How activist organizations are using the Internet to build relationships

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

doi:10.1016/S0363-8111(01)00086-8

How activist organizations are using the Internet to build relationships

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

Division of Arts & Humanities (Altoona)

Research output: Contribution to journal › Article › peer-review

318 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	263-284
Number of pages	22
Journal	Public Relations Review
Volume	27
Issue number	3
DOIs	https://doi.org/10.1016/S0363-8111(01)00086-8
State	Published - Sep 2001

All Science Journal Classification (ASJC) codes

Communication
Organizational Behavior and Human Resource Management
Marketing

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10.1016/S0363-8111(01)00086-8

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How activist organizations are using the Internet to build relationships

Abstract

All Science Journal Classification (ASJC) codes

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