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PR and web technology: a match made in virtual heaven?

Desai, R. (2010) PR and web technology: a match made in virtual heaven? Asia Pacific Public Relations Journal, 11 (2). pp. 35-50.

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Online communication has become an accepted term amongst Australian public relations practitioners and academics alike. However, effective models by which to research and practice in a virtual environment are yet to be fully developed. Instead, traditional communication techniques have been modified to include new media technology such as websites and corporate blogs and more recently social media, in an attempt to address the ever-growing need for organizations to ‘have an online presence’ or at least online elements to their communication campaigns (Chia, 2006; Kent, Taylor and White, 2002).

This paper will argue that simply modifying traditional public relations techniques is an inadequate approach to developing online community engagement campaigns. It will instead demonstrate the necessary interdependence of communications, web technology development and design in order to show how a website designed for online community engagement, might be created. This is a central theme underpinning the rationale behind the development of the Australian Asbestos Network website, an NHMRC funded public health communication initiative due to launch in November 2010 and designed to engage the Australian community on the issue of Asbestos-related diseases and their various causes.

Publication Type: Journal Article
Murdoch Affiliation: School of Media, Communication and Culture
Publisher: Deakin University
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