Dialogic Public Relations and Resource Dependency: New Jersey Community Colleges as Models for Web Site Effectiveness

Abstract

This study examines the organization–public communication of community college Web sites in light of two important bodies of public relations research: dialogic communication and resource dependency theory. Dialogue is important to understand because highly resource-dependant organizations like community colleges need to be able to effectively communicate with a variety of influential publics. This study seeks to better understand how organization and stakeholder information needs are met by effective Web design in highly resource dependant environments. This study reviews the current literature on community colleges, resource dependency theory, and dialogue; conducts a study of nineteen community college Web sites; and discusses the findings and directions for future research in public relations.