"The Cloud "

The project by Ingrid Burrington (2016), entitled “Networks of New York: An Illustrated Field Guide to Urban Internet Infrastructure” provides insights that are priceless for the art of public relations (PR). An investigation of the physical systems that support the internet in New York City is being done as part of the project. Through Burrington's (2016) distinctive and perceptive vision, it is easy to see the intricate processes that comprise the internet and are prompted to think critically about the effects of this infrastructure on our lives. It is simple to get distracted by the digital aspect of the PR sector. Modern PR efforts must use internet communication channels including social media, email marketing, and others. The supporting physical infrastructure, however, is what makes these digital channels viable. Here is when Burrington's initiative enters the picture. Burrington (2016) shows the physical foundation of our digital communication networks, highlighting the connection between the real and digital worlds. To make more intelligent judgments, PR professionals need to comprehend this infrastructure. Understanding the technologies that comprise our digital communication channels allows us to foresee future interruptions or faults and create backup plans to deal with them. For instance, it's critical to comprehend how a campaign uses a certain social media platform, who owns it, and the rules that apply to its usage if it's used in a campaign. Making more strategic and long-lasting judgments will be made easier for PR professionals with this information. The significance of PR transparency is also emphasized by Burrington's project. As public relations practitioners, we must be transparent and honest about our aims, tactics, and

stakeholders. Our audiences may trust us more and look to us as reliable sources of information if we are open and honest with them. Transparency may also be extended to the physical infrastructure that supports our communication channels. We can aid in demystifying the sometimes-enigmatic realm of communications and foster deeper bonds with our communities by making this infrastructure more easily available to the general population (Burrington, 2016). Lastly, the physical foundation of our digital communication channels has an impact on the environment. The work of Burrington serves as a timely reminder of the energy requirements of power grids, data centers, and fiber optic cables. The environmental effect of our efforts must be considered by PR experts. We can help create a future that is more sustainable by choosing to cooperate with data centers that put an emphasis on energy efficiency or renewable energy sources. In conclusion, Burrington's (2016) "Networks of New York" is an inspirational and thought-provoking project that provides insightful advice for PR specialists. Understanding the technical underpinnings of our digital communication channels will enable us to make more informed and responsible choices, foster more open dialogue with our stakeholders, and contribute to a more sustainable future. The physical world is the foundation of the digital world, and as PR professionals, we must never lose sight of the fact that our work has broad effects that extend beyond the digital sphere.

References Burrington, I. (2016). Networks of New York. Retrieved from: http://lifewinning.com/projects/networks-of-new-york/