Date Approved

4-28-1998

Embargo Period

8-9-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Resnik, Estelle

Subject(s)

Internet; Public relations firms

Disciplines

Public Relations and Advertising

Abstract

The purpose of the study was to learn if the public relations firm believed that using the Internet had a recognizable effect on its growth and profits. The study attempted to show that if the public relations firm saw that its net profits increased, client base grew, and, as a result, employees' paychecks increased, then it perceived that using the Internet had a positive effect on its growth and profits.

The sample originally selected consisted of 317 United States public relations firms, a sample which consisted of small and large firms ranging from 10 employees up to 100 employees. A survey consisting of 16 multiple-choice questions was mailed to the sample. Follow-up letters and telephone calls were made to the nonrespondents. Percentages were used to summarize the data.The following major findings of the study were

  1. All of the respondents used the Internet for improving their communication with clients and media.
  2. More than half of the respondents believed that using the Internet had a positive effect on their growth and profits.

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