Transcript Web Sites as a Tool in Building Organizational

A Model for Assessing
Web Sites as a Tool in Building
Organizational-Public Relationships
Kirk Hallahan
Colorado State University
An Extension of PR Research
on Relationships to Web Sites
Organizational-public relationships are
defined as the routinized, sustained patterns
of behavior by individuals related to their
involvement with an organization. This
definition expands current conceptualizations
of relationship to include cognitive, affective
and conative dimensions.
A Three-Part Model
Antecedents – Factors that shape relationship
building include characteristics of the
organization, the system and the user.
Processes – Relationships are formed through a
sequence of steps that include awareness of the
organization’s online presence, cognitive
learning about content and the organization,
interactivity, and impression formation.
Consequences – Measures of relationship
quality can include user knowledge, attitudes,
communication activities and behavioral intent
and actions beneficial to the organization.
Implications
Web sites have become important tools in the
public relations media mix. Implications of the
model for examining relationships in other
contexts are also discussed.
Download full text at:
http://lamar.colostate.edu/~pr/webmodel.doc.
[email protected]
ICA Public Relations Division - 2003
Antecedents, Processes and Consequences of Web-Based
Organizational-Public Relationships
Antecedents
Organization
Commitment to web
communications
Strategic purposes/uses
Communication
functions performed
Systems
Technologies
Accessibility
Design/ease of use
User
Pre-existing relationships
with organization
Other communications
with organization
Self-identity
Orientation/goals
Knowledge of and
involvement in content
Attitudes toward web
sites
-- Preference
--Credibility
Attitudes toward
computing and
computers in general
Computer skills and
self-efficacy
Personality
Processes
Consequences
Awareness
Recognition of online
presence
Trial use/adoption
Knowledge of content,
organization
- Recognition/recall
- Comprehension of key
messages

Cognitive processing
Message learning
Source/organization
learning

Interactivity
System interaction
Verbal interaction

Impression formation
Attitudes toward online
content
Attitudes toward system/
site
Attitudes toward the
organization
General
- Liking
- Relevance
- Identity
- Affinity
- Intent
Assessments of performance
- Commitment
- Trust
- Satisfaction
- Control mutuality
Communication activity
Repeated web site visits
Other communications
with organization
Communications with
others
Behaviors beneficial to
organization (and user)
(Buying, investing/ donating,
working, voting, self-care/risk
avoidance)