| Abstract [eng] |
The purpose of the present study was to term the stage of the building and management on effectives of public relations. The problem of this research is that, public relations on the internet are a new practice in the Lithuania. The public relations theoretic and researchers and websites designers argued: what could be better to organization communications: attractive website or functionality and practical website? This study addressed to term what the criteria organizations used in the public relations on the internet In the first part of this study, this essay draw upon previous theorizing in public relations, to outline a model of antecedents, processes and consequences of using web sites to build and maintain organizational-public relationships. In the second part of this research was analyzed variety of organizational, systems and user factors influence the process. Users became aware of and access a site, learn about content and the source, interact with the system and possibly other people, and form attitudes about the content and system. The effects or consequences of online communications can be measured terms of a user’s knowledge of content or the source, attitudes toward the organization, subsequent communications activities, and engagement in behaviors that benefit the organization. This essay examines the nature of relationship building in a mediated communications environment on the World Wide Web, and outlines an approach for how researchers and practitioners can better understand the potential of online communications in public relations. It begins by examining the nature of online communication as an organizational communication tool. It then reviews the literature and extends current conceptualizations of relationship building in public relations. Finally, it outlines a typology of elements in the relationship building process involving the web that serves as a framework for how theorists and practitioners might approach the study of online communications in particular and relationship building more generally. |
