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Online Media Rooms as a Tactic for Creating Dialogue with Journalists |
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Abstract:
| 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. |
Most Common Document Word Stems:
relat (128), site (114), media (109), public (95), inform (73), corpor (69), use (65), communic (61), journalist (57), coder (51), dialog (51), relationship (51), dialogu (44), websit (44), onlin (39), contact (36), room (36), indic (35), one (34), avail (33), internet (32), |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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MLA Citation:
| Supa, Dustin. and Zoch, Lynn. "Online Media Rooms as a Tactic for Creating Dialogue with Journalists" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 Online <PDF>. 2008-09-05 <http://www.allacademic.com/meta/p91555_index.html> |
APA Citation:
| Supa, D. and Zoch, L. M. (2006, Jun) "Online Media Rooms as a Tactic for Creating Dialogue with Journalists" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF> Retrieved 2008-09-05 from http://www.allacademic.com/meta/p91555_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: 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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| Document Type: | PDF | | Page count: | 25 | | Word count: | 8257 | | Text sample: | | 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 | | or site map available in media room From Callison C. (2003). Media relations and the Internet: How Fortune 500 company web sites assist journalists in news gathering. Public Relations Review 29(1) 29-41 Label clearly indicating where media should go* background information available* news releases available* speeches/presentations available* streaming audio* streaming video* mission statement available* 25 how many ways to contact* • *indicates more than one of the authors used or that the variable falls into more than one category |
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