• Summary
  • Contents
  • Subject index

Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.


This chapter will look at the “relations” part of online public relations. Online media technologies, individual characteristics, and cultural characteristics of social groups are discussed as relational antecedents that must be in place before relationships are established online. Concepts borrowed from the field of interpersonal communication are then covered to help understand the underlying processes of online public relations. Finally, relational outcomes such as trust, commitment, satisfaction, and mutual control show the potential value of public relations in terms attuned to the experiences of real people using online media to communicate.

Focusing on Relationships

If we define public relations as a process of building and maintaining mutually beneficial relationships, then we ought to be able to say just what we mean by “relationships.” Although no single ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles