Public relations in the digital era: New methods and tools

The beginning of the 21st century marked an evolutionary "leap" in Internet technology - the transition from static web pages whose content was determined solely by their creator to dynamic, interactive user-created web pages and the emergence and proliferation of social networks as a special and multi-purpose cyber info-sphere.In such a new and dynamic environment, naturally the need for new ways of functioning of public relations has emerged, finding new approaches and methods that would successfully fit into the new digital environment and take advantage of all the newly created potential. This next evolutive stage of the Internet - Web 2.0 brought interactive access web-pages, blogs, social networks/media, targeted advertising and pod-casts have become new and vital fields of contemporary PR. The new interactive technologies have enabled not only more accurate identification of target groups but also direct access to the collection of unimaginable quantity and quality of data that describes not only groups but individuals as well. This quantum leap in knowledge of target audiences made possible more precise "tailoring" of messages for each of them, thus dramatically increasing the effectiveness of these messages. This paper will analyze the principles, functions and possibilities of modern digital public relations, the methods and tools for it`s application as well as practical examples.

Localized scleroderma: assessment of the therapeutic response to phototherapy

BACKGROUND: Scleroderma is a chronic autoimmune disease characterized by progressive connective tissue sclerosis and microcirculatory changes. Localized scleroderma is considered a limited disease. However, in some cases atrophic and deforming lesions may be observed that hinder the normal development. Literature reports indicate phototherapy as a therapeutic modality with favorable response in cutaneous forms of scleroderma. OBJECTIVES: This study had the purpose of assessing the phototherapy treatment for localized scleroderma. METHODS: Patients with localized scleroderma were selected for phototherapy treatment. They were classified according to the type of localized scleroderma and evolutive stage of the lesions. Clinical examination and skin ultrasound were used to demonstrate the results thus obtained. RESULTS: Some clinical improvement was observed after an average of 10 phototherapeutic sessions. All skin lesions were softer at clinical palpation with scores reduction upon pre and post treatment comparison. The ultrasound showed that most of the assessed lesions presented a decrease in dermal thickness, and only five maintained their previous measure. Treatment response was similar regardless of the type of phototherapeutic treatment employed. CONCLUSIONS: The proposed treatment was effective for all lesions, regardless of the phototherapeutic modality employed. The improvement was observed in all treated skin lesions and confirmed by clinical evaluation and skin ultrasound.

Liver regenerative nodular hyperplasia consecutive to preoperative chemotherapy: Impact on outcome of liver surgery for colorectal metastases

4097 Background: Regenerative nodular hyperplasia (RNH) represents the worst evolutive stage of vascular lesions induced by prolonged chemotherapy on the liver. Its incidence and impact on the outcome of resection for colorectal liver metastases (CLM) are however unknown. We evaluated the effect of RNH on postoperative morbidity and assessed its evolution in time at repeat hepatectomy. Methods: All patients that underwent hepatectomy for CLM between January 1990 and November 2006 after 1 line of chemotherapy of more than 6 cycles were included. Detailed histopathologic analysis of the nontumoral liver was performed at first and repeat hepatectomies according to a standard format. Results: Of 146 included patients, 24 (16%) received 5- fluorouracil (5-FU) and leucovorin (LV) alone, 92 (63%) had 5-FU, LV and oxaliplatin, 18 (12%) had 5-FU, LV and irinotecan, and 12 (8%) were treated by 5-FU, LV, oxaliplatin and irinotecan. Overall, RNH occurred in 22 of 146 patients (15%). Patients treated by oxaliplatin more often had RNH compared to oxaliplatin-naïve patients (22% vs 4%) (P=0.003). The presence of RNH was associated with increased postoperative hepatic morbidity (23% vs 11%) (P=0.05). None of the RNH patients died within 60 days postoperatively. A preoperative gamma-glutamyltransferase level >80 U/L and a total bilirubin level >15 μmol/L were independent predictive factors of RNH at first hepatectomy. Two of 22 patients with RNH underwent repeat hepatectomy. RNH disappeared at second hepatectomy in both patients following prolonged treatment with irinotecan. Conclusions: Patients with CLM that receive prolonged courses of preoperative oxaliplatin have an increased risk of RNH and associated postoperative hepatic morbidity. Upfront treatment with short courses of highly effective regimens may therefore be most appropriate. In addition, the continuation of oxaliplatin should be discouraged in case of RNH to avoid its negative effects on further surgery. No significant financial relationships to disclose.

Interrelationship between radiologic findings and prognosis of epilepsy in children with neurocysticercosis

INTRODUCTION: Epileptic manifestations of Neurocysticercosis (NC) appear to depend on number and localization of the cysts. The objective of this study was to investigate the relationship between CT findings, number of parasites and the evolutive stage of the cysts, and the prognosis of epilepsy in children with NC. METHOD: We studied 28 patients with the parenchymal form of NC, considering: epilepsy duration; seizure frequency before and after AED treatment; seizure control; number of AED and recurrence after AED withdrawal. Clinical information was crossed with the number of lesions and disease activity in univariate comparison. RESULTS: The analysis of the clinical data in relation to the number of lesions and disease activity showed no statistical difference among the variables (p>0.05). CONCLUSION: We conclude that the course of epilepsy due to NC in childhood cannot be based exclusively on the number or stage of the parasites.