Selected determinants of the use of the Internet by local authorities to carry out the PR tasks : analysis on on the base of Malopolska

A public relations is often described as a desired form of communication between a citizen and an authority in modern society. It is also indicated that technological inventions may become an eff ective and easy means of communication. It is therefore reasonable to investigate an extent of Internet utilization in PR tasks by the authority. The results of an analysis performed in the context described above revealed low degree of Internet utilisation in establishing and sustaining positive relations with surrounding environment. Certain social conditions infl uence the degree of realisation of these tasks. The most important are type (status) and size of the community. No associations between the budget and the quality of virtual PR realised by the community were found.