New Technologies and Public Relations: Exploring Practitioners' Use of Online Resources to Earn a Seat at the Management Table

Abstract

A survey of corporate public relations practitioners classified as managers or technicians revealed that although online databases are having positive effects on the practice of public relations, most practitioners are not yet taking advantage of these empowering opportunities. Practitioners need to be aware that online databases provide a new avenue for participation in management decision making. As greater numbers of practitioners begin cruising the information superhighway and put the new technologies available to full use, public relations can experience even greater opportunities to pull up a chair at the management table.