The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula

Bonnie B. Reece and Terry Daugherty

The purpose of this study was to investigate the diffusion of Internet communication into the curricula of advertising and public relations programs.
  

The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula

Terry DaughertyVanderbilt University and Bonnie B. ReeceMichigan State University

Introduction

As the Internet continues to evolve and spread throughout society, advertising and public relations professionals are questioning which discipline is better suited to handle its persuasive communications content in the future. Advertisers emphasize the similarities between the Internet and traditional advertising media, such as magazines and television, to support their claims to the medium. In contrast, public relations practitioners state that the Internet represents a tremendous opportunity for companies to build relationships with...

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