The dialogic potential of weblogs in relationship building

Trent Seltzer, Michael A. Mitrook

Research output: Contribution to journalArticlepeer-review

151 Scopus citations


A gap exists between the relationship-building potential of traditional Web sites, the objectives of public relations practitioners, and the actual design of organizational Web sites. This study extends the investigation of online relationship building through a content analysis of 50 environmental weblogs. A comparison of weblogs to traditional Web sites suggests that weblogs incorporate dialogic communication principles to a greater degree than traditional Web sites, potentially making them better suited for online relationship building.

Original languageEnglish
Pages (from-to)227-229
Number of pages3
JournalPublic Relations Review
Issue number2
StatePublished - Jun 2007


  • Dialogic communication
  • Relationship building
  • Weblog


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