Revisiting strategic communication's past to understand the present Examining the direction and nature of communication on Fortune 500 and Philanthropy 400 web sites

Revisiting strategic communication's past to understand the present Examining the direction and... Purpose – The purpose of this paper is to compare the communication styles on the web sites of a random sample of the top American corporations and non‐profit organizations. By revisiting the traditional approach to understanding strategic communication, the four models of public relations provide insights into the direction and nature of organizational communication. Design/methodology/approach – A random sample of Fortune 500 ( n =180) and Philanthropy 400 ( n =170) was conducted. Although public relations research has never measured internet communication using the four models, the researchers created original scales to measure their web performance. Findings – The research reveals that both corporations and non‐profits have strong preferences for using one‐way communication on their web sites. However, both groups moderately incorporated two‐way communication practices as corporations were more likely to use two‐way research practices and non‐profits were more likely to engage in conversations online. Originality/value – This research examines organizational communication by returning to a previous method of analysis that has been cast aside by current scholars. However, assessing communication from the models of public relations perspective provides insights that current research strategies have not provided because they assume two‐way communication is the preferred form of communication. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Revisiting strategic communication's past to understand the present Examining the direction and nature of communication on Fortune 500 and Philanthropy 400 web sites

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
D.O.I.
10.1108/13563281111141679
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to compare the communication styles on the web sites of a random sample of the top American corporations and non‐profit organizations. By revisiting the traditional approach to understanding strategic communication, the four models of public relations provide insights into the direction and nature of organizational communication. Design/methodology/approach – A random sample of Fortune 500 ( n =180) and Philanthropy 400 ( n =170) was conducted. Although public relations research has never measured internet communication using the four models, the researchers created original scales to measure their web performance. Findings – The research reveals that both corporations and non‐profits have strong preferences for using one‐way communication on their web sites. However, both groups moderately incorporated two‐way communication practices as corporations were more likely to use two‐way research practices and non‐profits were more likely to engage in conversations online. Originality/value – This research examines organizational communication by returning to a previous method of analysis that has been cast aside by current scholars. However, assessing communication from the models of public relations perspective provides insights that current research strategies have not provided because they assume two‐way communication is the preferred form of communication.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: May 10, 2011

Keywords: Public relations; Internet; Corporate communications; Non‐profit organizations; Web sites

References

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