"@Work in cyberspace": Exploring practitioner use of the PRForum

Abstract

This study explores the impact of PRForum, a subscription-based newsgroup on the Internet, on the public relations community by examining the nature, function, and content of the online communicative exchanges and by probing the uses and gratifications associated with participation. A descriptive content analysis of 292 postings to the group during a 15-day period found that although a broad range of topics are discussed, nearly half of messages posted to the newsgroup focus on the Internet and its applications of the field. A small nucleus of senior practitioners contributed nearly one in every five of these messages to the group, often dominating many of the diverse conversation threads. A survey of participants indicated that the forum is used for three primary functions: to facilitate the exchange of information and advice; to create a forum to debate issues affecting the profession; and to cultivate and foster a sense of self-validation and enhanced efficacy both at a personal and professional level. © 1996 JAI Press Inc. All rights of reproduction in any form reserved.