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A survey of American college public relations professionals sheds light on perceptions of the importance, function, and actual utilization of Internet features. The practitioners clearly delineated the functions of the website and new media tools; providing information emerged as the most important function for college/university websites and engaging and interacting with publics emerged as the most important function of new media tools. Differences exist among features perceived as important and features actually offered. The respondents also indicated that they do not believe that they receive adequate time, training, staff, resources, and support to effectively maintain dialogic web-based practices.

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