Web Sites and Organizational-Public Relationships
1
A Model for Assessing Web Sites as Tools in
Building Organizational-Public Relationships
Abstract: This essay draws upon previous theorizing in public relations (Broom, Casey &
Ritchey, 1997; J. Grunig & Huang, 2000) to outline a model of antecedents, processes and
consequences of using web sites to build and maintain organizational-public relationships. A
variety of organizational, systems and user factors influence the process. Users become aware of
and access a site, learn about content and the source, interact with the system and possibly other
people, and form attitudes about the content and system. The effects or consequences of online
communications can be measured terms of a user’s knowledge of content or the source, attitudes
toward the organization, subsequent communications activities, and engagement in behaviors
that benefit the organization.
Can web sites be used to create organizational-public relationships?
Online communications have emerged as a major avenue for organizations to communicate with
key publics. At the same time, the idea of organizational-public relationships has been identified as a
potentially useful focus for understanding public relations practice.
This essay examines the nature of relationship building in a mediated communications
environment on the World Wide Web, and outlines an approach for how researchers and practitioners
can better understand the potential of online communications in public relations. It begins by examining
the nature of online communication as an organizational communication tool. It then reviews the
literature and extends current conceptualizations of relationship building in public relations. Finally, it
outlines a typology of elements in the relationship building process involving the web that serves as a
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