How activist organizations are using the Internet to build relationships

Maureen Taylor, Michael L. Kent, William J. White

Research output: Contribution to journalArticlepeer-review

324 Scopus citations


This study examines the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics. A study of one hundred environmental organization Web sites identified common features and examined the incorporation of dialogic communication into this new medium. The data suggest that while most activist organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication. Moreover, it appears that the activist organizations are better prepared to address the needs of member publics rather than media needs.

Original languageEnglish (US)
Pages (from-to)263-284
Number of pages22
JournalPublic Relations Review
Issue number3
StatePublished - Sep 2001

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing


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