| Chapter 1: | Introduction and Underlying Assumptions |
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The following sections discuss criteria for a theory of the public relations Web site experience and the projected utility of such a theory.
Criteria for a Theory of the Public Relations Web Site Experience
Common criteria for evaluating communication theories are power, heuristic potential, and importance (Botan & Hazleton, 1989; Neuman, 1991; Reinard, 1994; Smith, 1988). In this section, I discuss how these criteria can help shape the framework to be developed in this project.
One of the more important criteria for evaluating theory is power, or the level of the theory. Theories can operate at one or more of three possible levels: description, explanation, and prediction/control. Therefore, a viable theoretical perspective on the experience of visiting a public relations Web site should be able to describe this experience: It should provide a vocabulary of concepts useful in talking about the Web site experience, outline the relationships among concepts, and provide an account of how this experience unfolds. Second, the theoretical lens should be able to explain the experience of visiting a public relations Web site: It should explain why things happen by exploring causal or at least correlative relationships between concepts. Third, the knowledge gained from the descriptive and explanatory aspects of the theory should provide a basis for intervention. Based on this knowledge, it should be possible to predict events given the circumstances, and even to control them by manipulating certain conditions. For example, insight gained about the public relations Web site experience should allow one to improve and enhance this experience through theory-driven Web site design.