I'm a lecturer in the University of Haifa and the Emek Yezreel Academic College. I received a PhD Suma cum laude from the University of Haifa for my dissertation titled "Online Responsiveness and Interactivity in Organizational Public Relations". The dissertation embraces the co-creational perspective from public relations theory and it explores the terms "responsiveness" and "interactivity" in the context of dialogue and relationship building between organizations and publics. The dissertation was supervised by Prof. Sheizaf Rafaeli, director of The Sagy Center for Internet Research and head of the Graduate school of Management (business administration).

I was a visiting scholar at the College of Journalism and Mass Communications in the University of Florida during the fall semester of 2010.

I have a Bachelor's degree in Political Science and International Relations from The Hebrew University of Jerusalem (1992, with distinction) and a Master's degree in Communication Studies and Journalism (2000), including a thesis titled "The discourse between an organization and its environment: Buying and selling encounters in Israel", supervised by Professor Shoshana Blum-Kulka and Professor Anat Rafaeli.

My main research interests are online public relations, Internet, social media, organization-public relationship building, new media usage among nonprofit associations and businesses.