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The use of CMC by organizations and organized communities is relevant to the activities
of a broad range of both public and private organizations and institutions, which are often
involved in formal or quasi-formal public consultations. In Canada, for example,
petroleum-related firms, both small and large, are required to consult the community
before they go ahead with projects. For example, TransCanada, a large petroleum
pipeline company, must provide opportunities for public input whenever it adds to or
changes its pipeline routes. Similarly, a light-rail public transit project in a western
Canadian city is currently carrying out a public consultation process. We can also
consider the discussions stimulated by the Canadian Broadband Task Force, which
recommended in 2001 that the broadband, or “big pipe,” of Internet access be provided to
Canadians in all regions (Government of Canada, 2002). These examples provide
evidence of the broad importance of the need to understand the potential of online
communications for public relations with organized communities.
Selection of CMC technologies by organizations and organized communities
Social groups are increasingly using CMC as a means of engaging corporations and
governments on issues that are seen to require advocacy or some other response. These
groups coalesce around issues or activities such as encroachments on individual or
consumer rights, and environmental issues. This type of online community may be
distinguished from online communities that develop with the direct intervention and
support of an organization as a means of maintaining or initiating a community that is
supportive of the organization’s objectives. For example, Harley-Davidson owners can
join an online community that is supported by the motorcycle manufacturer itself, and
Convention