Public Relations Practitioners, Activists, and the World Wide Web


As the 21st century approaches, people in all professions are learning to adapt to the newest techniques and technologies that will enable them to be competative and stay on top. The public relations profession is no exception. As the publics that PR practitioners must monitor and communicate with turn to the Internet (and specifically the World Wide Web) as a means of communication, practitioners must recognize the importance of understanding and using the same media.

This research report will explore how activist groups, a potentially damaging public for all PR practitioners, use the Web to communicate. In addition, it will also describe how practitioners can make use of the Web for their own purposes.