Blogging PR: An exploratory analysis of public relations weblogs

Although there are ever more weblogs on the Internet, this is an area that has been little researched in public relations, and where they have been analyzed it has been as a tool for communication rather than a primary information source in the public relations body of knowledge. This paper provides an exploratory study of the structure and content of 67 blogs on public relations to determine what issues they deal with and whether they are a tool for the theoretical development of the field. In addition to their content we have looked at the structure, usability and interactivity of the blogs.