Corporate World Wide Web Pages: Serving the News Media and Other Publics

Abstract

Against the backdrop of the rapid growth of the Internet, this research study investigates the intersection between corporate World Wide Web pages and the publics they serue. Content analysis revealed that, while the typical corporate Web page is used to service news media, customers, and thefinancial community, it is not being used to its fullest potential to communicatesimultaneously with otheraudiences. Through a cluster analysis procedure, the researchers found about one-third of corporate Web sites are assertively used to communicate with a multiplicity of audiences in a variety of information formats.The ultimate impact of developing computer-mediated communication technology is not easily forecasted, given a complicated series of technical, political, and economic factors that must still play out to a conclusion.' Despite optimistic proclamations that these innovations will empower individuals,' and equally extreme projections that they may create dire social and economic hazards: the actual impact of new communication technologies usually falls somewhere between these predicted extremes4 As well, predictions about the future are often wrong because of the consistent unintended consequences, both good and bad, of social and technological innovation^.^ But while no one can accurately predict the impact of information technologies, no one can deny their rapid expansion and diffusion throughout society. One recent study suggests 56 million adults, or 27 percent of the U.S. population aged 16 or older, are now "on-line" with an annual growth rate of about 40 percent.h The developing Internet and the associated World Wide Web (WWW) embody the expansion of information technology and how individuals have embraced the concept of an information era.Another way this trend manifests itself is in how organizations have hopped onto the Internet bandwagon. A corporate Web page is no longer an anomaly. In fact, among the nation's largest corporations, the organization that does not have a Web page is in a dwindling m i n~r i t y .~ Web pages have several attractive features for corporations. They tend to serve more active, information-seeking audiences than the more passive publics who are reached via traditional mass media. Accordingly, an organization can assume that visitors to its Web site have some kind of active interest in the entity. Web pages can also employ interactive features to collect information, monitor public opinion on issues, and proactively engage citiStuart L. Esrock is an assistant professor and Greg B. Leichty is an associate professor in the Department ofCominunication at the University oflouisville.

The potential of Web sites as a relationship building tool for charitable fundraising NPOs

“…Only very few Web sites incorporate forums or chat rooms. Other feedback devices such as user surveys (5%) or call back options for donors (5%) are likewise (Taylor et al, 2001;Kang & Norton, 2004) but also of for-profit organizations (Esrock and Leichty, 1999).…”

Web Sites as a Dialogic Tool for Charitable Fundraising NPOs: A Comparative Study

“…Web sites of NPOs from both countries were analyzed using content analysis, based on Kent and Taylor's (1998) five principles of dialogue. Previous studies have already operationalized some or all of those principles (Esrock & Leichty, 1999;Naudé, 2001;Reber & Kim, 2006;Taylor et al, 2001) and were thus used as a framework for the coding scheme developed. The operationalization was enhanced through literature on Web-based communication of profit and nonprofit organizations (Callison, 2003;Cooley, 1999;Ha & James, 1998;Kang & Norton, 2004;Nielsen, 2000, Potts, 2005Viest, 2004;Waters, 2007a).…”

Evaluation of Web Pages as a Tool in Public Relations

“…On the other hand a web site can have a number of sections that target the unique wishes and needs of several audiences (Esrock & Leichty, 1999). The importance of a specific interest group varies from site to site; the three audiences that are targeted most often are investors, prospective employees and customers.…”