Introduction
In order to analyze online public relations (PR), one is to understand its peculiarities and deepen in its framework. The main feature that should be taken into consideration is the fact that online PR are driven by a set of main elements.
Transparency
The concept of transparency deals with the individual’s willingness to be open to new ideas and to take responsibility for particular actions. It has become extremely popular in recent years, and the majority of organizations tend to maintain their ‘corporate transparency’. In other words, companies and individuals disclose information about themselves, their rules, operations, etc. Organizational transparency can be measured by identifying the degree to which it shares the information and to which it allows contact with people who can provide this information.
Being transparent is a good practice for politics and information sector as well. It controls the power of authorities and prevents abuse. For example, meetings can be open to the general public and press so that they get to know and discuss new rules or consider financial aspects. In the framework of media, the focus is on the sources of information and its delivery. People should also have an opportunity to know how it is funded.
Transparency allows to build trust-based relations with the public and enhance reputation through the communication of information. Professionals can use the Internet for such purpose as it gives an opportunity to interact and share various data.
There are two main forms of transparency:
- Radical. It presupposes that all information about organizational processes is available to the general public.
- Controlled. It deals with partial disclosure of information to particular people in the particular period of time (via the Internet in perspective of online PR):
- Institutional: free access to the information about an organization;
- Overt: company wants to make information available;
- Covert: information is ‘pushed’;
- Unintentional: offices make information available and people gather it from websites.
Still, it is not enough to provide the public with information to apply transparency, as it should be adapted for non-professionals and be relevant and accurate.
Porosity
Porosity occurs when the information is ‘escaping’ from the company. Such actions are always maintained, as people communicate and gossips occur. Nowadays they can be posted online or shared via e-mails, messages or social media.
Trying to prevent information ‘leaking’, companies refer to:
- Technologies – professionals check the information shared via online transactions;
- Guidance – employees are made to act according to particular policies and rules.
Porosity may happen incidentally when some information was shared by mistake. Accidentally, when there were problems with firewall. Intentionally, when a worker was not satisfied and decided to disclose some information. Maliciously, when gossips happen from time to time.
Still, porosity can have a positive effect on the organization as it can reveal authentic voice and competitive advantage when it is controlled and managed.
Internet Agency
The ability to operate in any environment is critical for any organization. The internet is claimed to have such ability because it provides an opportunity to transform a message, change it online and alter the impression of an entity. In this way, Internet agency is seen as a transformation of content and messages when they go through web space and the effects of this process.
The context may be changed by both people and computers. Individuals alter it as they re-interpreted ideas of others and post them or when they use hyperlinks to direct Internet users to other sources. Computers may refer to the juxtaposition of results, the combination of different information (for example, news and maps or songs and pictures). This type of Internet agency develops rapidly and becomes more and more popular. It is critical to understand that the information can be taken out of context and professionals should manage such events and receive benefits.
Richness in Content
Richness in content is seen as a set of its advantageous characteristics. It can be observed when ideas are valuable, well-grounded, supported, etc. In order to create such content people can use their own power as well as Internet technologies. They can add to the message new words, pictures, audio files, and other things that will make it richer.
Richness is tightly connected with research, as people who extend the information, need to find new sources and apply them. It can be done with the help of creation of new blogs or forums where content is easily accessed or development and improvement of resources that are already available on the Internet. For example, one can add tags or utilize search engine optimization to develop the richness of the content.
Reach
Research can be maintained in several ways:
- Evident web presence. Professionals can use special techniques that will make Internet users find their content. Hyperlinks and advertising are among the most popular ones.
- Online community involvement. People can receive new information about the company as they refer to its website, search for information about its products and partners. Except for that, they can join the conversation among different communities and gather information from it.