Building Electronic Relationships
Other theories include a strategic framework to facilitate relationship
building with publics through the World Wide Web. Most academic
treatments of this medium have thus far lacked any theoretical framework.
Strategic communication, as a public relations component, could benefit from
Relationship building between organizations and publics could profit
from strategies provided for communications professionals used to create
dialogic relationships with Internet publics, including the following strategies:
the dialogic loop, the usefulness of information, the generation of return
visits, the intuitiveness/ease of the interface, and the rule of conversation of
visitors (Kent, 1998).
Infomediaries want to help web publics and act as economic
matchmakers, hence the resultant online customer paranoia. Electronic
cookies are ubiquitous. Content providers resell user information on a regular
basis (Lach, 1999). It is no wonder that public incredulity abounds. How then,
amongst all the little cyber crumbs do legitimate public relations practitioners
establish a credible web portal for their publics?