Michael L. Kent

TL;DR: In this paper, a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web is presented, and five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.

TL;DR: The concept of dialogue is deeply rooted in philosophy and relational communication theory and its inclusion in the public relations vocabulary is an important step toward understanding how organizations can build relationships that serve both organizational and public interests as discussed by the authors.

TL;DR: This article examined the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics, and found that most organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication.

TL;DR: In this article, the authors examined the relationship between Web site design and organizational responsiveness to stakeholder information needs and examined two organizational types with differing levels of resource dependency (general environmental activist and watchdog groups).

TL;DR: The authors posit a conceptualization of engagement as: engagement is part of dialogue and through engagement, organizations and publics can make decisions that create social capital; engagement is both an orientation that influences interactions and the approach that guides the process of interactions among groups.