Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Content analysis of activist organization Web sites determined how activist groups use online resources in media relations. Seventy-four activist Web sites were analyzed. About one-third (32.4%) included organized online press rooms. The most common media relations materials were: organizational history (70.3%), organizational mission statement (54.1%), organizational publications (47.3%), press releases (33.8%), and policy papers (31.1%). Activist Web sites did not provide strong dialogic features for journalists, but dialogic features were more available for the general public. Six recommendations are made for improving online activist press relations.