Publication Type: Conference Paper/Unpublished Manuscript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.