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Building Electronic Relationships

7

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

such consideration.

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?

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