Institute for Public Relations

Kirk Hallahan, professor at Colorado State University, is the recipient of the 2007 Pathfinder Award for outstanding scholarly contributions to professional knowledge. Hallahan, a former practitioner with 19 years of experience, has focused his recent research on the application of online technologies to public relations practice. Here he summarizes much of what he has learned into four observations. 1. Public relations activities cannot be segregated from an organization’s other uses of technology. The uses of new communications technology in public relations must be examined within the context of how organizations use new communications technologies to manage the enterprise as a ...