Academic Journals Database
Disseminating quality controlled scientific knowledge

Using cultivation strategies to manage public relationships: A content analysis of non-profit organisations' websites

Author(s): Kelly D. Williams | Brigitta R. Brunner

Journal: PRism Online PR Journal
ISSN 1448-4404

Volume: 7;
Issue: 2;
Date: 2010;
VIEW PDF   PDF DOWNLOAD PDF   Download PDF Original page

Keywords: public relations | content analysis | non-profit | websites | publics | positivity

This study utilises a content analysis of 129 non-profit organisations’ websites to explore how they are managing their web relationships with publics. While most organisations in this sample are engaging in all six of the relational strategies (access, positivity, openness, shared tasks, networking, and assurances), the level at which these strategies are engaged is low. Positivity was the most often used strategy, which shows a difference between non-profit organisations and Fortune 500 companies. Assurances was the least engaged strategy, thus making it the one most in need of improvement.
Save time & money - Smart Internet Solutions      Why do you need a reservation system?