The World Wide Web is viewed as a d

The World Wide Web is viewed as a desirable medium for public relations by many organizations. Given the evolving nature of the Web and the mixed findings about commercial successes of Web sites, little is known about the managerial aspects of Web site research, planning, and evaluation. This study found that, in many cases, Web site planning is done by trial and error based on subjective knowledge and intuition, with little or no formal research and evaluation.

Interviews with persons responsible for making Web site decisions for organizations revealed that competition and the desire to establish an Internet presence were the driving forces in deciding to develop a Web site. Very little research about present effectiveness is done, but there is a strong belief that Web site communication will be increasingly important in the future.

Candace White is assistant professor of public relations in the School of Journalism at The University of Tennessee in Knoxville. Niranjan Raman works for The Burke Institute in Cincinnati, Ohio.