Gauging the public's preparedness for mobile public relations: The “Text for Haiti” campaign

The technology acceptance model was created to measure the public's attitudes toward and acceptance of new technologies. Text messaging has been used in the public relations domain for crisis communication alerts, but there have been few attempts to use it in other domains. Through an electronic survey of previous American Red Cross donors, donors to the “Text for Haiti” campaign had more favorable attitudes than those who did not donate via text messaging. However, the survey participants did not completely reflect the technology acceptance model. Although they perceived that text message campaigns were easy to participate in, the path analysis revealed that these thoughts resulted in less desirable attitudes toward participating in the campaigns.