The dialogic potential of weblogs in relationship building

Trenton Seltzer, Michael Mitrook

Research output: Contribution to journalArticlepeer-review

150 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
JournalPublic Relations Review
StatePublished - 2007


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