Public Relations and Technology: Practitioner Perspectives

How use of communication technologies can affect public relations roles is described and practitioner challenges associated with diffusing new technologies are discussed; practitioner perceptions of technology, organizational status, and power are discussed.

Abstract

Abstract The purpose of this research was to gather detailed information about public relations practitioners' new technology use. Seventeen semistructured in-depth interviews were conducted. This study describes how use of communication technologies can affect public relations roles. It discusses practitioner challenges associated with diffusing new technologies; practitioner perceptions of technology, organizational status, and power; and how public relations professionals are employing new technologies to improve research, increase productivity, and advance two-way symmetric communication in their organizations.