Interactive and participatory elements in the virtual press rooms of IBEX 35 companies
DOI:
https://doi.org/10.3145/epi.2017.mar.09Keywords:
Pressrooms, Online pressrooms, Organizational communication, Interactivity, Participation, Prosumers.Abstract
Corporate pressrooms, as informative sources for mass media and society, are facing the challenge of accepting the role of prosumers in the interactive and participatory web 2.0 context. In this paper we analyze online pressrooms and propose a five-level classification of the tools offered to users, from the lowest to the highest possibility of participation. After doing the analysis of the most important Spanish companies, we make suggestions in order to move towards a transparent and collaborative model of online pressrooms.
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