Shifting online: an exploratory study into PR consultants' attitude towards new media
MetadataShow full item record
This study set out to explore the current usage and knowledge of new media as a public relations tool and channel amongst practicing public relations consultants in Australia. The research was motivated by a nationwide benchmarking study by de Bussy and Wolf (2009), which concluded that new media was an extremely low priority for Australian public relations practitioners. Taking into account the speed of change associated with new media adoption, the authors examine whether these findings are still true today. This study takes a qualitative approach, based on a critical analysis of semi-structured interviews with WA based Registered Consultancy Group (RCG) members of the Public Relations Institute of Australia (PRIA) (n=7). Findings suggest a cautious attitude towards the benefits of new media amongst RCG consultants. This is largely based on the assertion that the dynamics of basic communication principles and theories have not changed and that there is consequently no perceived pressure to move into the new media sphere half heartedly.
This article is published under the Open Access publishing model and distributed under the terms of the Creative Commons Attribution License http://creativecommons.org/licenses/by/2.5/ Please refer to the licence to obtain terms for any further reuse or distribution of this work.
Showing items related by title, author, creator and subject.
Wolf, Katharina; Archer, Catherine (2012)This study set out to explore the current usage and knowledge of new media as a public relations tool and channel amongst practising public relations consultants in Australia. The research was motivated by a nationwide ...
Arnet, Hayley Ruth (2012)The consultation is a distinguishing feature of general practice compared to other medical disciplines. The relationship between the doctor and patient is crucial to the successful outcome of the consultation. Despite ...
Modelling the co-occurence of Streptococcus pneumoniae with other bacterial and viral pathogens in the upper respiratory tractJacoby, P.; Watson, K.; Bowman, J.; Taylor, A.; Riley, T.; Smith, D.; Lehmann, Deborah (2007)Go to ScienceDirect® Home Skip Main Navigation Links Brought to you by: The University of Western Australia Library Login: + Register Athens/Institution Login Not Registered? - User Name: Password: ...