Public Relations and Technology: Practitioner Perspectives

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.