This paper seeks to explore the attitudes and practices of public relations (PR) professionals in using the Internet as a PR medium in Taiwan. Specifically, the paper addresses three research questions: (1) What do PR professionals think about the function of the Internet and the roles of online communication in comparison with those of offline communication in Taiwan? (2) Will IT-related corporations be more likely to have a wider scope of Internet applications than non-IT related corporations? (3) Do IT corporations perceive the role of PR differently from non-IT related corporations? Using a semi-structured questionnaire, we conducted in-depth interviews with eight corporations’ PR and marketing department professionals in Taiwan from May 18- June 18, 2001. The findings show that (1) Although the Internet is widely used by PR professionals, it does not alter media strategies significantly; (2) PR professionals in IT corporations tend to practise more Internet communication functions than those in non-IT related corporations; (3) IT corporations are more likely to support the management role of PR professionals, as compared to those in non-IT related businesses. The study suggests that the applications of the Internet vary according to industry type, business strategies and roles of the PR professionals within an organisation.
Recommended CitationSun, S. H.; Lau, T.; and Kuo, R., Medium: An exploratory study of PR professionals in Taiwan, Asia Pacific Media Educator, 12, 2002, 168-184.