| This study examines how selected news organizations in comparable Southeastern media markets use the public relations Internet Web sites maintained by their local, four-year, public, comprehensive university. News media in six Southeastern urban markets were surveyed and the data indicated strong correlations between the media's perception of a university's public relations Web site and the usefulness of that Web site to the media. The data also indicated that news media use of university public relations Web sites is increasing and that is predicted to continue. |
