Preliminary communication

PR Models in Online Environment

Bernard Miočić ; magistar znanosti, OTP banka d.d., Zadar, Hrvatska

Abstract

In this paper, the author is researching and analyzing the use of public relations
(communication) models on the internet, with a special emphasis on the two-way
interactive communication and the building of dialogue between organizations and
the public. The results of the research on the sample of 106 public relations practitioners
reveal that the mostly exercised model is the public information model
(83%). This indicates that public relations departments still fail to exploit the most
important characteristic offered by this new media environment – interactivity.
The result of the MANOVA procedure does not support the hypothesis that there
is a relationship between the PR department’s role and the choice of the PR model
which is used on the internet. However, the creation and management of two-way
interactive communication and dialogue still remains the task of public relations
practitioners. The internet, by itself does not create new forms of communication.

Keywords

internet; PR roles and models; two-way interactive communication; dialog

Hrčak ID:

26319

URI

https://hrcak.srce.hr/26319

Publication date:

25.6.2008.

Article data in other languages: croatian

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