Public Relations websites [Public Relations in Cedar Rapids, Iowa]

This study is designed to examine climate change organizations (CCO)’s online public relations. It analyzes CCOs’ communicative efforts to build and maintain relationships with key stakeholders including media, donors, volunteers, and communities by using their websites and social networks. To accomplish this, a content analysis of 60 CCO websites was conducted. The result indicates that CCOs utilize websites primarily for media relations and fund raising purposes. The function of building and maintaining relationships with communities, current donors/volunteers was not actively utilized on CCOs’ websites. The interactivity of communication with stakeholders was somewhat limited in CCO's online communication activities.

Highlights

► This study examines climate change organizations (CCO)’s use of websites in order to build relationships with key stakeholders. ► CCOs utilize websites primarily for media relations and fund raising purposes. ► The function of building and maintaining relationships with communities and current donors/volunteers was not actively utilized on CCOs’ websites. ► The interactive communication with stakeholders, such as dialogues and receiving messages from visitors, was limited on CCO's websites.