Linked factors as predictors of the practice of public relations on the internet: a study of Croatian organizations

Abstract

A change from traditional interactions between organizations and the public to interactions via the Internet needs further exploration in order to understand factors that might influence public relations activities of organizations on the Internet. This study investigates responses of 111 Croatian PR professionals to a survey about the influence of organization-linked factors on the choice of public relations models on the Internet. The results confirm that the social orientation level of top management members, availability of resources to operate, a previous negative experience with the public and practitioners’ knowledge of research methods and techniques are influential predictors of the choice of the public relations models on the Internet. The findings also validate the contention that the organizations’ selection of the public relations models depends on practitioners’ formal education in PR and the experience in dealing with conflict, PR unit size, its location and role in the formulation of PR strategies. It is also shown that organizational culture, a management style, a support for and understanding of the PR function by top management, an existence UDK: 659.4:004.738.5>=111 Izvorni znanstveni rad/ Originale scientific article 9 of a risk and issue management programs or staff, a PR unit’s involvement in organization-wide decisions, a legal department (counselor) support and a number of PR practioners with a higher education degree are not able to predict organizations’ decision to use a particular model of public relations.