|
|
The data demonstrate that Web site experience analysis can be a very useful tool for both public relations practitioners and scholars.
Used in public relations practice, Web site experience analysis can help practitioners fine-tune aspects of the organization’s Web site to engineer an experience conducive to building and maintaining positive relationships with stakeholders. For public relations scholarly research, Web site experience analysis can provide in-depth insights into the complex phenomenon of building relationships between organizations and publics. Furthermore, the Web site experience analysis research protocol can be easily modified to suit other kinds of communication inquiry that might not be focused on relationship building, such as risk or health communication.
This research makes important contributions to both public relations scholarship and practice. The conceptual framework of the public relations Web site experience and the experience-centered approach to public relations are this study’s most significant contributions to public relations scholarship. The new research protocol, Web site experience analysis, contributes to both scholarship and practice. Public relations practitioners in particular are likely to find this research protocol a convenient and inexpensive way to gain insights into their publics’ online public relations experiences.