Web Sites and Organizational-Public Relationships
4
Shaw, 2002; Taylor, Kent & White 2001). Meanwhile organizations are not always effective in
responding to user feedback (Galea, 1999; O’Connell, 1998; Taylor, Kent & White, 1998; Weber, 1996).
Contradictory evidence exists about the potential to create online relationships. Kraut,
Lundmark, Patterson, Kieser, Mukopadhyay & Scherlis (1998) launched an ongoing debate when they
reported early research findings showing that Internet uses reduces social involvement. Generally, the
imposition of technology has been shown to threaten the quality of close interpersonal relationships
(Barnes, Dunn & Glynn, 1999; Lea and Spears, 1995). However, Parks (1996) suggested that computer-
mediated communication can enhance commitment, interdependence and understanding between parties.
Other research suggests the imposition of online communications actually can form structural bonds that
link individuals and strengthen existing commercial relationships between individuals and organizations
(Steinfield, Kraut & Plummer,1996). [See footnote 15 for a review of the contradictory findings
concerning relationships in online chats.]
Meanwhile, organizations are turning to technology with increased frequency as a tool to
enhance relationships. Sisosdia and Wolfe (2000, p. 526) describe a shift under way in the information
technology field away from emphasizing information management to focusing on relationship
management. These authors view new media technologies as “an agent of surrogacy” to be enlisted to
help organizations re-create the operating styles of yesterday when organizations diligently cultivated
individual relationships. Technology is being used by organizations to establish dialogue (Sisodia &
Wolfe, 2001, pp. 551), to become more intimate with customers (Barnes, 2001; Gordon 1998; Treacy &
Wiersemsa, 1993), and to create community (Hagel & Armstrong, 1997).
Early research in public relations pertaining to the Internet examined relationship building
indirectly by interviewing practitioners about organizational strategy (Hill & White, 2000; Johnson,
1997; White & Ramen, 1999) and by content analyzing the presence of relationship-building components
in web sites (Esrock & Leichty, 1998, 200; Ho, 1997; Hoffman & Novak, 1995; Kent & Taylor, 1998;
Liu, 1997; Taylor, Kent & White, 2001; Park & Berger. 2002, n.d.; Vattyan & Lubbers, 1999). Other
Convention