Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Bagin, Donald


Internet in public relations; Public relations--Case studies


Public Relations and Advertising


This thesis examined the implications and ramifications of the advent of online communication technologies, such as the Internet, on the profession of public relations.

As brokers of information, public relations professionals must adapt to and incorporate online tools into their arsenals. As the consumer public takes to the Internet in search of information, the Internet provides a means by which organizations can gauge which issues are of concern. It is the only alternative to falling out of touch with a restless consumer public that demands ever-higher levels of customer service.

The author presented a case study of the Pentium microprocessor imbroglio that compromised Intel Corporation during 1994 and 1995. Implications of the case study were carried over into an analysis of the state of two-way symmetric communication in public relations.

Interview sessions with selected public relations professionals revealed that the practice of two-way symmetric communication has become a necessity. Two way symmetric communication can no longer be regarded as a luxury by business organizations. Demanding increasing sophistication, society has progressed into the era of "feedback upon demand."