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Public Relations and Technology: Practitioner Perspectives

Public Relations and Technology: Practitioner Perspectives The purpose of this research was to gather detailed information about public relations practitioners' new technology use. Seventeen semistructured in-depth interviews were conducted. This study describes how use of communication technologies can affect public relations roles. It discusses practitioner challenges associated with diffusing new technologies; practitioner perceptions of technology, organizational status, and power; and how public relations professionals are employing new technologies to improve research, increase productivity, and advance two-way symmetric communication in their organizations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Public Relations and Technology: Practitioner Perspectives

Journal of Public Relations Research , Volume 9 (3): 24 – Jul 1, 1997
24 pages

Public Relations and Technology: Practitioner Perspectives

Abstract

The purpose of this research was to gather detailed information about public relations practitioners' new technology use. Seventeen semistructured in-depth interviews were conducted. This study describes how use of communication technologies can affect public relations roles. It discusses practitioner challenges associated with diffusing new technologies; practitioner perceptions of technology, organizational status, and power; and how public relations professionals are employing new...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/s1532754xjprr0903_02
Publisher site
See Article on Publisher Site

Abstract

The purpose of this research was to gather detailed information about public relations practitioners' new technology use. Seventeen semistructured in-depth interviews were conducted. This study describes how use of communication technologies can affect public relations roles. It discusses practitioner challenges associated with diffusing new technologies; practitioner perceptions of technology, organizational status, and power; and how public relations professionals are employing new technologies to improve research, increase productivity, and advance two-way symmetric communication in their organizations.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jul 1, 1997

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