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Online Media Rooms as a Tactic for Creating Dialogue with Journalists
Unformatted Document Text:  1 Abstract Online media rooms as a tactic for creating dialogue with journalists. While the Internet is no longer considered a “new” technology in the practice of public relations, its continued application towards effectively creating relationships with various audiences, specifically the media, can continue to be considered novel. Using both quantitative and qualitative methods, this study examines how the top 50 global corporations establish dialogic communication with the media through their use of online media rooms. While the study finds that nearly all of the top corporations are using some aspects of an online media room, it concludes that most are not using the Internet to its fullest potential in establishing dialogue with the media.

Authors: Supa, Dustin. and Zoch, Lynn.
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Abstract
Online media rooms as a tactic for creating
dialogue with journalists.
While the Internet is no longer considered a “new” technology in the practice of
public relations, its continued application towards effectively creating relationships with
various audiences, specifically the media, can continue to be considered novel. Using
both quantitative and qualitative methods, this study examines how the top 50 global
corporations establish dialogic communication with the media through their use of online
media rooms. While the study finds that nearly all of the top corporations are using some
aspects of an online media room, it concludes that most are not using the Internet to its
fullest potential in establishing dialogue with the media.


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