Journal
PUBLIC RELATIONS REVIEW
Volume 30, Issue 3, Pages 279-284Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2004.04.002
Keywords
nonprofit organizations; World Wide Web; communications; public relations
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This study explores nonprofit organizations' Web sites to determine the extent the organizations utilize the Web to accomplish organizational goals. A sample of the 100 largest NPOs in the United States was used for the study. Results found the selected NPOs were effectively using the Web to present traditional public relations materials and connect with publics. However, the organizations were largely unsuccessful in making interactive and relational communications with publics. (C) 2004 Elsevier Inc. All rights reserved.
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