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A Model for Assessing Web Sites as a Tool in Building Organizational-Public Relationships Kirk Hallahan Colorado 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 organization’s online presence, cognitive learning about content and the organization, interactivity, and impression formation. Consequences – Measures of relationship quality can include user knowledge, attitudes, communication activities and behavioral intent and actions beneficial to the organization. Implications Web sites have become important tools in the public relations media mix. Implications of the model for examining relationships in other contexts are also discussed. Download full text at: http://lamar.colostate.edu/~pr/webmodel.doc. [email protected] ICA Public Relations Division - 2003 Antecedents, Processes and Consequences of Web-Based Organizational-Public Relationships Antecedents Organization Commitment to web communications Strategic purposes/uses Communication functions performed Systems Technologies Accessibility Design/ease of use User Pre-existing relationships with organization Other communications with organization Self-identity Orientation/goals Knowledge of and involvement in content Attitudes toward web sites -- Preference --Credibility Attitudes toward computing and computers in general Computer skills and self-efficacy Personality Processes Consequences Awareness Recognition of online presence Trial use/adoption Knowledge of content, organization - Recognition/recall - Comprehension of key messages Cognitive processing Message learning Source/organization learning Interactivity System interaction Verbal interaction Impression formation Attitudes toward online content Attitudes toward system/ site Attitudes toward the organization General - Liking - Relevance - Identity - Affinity - Intent Assessments of performance - Commitment - Trust - Satisfaction - Control mutuality Communication activity Repeated web site visits Other communications with organization Communications with others Behaviors beneficial to organization (and user) (Buying, investing/ donating, working, voting, self-care/risk avoidance)