and messages.