Abstract
Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
