A Model for Assessing Web Sites as a Tool in Building Organizational-Public Relationships Kirk Hallahan Colorado State University

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A Model for AssessingWeb Sites as a Tool in
Building Organizational-Public
RelationshipsKirk HallahanColorado 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

ICA Public Relations Division - 2003