Expectation Gaps between Stakeholders and Web-Based Corporate Public Relations Efforts: Focusing on Fortune 500 Corporate Web Sites
This study investigates how Fortune 500 corporations use corporate-focused web site public relations efforts to prioritize different stakeholders while trying to meet the expectations of each stakeholder. The study found that shareholder needs are most often addressed by the corporations followed by consumers, community members, government agencies, and activists. The results of the study suggest there are expectation gaps between stakeholders and web-based corporate public relations efforts. The study also found differences in the way various industries target stakeholders with the exception of shareholders.