Web Sites and Organizational-Public Relationships
5
research has focused on the role of web sites in fostering culture and organizational effectiveness
(Murgolo-Poore, Pitt & Ewing, 2002) and relations with journalists (Callison, 2002; Hachigian &
Hallahan, in press; Middleberg & Ross, 2002). More recently, researchers have begun to examine
relationship building impact of web sites directly. Len-Rios (2002; Len-Rios & Cameron, 2001; 2002)
used rules theory to demonstrate that effective relationships are contingent upon web sites following
rules that meet user expectations. She found that compliance with expectations is a necessary condition
for creating an effective online relationship. Meanwhile, Jo and Kim (2002; Jo, Kim & Jeong, 2001)
showed the importance of interactivity on relationship building, but found that inclusion of multimedia
elements are not essential.
One of the pressing questions for public relations researchers and practitioners pertains to the
quality of relationships that can be created on a web site or online in general. If it is assumed that
organizational-public relationships operate at a lower threshold than face-to-face or other person-to-
person interactions, relationships primarily established or maintained online probably will be more
limited and weaker than other kinds of multiplex relationships. Nonetheless, the creation of even a weak
relationship might be beneficial.
ORGANIZATIONAL-PUBLIC RELATIONSHIPS
Understanding relationships has been suggested as a framework for theory and research in public
relations (Ferguson, 1984), for conducting applied research (Broom & Dozier, 1990), for dealing with
customers (McKenna, 1990), and for understanding how organizations negotiate and manage their
external environments (Botan, 1992, 1997). Establishing quality relationships also has been delineated
as the basis for excellence in the field (Grunig, Grunig & Ehling, 1992, p. 86) and for defining the field
itself (Cutlip, Center & Broom, 1994; Hutton, 1999; Ledingham & Bruning, 2000).
Previous Public Relations Research on Relationships
Convention