Introduction
New media has caused and continues to send ripples and shock waves throughout the realm of public relations (PR) practice. Increased public and stakeholder access to the internet has in particular set the demand for information from PR practioners at an unprecedented level (Galloway, 2005). Whilst past research findings indicated that PR practioners were ready to accept and use new media in the performance of their functions (Porter & Sallot, 2003), current signs show that many are still grappling with the impact of new media on their practice.
