You have a good command of Academese, Kebab. I think I've fixed the problems without changing your intent:
A case study entitled "PR Practitioners’ Experiences of, and Attitudes towards, the Internet Crisis Communication", carried
out by authors Kristin Fjeld and Mike Molesworth (2006), explores conceptions of what the internet's influence,
barriers, promises and limitations might be, if it is used in crisis communication.
Positive internet contributions to crisis
communication and internet influence in changing PR practise have not been confirmed unambiguously. The study offers a range of attitudes towards using the internet
but with no definite conclusions. Because of the small sample of participants, its results should
be used only as a base for other, broader quantitative research (Fjeld, Molesworth,
2006) rather than vague generalization.
The authors’ comparison of PR theory with PR
practise reveals several limitations of the internet. With reference
to Grunig and Grunig’s excellent study (cited in Fjeld, Molesworth
2006, p.392) research has shown that PR practitioners are
familiar with this theory but sceptical of putting it into practise. Fjeld and Molesworth
(2006) provides a number of negative comments from PR practitioners about
using the internet in crisis communication in a symmetrical two-way communication
model. These [major?] statements support theories of adaptable communication presented
by Cameron et al and Cancel et al. With regards to PR practitioners’ experience,
Fjeld and Molesworth(2006) deduce that communication in an organization depends on its needs and should be more flexible.
The research was designed
as a qualitative unstructured in-depth face-to-face interview (Fjeld, Molesworth, 2006). Data was collected first
(Fjeld, Molesworth, 2006), and interviews were conducted between 28 June and 6 August 2004.
The sample consists of ten
experienced PR practitioners. Seven of the interviews took place in Norway and three took place in the UK. Table 1(Fjeld, Molesworth, 2006, p.395) in the study shows
that seven of the subjects worked in-house and three worked for PR agencies.
Single case study is employed as a research
method and analysis from inductive to deductive is implemented.
The authors discover a gap between theory and practise and develop theoretical
propositions about the role of the internet in crisis communication.
The authors' attitude is fairly objective, but there is
a quite visible research orientation in supporting the importance of the internet's role in
crisis communication.
Fjeld and Molesworth (2006) use internal validity to support
objectivity of study (the participants had no major objections) and partial study generalisation, which means the identification of categories and themes
that are generally apparent in online crisis communication.
Because of this partial generalisation, outcomes should be verifiable in
other research settings and if so, the value of their research is supported.