Monmouth University

Director, Graduate Program, Corporate & Public Communication

S. worked at Monmouth University as a Director, Graduate Program, Corporate & Public Communication

Monmouth University

Associate Professor, Public Relations

Assistant Professor of Public Relations.

Faculty Advisor to the Monmouth University Shadow PR Firm and Chapter of the Public Relations Student Society of America (PRSSA).

Teaches undergraduate and graduate-level public relations courses.

Research interests: Exploring Web-based public relations strategies and tactics of colleges and universities.

Bergen Community College

Senior Public Relations Assistant

S. worked at Bergen Community College as a Senior Public Relations Assistant

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness

Public Relations Review

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness

Public Relations Review

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.

Analysis of the image repair discourse in the Michael Phelps Controversy

Public Relations Review

The following study reviews the image repair strategies used byOlympic swimmer Michael Phelps,his sponsors and theorganizations that govern him as anamateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a Britishtabloid. Additionally, the studyreviews media coverage of the controversy to determine whether Phelps was successful inrepairing his image.The study concludes that Phelps’ image repair campaign was a success.Implications for publicrelations practitioners and suggestions for future research also are discussed.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness

Public Relations Review

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.

Analysis of the image repair discourse in the Michael Phelps Controversy

Public Relations Review

The following study reviews the image repair strategies used byOlympic swimmer Michael Phelps,his sponsors and theorganizations that govern him as anamateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a Britishtabloid. Additionally, the studyreviews media coverage of the controversy to determine whether Phelps was successful inrepairing his image.The study concludes that Phelps’ image repair campaign was a success.Implications for publicrelations practitioners and suggestions for future research also are discussed.

Practitioner Perceptions of the Importance, Function, and Actual Utilization of Dialogic Internet Tools and Institutional Resources

Atlantic Journal of Communication

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness

Public Relations Review

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.

Analysis of the image repair discourse in the Michael Phelps Controversy

Public Relations Review

The following study reviews the image repair strategies used byOlympic swimmer Michael Phelps,his sponsors and theorganizations that govern him as anamateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a Britishtabloid. Additionally, the studyreviews media coverage of the controversy to determine whether Phelps was successful inrepairing his image.The study concludes that Phelps’ image repair campaign was a success.Implications for publicrelations practitioners and suggestions for future research also are discussed.

Practitioner Perceptions of the Importance, Function, and Actual Utilization of Dialogic Internet Tools and Institutional Resources

Atlantic Journal of Communication

Whose Site is it Anyway? Expectations of College Web sites

Public Relations Journal

An examination of college Web site preferences of high school students, parents/guardians of high school students, and high school guidance and admissions counselors suggests that offering dialogic Internet features could impact the likelihood of submitting applications. The findings also show that intuitive interface and useful information that generate return visits take precedence over flashy graphics, photos, and interactive features.

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

Public Relations Rewiew

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor’s theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor’s Internet principles, as they relate to the dialogic theory of public relations.

Community college Web sites as tools for fostering dialogue

Public Relations Review

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.

Toward a Dialogic Theory of Fundraising

Community College Journal of Research and Practice

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey’s community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.

How the world's top 100 university provide dialogic forums for marginalized voices

Public Relations Review

Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts. The general public is largely unaware that community colleges enroll nearly half of all students in higher education—more than 11 million annually (Hutchins & Brock, 2006). It is through media relations that community colleges can tell their story. The purpose of this paper is to explore how internal organizational dynamics influence the use of web sites for media relations of community colleges in New Jersey. The findings suggest that the success of the web-based media relations initiatives is largely dependent on two organizational factors: (a) the level of control that the public relations practitioners have over the web site, and (b) whether or not the practitioners are able to get diverse organizational and stakeholder interests to agree on the web site’s purpose. This paper discusses the implications of these findings for community college institutions.

Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness

Public Relations Review

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.

Analysis of the image repair discourse in the Michael Phelps Controversy

Public Relations Review

The following study reviews the image repair strategies used byOlympic swimmer Michael Phelps,his sponsors and theorganizations that govern him as anamateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a Britishtabloid. Additionally, the studyreviews media coverage of the controversy to determine whether Phelps was successful inrepairing his image.The study concludes that Phelps’ image repair campaign was a success.Implications for publicrelations practitioners and suggestions for future research also are discussed.

Practitioner Perceptions of the Importance, Function, and Actual Utilization of Dialogic Internet Tools and Institutional Resources

Atlantic Journal of Communication

Whose Site is it Anyway? Expectations of College Web sites

Public Relations Journal

An examination of college Web site preferences of high school students, parents/guardians of high school students, and high school guidance and admissions counselors suggests that offering dialogic Internet features could impact the likelihood of submitting applications. The findings also show that intuitive interface and useful information that generate return visits take precedence over flashy graphics, photos, and interactive features.

User perceptions of dialogic public relations tactics via the Internet.

Public Relations Journal

A usability study of New Jersey’s 19 community college websites was conducted to determine users’ perceptions of dialogic relationship-building communication principles in their design and everyday use. The results of the study—which encompassed a two-stage usability test with a sample of 119 undergraduate students—indicate that the full sample of New Jersey’s community colleges are not capitalizing on the interactive potential offered by the Internet. Despite negative user experiences, the data suggests that users did not have strong feelings for or against the sites. Of Kent and Taylor’s five dialogic Internet principals, users only had negative reactions to the lack of Dialogic Feedback Loop features.