Virtual Issues in Traditional Texts: How Introductory Public Relations Textbooks Address Internet Technology Issues

Abstract

This study explores how textbooks for undergraduate, introductory public relations courses address Internet and Web technologies. It also examines the topics and skills that commonly used textbooks address, and explores challenges associated with staying current in a changing environment. Findings reveal that textbooks still focus on the “new” aspect of Internet and Web technology, emphasizing terms rather than practical applications. Although some good examples of Web technology are provided, up to one-third of the Web addresses listed are not in working order. This paper also recommends how educators and publishers might address the challenge of information obsolescence in textbooks.