Online public relations: The adoption process and innovation challenge, a Greek example

Abstract

This paper examines the influence of Rogers attributes associated with innovation adoption (1995) in the context of demographic characteristics of public relations practitioners (PR) in the Greek financial services sector as they adopt and utilize the internet for PR purposes. Data is gathered via an on-line questionnaire administered to PR practitioners that work in companies participating in the Athens Stock Exchange. A quantitative approach was used in order to depict the attitudes and perceptions of these practitioners toward the use of on-line PR. The findings indicate connections between age, trialability, working experience, and adoption. Identifying the factors that affect the adoption of the internet by PR managers may assist organizations and practitioners to improve their relations with stakeholder publics in the digital world. The value of the paper is in conceptualising theoretical approaches of innovation and internet adoption and helping to create a framework for internet adoption by PR managers.