Global activism and new media: A study of transnational NGOs’ online public relations

Abstract: This study examines how transnational nongovernmental organizations make use of new media tools in their public relation activities and what factors influence their online public relations. A survey of communication representatives at 75 transnational NGOs based in the United States found that promoting the organization''s image and fund-raising were the two most important functions of new media for the NGOs. Organizational capacity and main objective of the organization were significant predictors of NGOs’ new media use in their public relations. However, organizational efficiency and revenue did not significantly predict NGOs’ use of new media. [Copyright &y& Elsevier]