Online Public Relations

Abstract

Abstract Public relations units within corporations, not‐for‐profit organizations, and government institutions have embraced the Internet to communicate important information and to build relationships with key publics. Online public relations employs Web sites and other Internet technologies, such as e‐mail discussion groups and chats, file transfers, and remote kiosk terminals. Factors that shape online organizational‐public relationship building relate to the organization, the system being used, and the user. The process of relationship building includes awareness and trial, cognitive learning, interactivity with technology and others, and impression formation. Outcomes of relationship building can be measured in terms of knowledge, attitudes toward the organization, communication activities, and the adoption of routinized behaviors that benefit the organization (and user). In addition to promotion and relationship building, online relations is particularly important to organizations when managing crises and issues. Public relations managers confront numerous concerns in managing online relations. These include content control, branding, assurance of message quality, usability, systems integration, security, legal and regulatory compliance, and assessment and measurement. Implications for organizational‐public relationships in society also are discussed.