The potential of Web sites as a relationship building tool for charitable fundraising NPOs

The Internet and especially the new challenges within Web 2.0 provide organizations with the possibility of encouraging two-way communication and engaging publics in dialogue. Charitable fundraising nonprofit organizations (NPOs) can particularly benefit from the Web's relationship building potential. This study aims to explore the potential of Web sites as an online-communication tool of Swiss NPOs. Via content analysis, the Web sites of 134 Swiss charitable fundraising NPOs were examined in order to point out how those organizations are using the Web to create dialogic relationships with their most important stakeholder groups, which are potential donors and the media. Results indicate that the potential of the Internet for dialogic communication is not used efficiently by most NPOs. Nevertheless, NPOs seem to be acknowledging the importance of engaging publics in dialogue, as most of them replied to information requests from potential donors and the media.¹     

The relationship between Web site design and organizational responsiveness to stakeholders

The Internet and World Wide Web are emerging as important public relations tools for both profit and non-profit organizations. Little evidence exists, however, about the extent to which new technologies help organizations build relationships with publics. This article examines the relationship between Web site design and organizational responsiveness to stakeholder information needs. Two organizational types with differing levels of resource dependency (general environmental activist and watchdog groups) are examined. Our analysis assesses each organizational type’s general dialogic capacity as well as the responsiveness of the organizations to requests for information.     

Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?

Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.     

Relationship building and the use of Web sites: How Fortune 500 corporations use their Web sites to build relationships

This study examines the dialogic features of corporate Web sites in order to determine the Web site practices of the corporations for building relationships with their publics. Content analysis of 100 Fortune 500 companies’ Web sites revealed that the corporations designed their Web sites to serve important publics and foster dialogic communication. The corporate Web sites appear to promote control mutuality, trust, satisfaction, openness, and intimacy. However, the corporations need to maintain repetitive interactions with their publics to enhance trust, commitment, and exchange relationship.     

Community college web sites as tools for fostering dialogue

This research brief reports the results of an analysis of community college Web sites as places for fostering dialogic relationships with key publics. Our research suggests that community colleges have created easy to use, information sites that appeal to a variety of publics. With a more attention to the dialogic potential of the Internet, community colleges can better adapt to the needs of their various publics.     

Building dialogic relationships through the world wide web

This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication.This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.     

Congressional Web Sites and Their Potential for Public Dialogue

The Internet has emerged as one way that organizations can engage their publics in dialogue. The purpose of this article is to explore Congressional Web sites as spaces for government-constituent dialogue. An analysis of Congressional Web sites (N = 100) and interviews with Congressional offices (N = 32) shows that Congressional representatives recognize the value of the Internet and the World Wide Web for communicating with constituents. However, Congressional Web sites do not appear to be facilitating dialogue between elected officials and their constituents. Interviews with legislative aides responsible for the creation and maintenance of Congressional Web sites suggest that elected officials are using their Web sites primarily as information dissemination tools. The implications for organizational communication scholars, citizens, and government officials as they consider the dialogic capacity of a mediated governmental environment are discussed.     

Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles

Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes.     

United Airlines’ and American Airlines’ online crisis communication following the September 11 terrorist attacks

The terrorist attacks of September 11, 2001, provided a challenging series of events for the crisis communication efforts of American Airlines and United Airlines. Based on crisis communication theory and organizational use of the Web, this study examined how the two companies used their Web sites during the first three weeks after the incidents as one means of conveying information following the attacks.Theoretically, analysis of incident-related segments of the two sites showed that the airlines evidenced key elements of crisis response. They provided instructing communication by giving facts, stating how their publics should take action, and providing information regarding how the problem was being corrected. Additionally, they offered adjusting communication through a series of condolence messages and links to relief organizations before emphasizing normal operations.From an online perspective, this study revealed that the Web enabled both companies to provide an immediate response to the attacks. The Web also allowed United and American to offer frequent updates about the incidents to their publics and to communicate their crisis response process to various publics simultaneously.     

Computer mediation vs. dialogic communication: How media affordances affect organization-public relationship building

The ontological conflict between computer mediation and dialogic communication—a normative ideal for ethical organization-public relationship building rooted in interpersonal literature—has attracted much scholarly attention, and in particular has generated the notion that mediated dialogue is a self-contradictory concept. In this study, we question this argument and provide empirical evidence by conducting a survey that links media channels’ affordances to their capability to carry organizations’ dialogic orientations. Results show that bandwidth and social presence affordances facilitate dialogic communication while anonymity slightly inhibits it, whether the communicative context is proactive or reactive. Social presence exerts the greatest impact on how publics perceive organizations’ dialogic orientations, and anonymity’s negative role was overstated by previous studies. Assessing media channels’ dialogic affordances, we found video conferencing and instant messaging to be the most dialogic channels for mediated organization-public communication.     

Assessing dialogic communication through the Internet in Spanish museums

Dialogic communication is being boosted by the strong development of the social web. The web 2.0 is generating significant changes in the manner that organizations engage in dialogue with their publics, opening the way towards the interactive communication. In this way, web 2.0 tools will foster the dialogic communication between museums and their publics. Through them, the relationship between museums and publics is changing towards more interactive and collaborative forms.     

Smartphones and young publics: A new challenge for public relations practice and relationship building

This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21–31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics.     

An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China

Global corporations publicize on social networking sites (SNSs) to foster dialogic communication with publics as a form of building relationships. Yet the link between the content and style of the corporation communication from different cultural backgrounds and publics’ responses in the form of likes and retweets is under-researched. This empirical study explored how global corporations from China and Germany employ factors such as useful content topics and culturally-influenced communication styles to cultivate dialogic communication with publics on Sina Weibo, the largest SNS in China. Although both German and Chinese corporations similarly posted a range of content on products/services, corporate appeal and relationship building with no distinct significant differences in their communication styles, publics’ response varied noticeably in that they were more receptive to content on products/services disseminated by German corporations yet had greater responses to content on corporate appeal posted by Chinese corporations. In addition, publics were more inclined to react favorably to messages presented in an individualistic style of communication by German companies and messages in a collectivistic style by Chinese companies. The implications of how to effectively use SNS to engage in dialogue with publics are highlighted.     

A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites,blogs, and social media: Implications for theory and practice

The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.     

Timeliness,responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building

This study investigates how social media can be better managed to cultivate positive organization-public relationships. It advances an expanded and integrated conceptual model to test how the communication features of corporate pages on social networking sites may influence publics’ perception of the organization’s communication ethicality, which further predicts organization-public relationships as a compound index of trust, commitment, and satisfaction. The results, based on structural equation modeling, showed that three important communication strategies are success factors that could shape perceptions of communication ethicality: timeliness, responsiveness, and the use of human voice in a dialogic framework. In particular, publics’ perception of the organization’s communication ethicality emerged as a key mediator driving communication effects to foster positive relationships with stakeholders in an online environment.     

A Study on Dialogic Communication,Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC)

Although there is a wide range of discussion on dialogic communication, or dialogue, in the field of public relations, little research has dealt with the empirical measurement of organization–public dialogue. The primary purpose of this study was to test the proposed scale for measuring organization–public dialogic communication (OPDC). Additionally, this study aimed to demonstrate the link between dialogic communication and trust/distrust between organizations studied and their publics. For the research purpose, two anonymous online surveys were used to collect the data. The participants were American consumers randomly selected from a representative research panel of online survey participants (N = 704). According to the results, the proposed 2-factor, 28-item scale of OPDC was valid and reliable. Also, for further empirical validation, this study found that the proposed scale of OPDC is significantly related to public trust and distrust. Given the scarcity of the empirical research on OPDC, the results of this study can contribute to further research in communication management.     

Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

Listening to learn: “Inactive” publics of the arts as exemplar

This exploratory study offers a research methodology by which organizations can more effectively listen to their publics. Using a dialogic interface, the methodology allows informants to relate how their intersections with organizations make sense to them on their own terms.     

Activist e-mail action alerts and identification: Rhetorical relationship building strategies in collective action

This study analyzed 111 e-mail action alerts from three activist groups on opposing ends of the political and religious ideological continuum for examples of Burke's three identification strategies. Findings show the organizations employed identification by antithesis with the greatest frequency, indicating that activist groups most often take a reactionary or confrontational approach to establishing identification with publics.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.