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Public Relations Review 34 (2008) 269275

ScienceDiect
Public Relations Review
!lo""in" PR# $n e%&loato' anal'sis o( &ublic elations weblo"s
)o*i +i(a
a,
, $ssu-&cio. /uetas
b,
a
Faculty of Tourism and Communication, University of Gerona, Spain
b
Predepartmental Unit of Audiovisual Communication, Advertising and Journalism, Rovira i Virgili University, Spain
a t i c l e i n ( o
a b s t a c t
Article istory!
Receive* 25 Se&te-be 2007
$cce&te* 24 0ac1 2008
"ey#ords!
2eblo"
Public elations
3nteactivit'
4sabilit'
$lt1ou"1 t1ee ae eve -oe weblo"s on t1e 3ntenet, t1is is an aea t1at 1as been little
eseac1e* in &ublic elations, an* w1ee t1e' 1ave been anal'5e* it 1as been as a tool
(o co--unication at1e t1an a &i-a' in(o-ation souce in t1e &ublic elations bo*'
o( 6nowle*"e7 81is &a&e &ovi*es an e%&loato' stu*' o( t1e stuctue an* content o( 67
blo"s on &ublic elations to *ete-ine w1at issues t1e' *eal wit1 an* w1et1e t1e' ae
a tool (o t1e t1eoetical *evelo&-ent o( t1e 9el*7 3n a**ition to t1ei content we 1ave
loo6e* at t1e stuctue, usabilit' an* inteactivit' o( t1e blo"s7
: 2008 ;lsevie 3nc7 $ll i"1ts eseve*7
1. Introduction
!lo"s ae seen b' so-e aut1os as -a<o tools (o online co--unication, w1eeas b' ot1es t1e' ae little -oe t1an
e%&ets= o&inions on a "iven issue (/eea > Cela'a, 2006)7 81e' ae suc1 a ecent -e*iu- (be"innin" in ?996) t1at
t1e conce&t e-ains contovesial an* a"uable (!aton, 2005)7 3n an' event t1ei &esuasive an* in(o-ative (unction
is o( "eat elevance as t1e' can obtain o&inion lea*es1i& wit1 a 1u"e in@uence ove &ublic o&inion7 3n t1is sense
Sweetse an* 0et5"a (2007) 1ave *e-onstate* t1at in cisis situations, &eo&le w1o ea* &esonal blo"s 1ave a lowe
&ece&tion o( cisis (o an o"ani5ation7
81e ise o( blo"s see-s to be unbi*le* an* it is a &1eno-enon t1at is occuin" in all 6nowle*"e 9el*s ()en6ins,
2006)7 81ee ae cuentl' ove 60 -illion blo"s in e%istence an* 75,000 new ones eac1 *a' (Co1en > Ais1na-ut1',
2006)7 0oe t1an ?4 -illion &eo&le wol*wi*e 6ee& a &esonal *ia' on t1e 3ntenet an* a (ut1e ?00 -illion (one t1i*
o( t1e active 2eb univese) ea* blo"s 1abituall' (Bo*illo, 2007)7 ;ve' si% -ont1s t1e blo"os&1ee &o&ulation *oubles,
an* it is to*a' si%t' ti-es "eate t1an t1ee 'eas a"o7 Co co--unication -e*iu- 1as eve bu"eone* so a&i*l'7 2eblo"
wites &o*uce
700,000 to ?73 -illion aticles eve' *a'Dal-ost one a secon* (Bo*illo, 2007)7 Since t1ei aival blo"s 1ave been
c1an"in", as 1ave t1ei social &ece&tion, ob<ectives an* cultual, econo-ic, &olitical an* -e*ia i-&act (Ean", 2007)7
2eblo"s 1ave *ivesi9e* an* ae *evelo&in" in suc1 *ivese s&1ees as e*ucation, business, &olitics, <ounalis- an*
&ublic elations7
$cco*in" to /allett (2005), t1e co--unicative use o( weblo"s in &ublic elations 1as two(ol* (oun*ations7 Fn t1e one
1an* t1e' enable &o(essionals to anal'5e t1e -a6et an* ascetain t1e o&inions o( t1ei au*iencesDto "au"e &ublic
o&inion on a business, &o*uct o ban*7 Fn t1e ot1e, t1e' ae a -a<o tec1niGue (o &atici&atin" an* "ivin" o&inions
bot1 &esonal an* o"ani5ational, be it b' &ostin" co--ents on ot1e blo"s o ceatin" one=s own7
This study, however, does not focus on analyzing corporate blogs, which are used as a public relations tool, but looks
at blogs concerning public relations in which public relations or one of its activities is the main theme.MAdalinda
1 Our aim is to analyze

Coes&on*in" aut1o7 8el7# H34 972 4? 89 04I (a%# H34 972 4? 87 327

Coes&on*in" aut1o7 8el7# H34 977 55 85 33I (a%# H34 977 55 86
?77
$%mail addresses! <o*i7%i( aJu*"7e*u ()7 +i(a), sunsi71uetasJu v7net ($7 /uetas)7
0363K8???LM see (ont -atte : 2008 ;lsevie 3nc7 $ll i"1ts eseve*7
*oi#?07?0?6L<7&ubev720087037022
?4?
4
J& 'ifra, A& (uertas ) Pu*lic Relations Revie# +, -.//01 .234.56
w1at &ublic elations blo"s ae about, o w1at issues ae *ealt wit1 in blo" &osts, in a**ition to an' stuctual ele-ents o(
t1is new co--unicative tool t1at -a' a((ect its e(9cac' to tans-it in(o-ation# ob<ectives, stuctue an* *e"ee o(
usabilit', inteactivit', an* level o( connectivit'7
MAdalinda 2
2. ethod
Databases o( &ublic elations blo"s ae (ew an* (a between7 Fne o( t1e -ost co-&e1ensive, an* e"ulal' u&*ate*, is
t1e Fnline Public Relations (1tt&#LLww w 7onlineK& 7co-)
?
*iecto', ceate* b' )a-es /7 Coton7 2e 1ave c1osen t1is
*atabase w1ic1 enco-&asses a &ublic elations blo"s *iecto' s&lit into (ou cate"oies# Pu*lic Relations%General (67 blo"s),
7irectories and Aggregators (7), 8iscellaneous (3), an* (ig%Tec PR (8)7 3n o*e to avoi* an' bias esultin" (o- t1e
cate"oi5ation citeia, (o t1e &u&oses o( t1is stu*' we too6 67 blo"s (o- t1e Pu*lic Relations%General cate"o'7 81e *ata
collection was caie* out between Fctobe 2006 an* )anua' 20077 81ee(oe, t1e sa-&le selecte* (o anal'sis consists o(
67 blo"s on &ublic elations (o- aoun* t1e wol*7
No t1e *ata collection we *ew u& an anal'sis te-&late t1at -easues 50 ite-s w1ic1 wee late cate"oi5e* to
ceate t1e -ain anal'sis vaiables7 81ese vaiables wee#
(a) Autor# 81e blo"s wee classi9e* as &esonal, o"ani5ational witten b' an e-&lo'ee, an* &uel' o"ani5ational an*,
t1ee(oe, i-&esonal7
(b) Content# $nal'sis was caie* out o( bot1 t1e issues aisin" in t1e blo" &osts an* t1e i-a"es o ot1e esouces7
81e content o( blo"s is tie* u& wit1 its &usue* ob<ectives, w1ic1 wee also e%a-ine*7
(c) 9nteractivity# 81is -easues t1e *e"ee o( use &atici&ation, acco*in" to t1e inteactive esouces available on t1e
blo"7
81ese inclu*e# t1e o&tion (o e%tenal uses to &ost co--ents o contact t1e blo" aut1o b' eK-ail, &o*castin", au*io
an* vi*eo *ownloa*s, sales o( &o*ucts an* sevices, use suve's, an* t1e &ossibilit' o( subscibin"7
(*) Usa*ility# 81is is a necessa' eGuisite to *evelo& e(9cient inteactivit' (/alla1an, 200?)7 81is vaiable anal'5es 1ow
eas' it is to use t1e weblo" (o t1ose w1o access it b' -eans o(# seac1 en"ines on ot1e blo"s, intenal seac1 en"ines,
list o( &evious 9les, list o( -ost ecent blo" &osts, an* calen*a7
(e) Connectivity# 81is -easues t1e e%tent to w1ic1 t1e blo" is lin6e* to ot1e websites, be it t1ou"1 ot1e lin6e* blo"s
o websites o( inteest7
81e anal'sis (ocuses on t1e *esci&tive statistical *ata on all o( t1e ite-s un*e stu*', in a**ition to t1e contin"enc'
tables an* vaiable coelation7 Biven t1e c1aacteistics o( t1e stu*' vaiables la"el' no-inal an* o*inal t1e
Ba--a in*e% was use* as t1e -ost suitable coelation in*e% (o t1e anal'sis7
!. "esults
$ loo6 at t1e *ate w1en t1e blo"s anal'5e* wee ceate* eveals t1at t1e lion=s s1ae was set u& ve' ecentl'7 Fnl'
3?73O "o bac6 ealie t1an 20047 !' contast, 6?72O o( t1e sa-&le blo"s wee ceate* between 2004 an* t1e &esent7 3t
was not &ossible to ascetain t1e ceation *ate (o 9ve blo"s (775O)7
Fne o( t1e *e9nin" &aa*i"-s o( blo"s is t1at t1e' ae witten in eal ti-e7 2it1 t1is new -e*iu- we s1all no lon"e
s&ea6 o( (eGuenc' but o( eal ti-e, o( on"oin" contibutions7 81e u&si*e o( t1is is t1at t1e' ae -oe *'na-ic an*
enic1e* wit1 a an"e o( convesational st'les, but t1e' ae lac6in" in conte-&lation (Fi1uela, 2006)7 Des&ite t1ese
c1aacteistics, ove 1al( o( t1e blo"s anal'5e* (5377O) eceive new blo" &osts aoun* eve' 9ve *a's7 Fnl' ??79O ae
u&*ate* o inclu*e new in&ut on a *ail' basis7
+&:& Autorsip
3n t1ei stu*' into co&oate blo"s Pee, /wan", an* Pee (2006) s&lit t1e- into 9ve cate"oies# t1e employee *log,
witten b' an' wo6e in t1e co-&an'I t1e group *log, w1ic1 is a wo6es= blo" 6e&t not b' one &eson alone but b' a set
o( e%&etsI t1e e;ecutive *log, witten b' -ana"e-entI t1e promotional *log, w1ic1 is an i-&esonal co&oate blo"
see6in" to s&a6 *iscussion on &o*ucts an* eventsI an* lastl', t1e ne#sletter *log, w1ic1 is also i-&esonal an* ai-s to
e&esent t1e co-&an' stance t1ou"1 its in(o-ation7 2e 1ave use* t1is blo" aut1os1i& classi9cation (o ou own stu*'
but bou"1t it *own to onl' t1ee anal'sis cate"oies# &esonal blo"s, b' &ublic elations &o(essionalsI co-&an' blo"s
witten b' an e-&lo'ee,
2
eit1e nonK-ana"e-ent o -ana"e-entI an* &ublic elations co-&an' blo"s7
81e la"est s1ae (7776O) o( t1e blo"s anal'5e* in t1is stu*' is &esonal, witten &i-ail' b' &ublic elations
&o(essionals7 Co&oate blo"s witten b' e-&lo'ees o -ana"e-ent constitute a -uc1 s-alle &o&otion (?674O)7
3-&esonal co&oate blo"s wee b' (a t1e s-allest "ou& (475O)7 81is *ata cooboates t1e (act t1at one o( t1e -ain
c1aacteistics o( blo"s is t1at
?
Retieve* Fctobe 29, 20067
2
81ese ae also calle* evangelists *ue to t1e -a<o ole &la'e* b' e-&lo'ees t1e-selves, also 6nown as *rand am*assadors (/anne"an, 2004),
e"a*less o( t1ei &osition in t1e o"ani5ation7
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Table 1
Fb<ectives o( anal'5e* blo"s
!lo"=s ob<ectives < O
Bive &esonal o&inions 54 8076
Co--ent on cuent a((ais 62 9276
3n(o- about &esonal li(e 26 3878
3n(o- about &o*uctsLsevices 34 5077
3n(o- about an o"ani5ation 28 4?78
81eo' *evelo&-ent ?9 2873
t1e' ae &esonal, an* uses see6 t1is Q1u-an voice= in t1ei co--unication ()en6ins, 2006)7 3-&esonal co&oate blo"s
ae not as wi*el' acce&te* b' t1e blo""e co--unit' (Pee et al7, 2006# &7 320) because t1e' ae seen as -a6etin" tools
o as si-&le 9ltes (o- t1e &ublic elations *e&at-ent7
2it1 e"a* to t1e t'&e o( &esonal blo"s, t1ese esults -atc1 t1ose (oun* in ot1e eseac17 /ein", Sc1ei*t, !onus,
an* 2i"1t (2004), in a stu*' con*ucte* in 2003 on a sa-&le o( ?99 blo"s, also obseve* t1at -ost blo"s (70O) wee
&esonal7 3n*ee*, acco*in" to t1is stu*', &esonal in(o-ation is one o( t1e *e9nin" c1aacteistics o( blo"s7
/oweve, w1at is -ost sti6in" in t1ese esults is t1e low &ecenta"e o( co&oate blo"s witten b' e-&lo'ees,
"iven t1e &owe(ul co--unicative tool t1at t1e' constitute (o o"ani5ations7 So-e co-&anies 1ave cau"1t on to t1ei
&otential an* encoua"e t1ei sta(( to 6ee& blo"s7 81ese contain &esonal, sub<ective co--unication t1at is not *iectl'
sent out b' t1e co-&an' but b' a t1i* &at' w1o "ives t1ei own o&inions an* t1e in(o-ation is t1ee(oe &eceive*
as i-&atial an* unbiase*7 /oweve, t1e value o( t1is t'&e o( co--unication lies not onl' in its i-&atialit' but also in
t1e &esonal in(o-ation &ovi*e*, w1ic1 "ives a 1u-an (ace to t1e co-&an' an* buil*s u& a &ositive co--unit' vision
aoun* it an* its &o*ucts (Pee et al7, 2006)7
+&.& Content
8able ? s1ows t1e -ain ob<ectives o( t1e blo"s anal'5e*7 $s can be seen, -ost see6 to co--ent u&on to&ical a((ais
in &ublic elations &o(ession, as well as to voice &esonal o&inions on t1ese issues7 Biven t1at t1e blo"s anal'5e* ae
la"el' &esonal, inteest in t1e aut1o=s contibutions is un*estan*able7 Convesel', t1e low &ecenta"e o( weblo"s t1at
ai- to *ebate issues suoun*in" &ublic elations t1eo' is su&isin"7
3( we loo6 at t1e contents we 9n* t1at 887?O o( t1e blo"s anal'5e* contain co--ents on vaious as&ects o( &ublic
elations an* 857?O on ot1e co--unicative a((ais7 Co--entaies on blo"s an* co--unication in t1e blo"os&1ee ae
also consi*eable (7476O), albeit in a lowe &o&otion7 3t is wot1 1i"1li"1tin" t1at co--ents on as&ects o( t1e aut1o=s
&esonal li(e, suc1 as ti&s, 1obbies, (a-il' an* &o(essional ac1ieve-ents, aise in 5077O o( t1e blo"s7 81is eveals t1at
weblo"s ae co--unicative tools wit1 a ston" &esonal e-&1asis in all aeas *iscusse*7
Fveall, t1is *ata su""ests t1at blo"s belon"in" to an o"ani5ation ae -oe seious an* (o-al, in bot1 t1ei content
an* t1e blo" &osts7 0oeove, t1e' (un*a-entall' &ovi*e in(o-ation on t1ei own co-&an' an* &ublici5e its website7
81is contasts wit1 &esonal blo"s w1ee t1e tone can an"e (o- t1e stictl' (o-al to t1e colloGuial7
81e esults also eveal *i((eences in t1e contents o( &o(essional an* nonK&o(essional &ublic elations blo"s7 81e
(o-e e%&loe issues in &ublic elations an* co--unication in "eneal, as well as t1e blo"os&1ee an* t1e 3ntenet7
/oweve, t1e blo"s witten b' nonK&o(essionals &ovi*e o&inions on a*vetisin", television an* ot1e -oe in(o-ative
as&ects7 81ese *o not contain e%&eiences but o&inions an* &ece&tion o( t1e 9el*7
!oa*l' s&ea6in", t1ee is no a*vetisin" on blo"s7 $lt1ou"1 4?78O o( t1e sa-&le inclu*es bannes, t1ese ae not
a*vetisin" o( t1e blo" but ta*itional a*vets t1at 1ave been a**e* to blo" &osts to be 1i"1li"1te*, *is&la'e* o
co--ente* on (o- a -a6etin" co--unications &es&ective7 81ee(oe, t1e' constitute a*vetisin" inte"ate* into t1e
use co--ents, wit1 a 1i"1 *e"ee o( sub<ectivit'7
Pastl', 8able 2 s1ows t1e &ecenta"es o( t1e -ain issues tac6le* in t1e blo" &osts on t1e weblo"s anal'5e*7 $s is evi*ent,
9575O o( t1e blo"s *iscuss t1e blo"os&1ee in t1ei co--ents7 81ese concen t1e i-&otance o( t1is new co--unicative
tool, its c1aacteistics an* its use in &ublic elations7 81e ne%t -ost i-&otant ae to&ics on 3ntenet co--unication, in
Table 2
PR issues *iscusse* in blo" &osts
PR issues *iscusse* < O
Po(ession an* labo -a6et 44 6577
PR 9-s 44 6577
Clients 26 3878
PR t1eo' an* &actice 50 7476
3ntenet co--unication 57 857?
!lo"s 64 9575
!oo6s 43 6472
Ca-&ai"ns 43 6472
?6?
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a**ition to t1e t1eo' an* &actice o( &ublic elations, albeit (o- -oe o( a &o(essional t1an an aca*e-ic o eseac1K
base* stance7
+&+& 9nteractivity
$s )o an* Ai- (2003) &ointe* out, inteactivit' can &la' a cucial ole on t1e 3ntenet, settin" it a&at (o- ta*itional
-e*ia7 3n conseGuence, Rt1e intinsic inteactivit' o( t1e 2eb can en1ance t1e -utual elations1i& an* collaboation
between t1e -essa"e sen*e (t1e o"ani5ation) an* t1e eceive (t1e &ublic)S (&7 202)7 Fne o( t1e -ain c1aacteistics o(
blo"s is t1ei &otential (o use inteactivit' t1e o&tion (o uses to wite t1ei o&inions o&enl' o es&on* to ot1e
co--ents7 Aelle1e an* 0ille (2006) 1ave *e-onstate* t1at blo"s ae &eceive* as -oe elational t1an websites7
No- a si-ila stan*&oint, /iebet (2004) eco"ni5es t1at blo"s (oste *e-ocac' because t1e' estoe *ialo"ue an*
&atici&ative co--unication in t1e &ublic s&1ee an* &eseve t1e ole o( &ublic elations b' -eans o( twoKwa'
co--unication7
!lo"s 1ave a -oe 1u-an voice an* convesational ai about t1e- t1at sets t1e- a&at (o- ot1e online
co--unicative tools7 81e two &i-a' *e9nin" *i((eences o( blo"s ae# &esonal co--unication an* t1e &ossibilit' o(
a**in" co--ents7 Nut1e-oe, t1ese (eatues ceate &ositive elational esults a-on"st uses# "eate satis(action an*
tust, -utual contol, an* involve-ent (Aelle1e > 0ille, 2006)7 So, b' &ovi*in" t1e o&&otunit' to set u& a 1u-an
convesation, blo"s 1ave beco-e -a<o tools (o online twoKwa' &ublic elations7
Cevet1eless, onl' 737?O o( t1e sa-&le anal'5e* in ou stu*' enables e%tenal &osts (o- e"istee* uses, w1ilst
475O allow t1e- wit1out 1avin" to e"iste7 So, alt1ou"1 t1is is a *istinctive (eatue o( blo"s, 2274O o( t1e- *o not a*-it
e%tenal co--ents7
81e abilit' to contact t1e aut1o, 1oweve, is -oe (eGuentl' use*D887?O &ovi*e t1is o&tion via eK-ail7 81is is
la"el' t1ou"1 t1e Futloo6 &o"a- w1ic1 auto-aticall' o&ens w1en t1e aut1o=s eK-ail is clic6e* u&on7
/oweve, inteactivit' one o( t1e (un*a-ental c1aacteistics o( t1is new -eans o( co--unication not onl' e(es
to uses bein" able to wite an* &ost co--ents on t1e blo" but is a (a boa*e conce&t t1at e-baces -an' -oe
esouces7 $s Fi1uela (2006) 1as state*, (o uses blo"s ae a new wa' o( activel' seac1in" (o contents, e%&loin" an*
su9n" in(o-ation s&aces7 Nut1e-oe, blo"s ae -ulti-e*ia7 81e' contain a -e. lan"e o( te%ts, au*io 9les, vi*eos,
"a&1ics an* &1otos7 $n* all o( t1ese inteactive esouces co-&ise a new co--unicative lan"ua"e t1at bea6s t1ou"1
t1e baies o( te%tual an* au*iovisual co--unication7
Cotwit1stan*in", t1e &ublic elations blo"s anal'5e* in t1is stu*' 1ave, on t1e w1ole, 'et to &ovi*e -an' o( t1ese
inteactive esouces7 2it1 e"a* to t1e &otential o( &o*castin", onl' 3?73O o((e t1e &ossibilit' o( listenin" to o
*ownloa*in" -usic o au*io 9les, w1ile 3473O 1ave vi*eos7 81ese ae 9st an* (oe-ost (o- Eoutube an* ae in t1e -ain
a*vetise-ents, announce-ents an* lectues on &ublic elations7
3-a"es ae essential (o aousin" visitos= cuiosit' in blo"s (Do-T.n"ue5, 2006)7 0ost o( t1e blo"s anal'5e* contain
&1oto"a&1s, alt1ou"1 t1ese ae not use* e%cessivel'7 4373O o( t1e sa-&le al-ost 1al( eit1e *oes not *is&la' an'
&1otos at all o onl' contains one o two7 81us, t1e visual si*e o( blo"s is (a less *evelo&e* t1an websites7 !lo"s
&e*o-inantl' contain co--ents an* in(o-ation at1e t1an i-a"es7
!oa*l' s&ea6in", t1e &1otos ae &esonal an* s1ow t1e blo" aut1o o 1isL1e (a-il', ti&s an* (ien*s7 3t is also &ossible
to 9n* &1otos o( eco--en*e* boo6s an* a s&attein" t1at 1ave no *iect lin6 to &ublic elations7 81ese ae usuall' (o-
a*vets o -eans o( co--unication an* ae (oun* on t1e &osts le(t b' t1e blo"=s uses7
Suve's onl' a&&ea in ??79O o( t1e blo"s anal'5e*7 81ese ten* not to be &olls set u& on t1e blo" in o*e to ascetain
its uses= o&inions but co-e (o- &ublic elations stu*ies con*ucte* b' co-&anies o bo*ies ot1e t1an t1e blo" aut1o7
$n o&tion to subscibe in o*e to use so-e t'&e o( inteactive esouce o to access in(o-ation o &atici&ate activel'
b' leavin" a blo" &ost is available in 6472O o( t1e blo"s anal'5e*7
Pastl', eKco--ece is a esouce b' w1ic1 &o*ucts an* sevices can be *istibute*, bou"1t an* sol* ove t1e 3ntenet7
3n t1e sa-&le anal'5e*, 8375O o( t1e blo"s *o not o((e t1is sevice to t1ei usesI t1ose w1ic1 *o sell &o*ucts -a*e b'
t1e aut1o7 81ese inclu*e *i"ital sales sevices, &ublic elations consultanc' an* -ateials, t1e ovew1el-in" -a<oit' o(
w1ic1 ae boo6s7
+&,& Usa*ility
/alla1an (200?) 1as e%a-ine* t1e natue an* value o( t1e ele-ents o( an e((ective website base* on usabilit'
&inci&les7 4sabilit' e(es to 1ow well uses can ta6e a*vanta"e o( t1at (unctionalit'7 $ seies o( ite-s s1ow us t1e e%tent
to w1ic1 a blo" is stuctue* an* usable so t1at it is easie (o uses to bowse an* use it7 Fne o( t1ese is t1e seac1
en"ine7 81e esults eveal t1at 6876O o( t1e sa-&le anal'5e* 1as intenal seac1 en"ines, w1ile 707?O contains seac1
en"ines (o ot1e blo"s7
Ft1e use(ul (eatues ae ac1ives (8976O), usuall' o*ee* an* s1own c1onolo"icall', an* -ost ecent &osts (857?O),
w1ic1 -a6e it easie to consult t1e blo"7 81e list o( -ost ecent blo" &osts is usuall' (oun* in t1e lowe cental (a-e o(
t1e blo" an* ten*s to contain t1e -ost cuent co--ents7 $c1ives, 1oweve, ae la"el' situate* in t1e i"1t o le(t
(a-e o( t1e blo"7
8ac6bac6s, w1ic1 e"iste t1e lin6s t1at uses 1ave (ollowe* to ot1e websites, ae less wi*el' use*Da -ee 3?73O
o( t1e blo"s anal'5e*7 0oeove, 1a*l' an' o( t1e blo"s t1at *o o((e t1is &ossibilit' 1ave a tac6bac6 in t1ei co--ents7
81is su""ests t1at t1is &owe(ul tool (o inteaction between blo"s is ael' i-&lante* an*, t1ee(oe, un*euse*7
8ac6bac6s
J& 'ifra, A& (uertas ) Pu*lic Relations Revie# +, -.//01 .234.56 273
Table !
!lo"s lin6s
Pin6s to < O
!lo"olls to ot1e PR blo"s 64 9575
!lo"olls to ot1e blo"s 49 737?
8o co--ents on ot1e blo"s 38 5677
8o websites o( inteest 54 8076
8o PR co-&an' websites 36 5377
8o -a6etin" co-&an' websites 25 3773
enable two o -oe co--ents between *i((eent blo"s to be lin6e* u& so t1at t1e' ae inteelate*7 Fn t1e w1ole, t1is
lin6 is locate* at t1e (oot o( t1e blo" &ost, ne%t to t1e co--ents7
+&6& Connectivity
$s is evi*ent (o- 8able 2, t1e weblo"s anal'5e* ae la"el' lin6e* to ot1e &ublic elations blo"s wit1 co-&aable
c1aacteistics an* ob<ectives t1at -a' be o( inteest to uses7 !lo"olls ae lists o( lin6s to ot1e blo"s t1at t1e aut1o
ea*s o eco--en*s7 81is is anot1e *istinctive (eatue o( t1e -e*iu- t1at boosts co--unities b' ceatin" cosse* lin6s
between blo"s (Fi1uela, 2006)7
Secon*l', t1e esults s1ow t1at t1e blo"s ae lin6e* to websites o( inteest w1ic1 also concen &ublic elations an*
o"ani5ational co--unication7 So, oveall, t1e blo"s ae e(9cientl' lin6e* u& since all lin6in" &ossibilities wit1 ot1e
online -e*ia ae (oun* in ove 1al( o( t1e blo"s (8able 3), e%ce&t t1e lin6s to -a6etin" websites7 81is in*icates t1at t1e
stuctual vision o( &ublic elations is (a ston"e t1an t1e instu-ental &es&ective7
#. $nalysis and correlation of variables
Co-&ain" t1e *e"ee o( *evelo&-ent an* teat-ent o( t1e vaious anal'sis vaiables in t1e sa-&le blo"s, 8able 4
eveals t1at boa*l' s&ea6in" t1e blo"s ten* to be 1i"1l' usable an* ae lin6e* to ot1e websites7 /oweve, t1e' ae not as
inteactive7
81ese esults ae co-&aable to t1ose (oun* in a stu*' on websites (Nena. n*e5 Cavia > /uetas, 2006), in w1ic1
t1e vaiables o( usabilit' an* inteactivit' wee also anal'5e*7 81is *e-onstate* t1at t1e sites anal'5e* 1a* bette
stuctue, *esi"n an* usabilit' t1an inteactivit'7 2ebsites ae -oe usable an* stuctue* t1an inteactive7 $n* t1e sa-e
can be sai* o( blo"s7 81ee(oe, in "eneal, t1ee is a sGuan*ee* &otential in inteactive esouces, w1ic1 ae &ecisel'
w1at c1aactei5e an* set a&at online co--unication7
2eblo"s s1oul* -a6e (ulle use o( t1e &ossibilities (o inteactivit' a((o*e* b' t1e -e*iu- since t1is is one o( its
*istinctive c1aacteistics7 Nut1e-oe, a stu*' b' Du an* 2a"ne (2006) s1owe* t1at t1e -ost success(ul blo"s t1ose
&ullin" in -illions o( visitos ae t1ose t1at -ana"e to "ive t1ei ea*es "eate wot1, bot1 t1ou"1 t1e -anne in
w1ic1 t1e content is &esente* an* o"ani5e*, an* t1ou"1 t1e social inteaction esouces on o((e to uses7 /ence, t1e
vaiables o( usabilit' an* inteactivit' ae vital to blo" e(9cac'7 $s 1as been s1own, t1e latte 1as still so-e *evelo&-ent
to un*e"o7
3( we elate t1e anal'sis vaiables to eac1 ot1e it is &ossible to obseve t1at t1e' a&&ea to 1ave no coelation7 $s
suc1, &esonal blo"s ae neit1e -oe usable, -oe inteactive no -oe connecte* t1an co&oate blo"s7 $n* vice vesa7
Pi6ewise, t1e -ost usable blo"s ae neit1e t1e -ost inteactive no t1e -ost connecte*7 81is &atten is e&eate* in all o(
t1e vaiables7 /oweve, t1ee is so-e coelation between concete vaiables an* ite-s anal'5e* in t1e stu*', w1ic1
s1e*s li"1t on t1e c1aacteistics an* (unctionalit' o( t1e &ublic elations blo"s in t1e stu*'7
Nistl', t1e autorsip vaiable s1ows an absolute (r U ?700) an* si"ni9cant (p 07000) ne"ative coelation wit1 t1e
teat-ent o( issues e"a*in" a*vetisin" ca-&ai"ns an* &ublic elations7 81is i-&lies t1at all o( t1e co&oate blo"s
anal'5e* *is&la' an* *iscuss t1ei ca-&ai"ns7
Secon*l', wit1 e"a* to blo" ob<ectives, t1ose t1at ai- to "ive in(o-ation about t1e aut1o=s &esonal li(e coelate
totall' (r U ?700) an* si"ni9cantl' (p 07000) wit1 issues *ealt wit1 aoun* &esonal li(e7 Po"icall', t1is t'&e o( blo"
inclu*es in(o-ation (o- t1e aut1o concenin"# 1obbies, ecent ti&s, &o(essional an* &esonal 1i"1li"1ts, an* so (ot17
Si-ilal', blo"s t1at ai- to &ovi*e in(o-ation about &o*ucts o sevices coelate wi*el' (r U 0772) an* si"ni9cantl'
(p 07006) wit1 blo"s t1at 1ave -oe vi*eos an* inteactive esouces (r U 0757) (p 07002)7 So, as can be seen, blo"s
wit1 &o-otional ob<ectives ae -oe li6el' to use inteactive esouces an* vi*eos to *is&la' t1ei &o*ucts an* sevices
in suc1 a wa' t1at is -oe attactive to uses7
Table #
Desci&tive statistics o( anal'5e* vaiables
Vaiables 0ini-u- 0a%i-u- 0ean Stan*a* *eviation Vaiance
Pin6e* 2 6 3795 ?7396 ?7948
0iscellaneous ? 8 5754 ?7938 37755
3nteactivit' 0 7 4707 ?7694 27870
4sabilit' ? 5 3754 ?7027 ?7055
274 J& 'ifra, A& (uertas ) Pu*lic Relations Revie# +, -.//01 .234.56
Convesel', blo"s w1ose &u&ose is to e&ot on an o"ani5ation coelate ne"ativel' wit1 t1e &ossibilit' (o e%tenal
co--ents (o- uses (r U 0774) (p 07007) an* wit1 t1e o&tion o( contactin" t1e aut1o (r U ?700) (p 07008)7
$stonis1in"l', co&oate blo"s w1ic1 1ave an o"ani5ation as a 1etoical sub<ect in t1e &ublic s&ace be1in* t1ei aut1o
ae not ta6in" a*vanta"e o( w1at t1is new -e*iu- can a((o* as a 6e' tool in elations1i&s -ana"e-ent7
$s 1as been *e-onstate* in &evious stu*ies (Cass, 0unoe, > 8ucotte, 2005I Aelle1e > 0ille, 2006I Pee et al7,
2006), t1e ca&acit' to (acilitate convesation wit1 au*iences an* (o t1ese to -a6e t1ei own co--ents 1as a
consi*eable an* a &ositive i-&act on uses= &ece&tion o( t1e o"ani5ation7 No Pee et al7 (2006), co-&anies -ust eali5e
t1at settin" u& o&en *ialo"ue wit1 consu-es is t1e best wa' to (o"e "oo* elations wit1 t1e-, base* on (a-iliait' an*
ce*ibilit'7 $**itionall', t1e' believe t1at t1is is t1e &i-e bene9t o( co&oate blo"s t1ei ca&acit' (o *ialo"ue7 Cass et
al7 (2005) a** t1at blo"s w1ic1 (oste &atici&ation (o- consu-es an* ta6e on boa* t1ei co--ents not onl' buil*
"oo* elations but ac1ieve -oe sales an* business since ascetainin" consu-e nee*s an* encoua"in" t1e- to "ive
i*eas an* su""estions lea*s to bette sales 9"ues7
/oweve, t1e esults o( ou stu*' s1ow t1at -an' 9-s still 1ave -is"ivin"s about "ivin" uses o custo-es total
(ee*o- to -a6e unesticte* co--ents7 81ee(oe, &ublic elations 9-s ae actuall' un*eutili5in" a -a<o value in
e%cellent &ublic elationsD*ialo"ue (Aent > 8a'lo, ?998)7
3( we loo6 at inteactive esouces, t1e esults s1ow a 1i"1 coelation (r U 0762) (p 07008) between &1otos an* vi*eos
an*
between &1otos an* lin6s to ot1e websites (r U 0769) (p 07007)7 Suc1 esults su""est t1at t1e blo"s t1at contain t1e
-ost &1oto"a&1ic i-a"es ae also t1e ones wit1 t1e -ost vi*eos an*, t1ee(oe, (ocus on t1e teat-ent o( i-a"es an*
-ulti-e*ia esouces7 81ese ae also t1e blo"s t1at 1ave t1e -ost lin6s to ot1e websites an* ae t1e -ost connecte*7
81ee is a 1i"1 (r U 0790) an* si"ni9cant (p 07006) coelation between vi*eos an* t1e sale o( &o*ucts an* sevices
an* a ston" coelation (r U 0786) (p 07000) between vi*eos an* t1e o&tion to subscibe7 81is tells us t1at t1e blo"s
t1at sell &o*ucts an* sevices ae t1ose t1at inclu*e t1e -ost vi*eos7 So, as 1as been *e-onstate* &eviousl', vi*eos can
be "oo* &o-otional tools t1at -a6e online &o*ucts an* sevices sales -oe tan"ible7
Si-ilal', t1ee is an absolute (r U ?700) an* si"ni9cant (p 07003) coelation between &o*ucts sales an* t1e
o&tion to subscibe7 81is eveals t1at all blo"s on w1ic1 &o*ucts an* sevices ae sol* eGuie bu'es to subscibe7
81ee is also a 1i"1 (r U 0760) an* si"ni9cant (p 07003) coelation between inteactive esouces an* t1e
subsci&tion o&tion7 81is -eans t1at t1e blo"s wit1 -ost inteactive esouces ae also t1ose t1at -ost use t1e use
subsci&tion o&tion7 81ese esults ae lo"ical in t1at suc1 inteaction -a6es it &ossible to ascetain *ata on uses as
well as t1ei nee*s an* o&inions7
Ninall', t1ee is also a -o*eateK1i"1 coelation (r U 0755) (p 07008) between -oe lin6e* u& blo"s an* t1ose t1at
*eal wit1 issues in t1e &o(essional an* t1e labo -a6etI an* a 1i"1 coelation (r U 0779) (p 07000) between t1e -ost
lin6e* u& blo"s an* t1ose about issues on &ublic elations 9-s7 $ll o( t1is -eans t1at t1e blo"s t1at ae -ost inteeste* in
t1e &ublic elations &o(ession an* in*ust' ae also t1e ones t1at ae best connecte* to ot1e websites an* elate* blo"s7
%. &onclusions
81is stu*' s1ows t1at &ublic elations blo"s 1ave been aoun* (o suc1 a s1ot ti-e t1at so-e o( t1ei esouces an*
ca&acities ae still un*eutili5e*7 81e lac6 o( *evelo&-ent in inteactive esouces is &oo( o( t1is7 No instance, t1e -ost
i-&otant o( t1ese, w1ic1 is a *e9nin" c1aacteistic o( blo"s (ut1e-oe, is t1e &ossibilit' (o uses to wite an* a**
co--ents7 0an' blo"s still *o not enable t1is7
3t is sti6in" t1at &ublic elations 9-s= blo"s t1e blo"s anal'5e* in t1is stu*' s1oul* be less acce&tin" o( uses=
(ee o&inions t1an &esonal blo"s7 Pevious stu*ies 1ave s1own t1at t1is esouce is an i-&otant co--unicative
tec1niGue in &ublic elations t1at enables twoKwa' co--unication between o"ani5ations an* t1ei au*iencesI an* 'et,
t1e co-&an' blo"s in t1is secto ae t1ose t1at use it least7
0oeove, in "eneal inteactivit' is &ool' *evelo&e* in t1e blo"s anal'5e*7 3nteactive esouces ae scant in te-s
o( t1e sevices t1e' coul* o((e, suc1 as# use &olls, vi*eo *ownloa*s, c1ats an* online &ublications7 3t is t1ee(oe &ossible
to sa' t1at t1e inteactive &otential to involve, inteest an* entetain uses is bein" waste*7
Fn anot1e note, one o( t1e (oe-ost c1aacteistics o( t1is new -e*iu-, w1ic1 is also obseve* in t1e sa-&le
anal'5e*, is t1e sub<ective natue o( t1e blo" &osts7 81e aut1os o( t1e blo"s anal'5e* ta6e t1e -ost newswot1' events
to "ive t1ei o&inions on issues elate* to -a6etin" co--unication an* &ublic elations7 81ei &i-a' ob<ectives ae# on
t1e one 1an*, to 6ee& &ublic elations &o(essionals abeast o( cuent a((ais, latest 1a&&enin"s in t1e secto, <ob o((es,
an* so (ot1I an* on t1e ot1e, to ceate a s&ace (o *ebate an* *ialo"ue between t1ese &o(essionals72it1 e"a* to
t1e -ost (eGuentl' occuin" issues, it is inteestin" to note t1at t1ese ae ael' e*ucational to&ics suc1 as
con(eences, t1eoies o ecent eseac17 $s suc1 it is &ossible to obseve a wi*enin" "a& between t1e &o(essional wol*
o( &ublic elations an* aca*e-ic eseac1, *es&ite inceasin" eseac1 into &ublic elations an* co--unicational
o"ani5ation in ecent 'eas7 3n t1ei stu*' on t1e ole o( t1eo' *evelo&-ent in &ublic elations sc1olas1i&, Sallot P'on,
$costaK$l5uu, an* )ones (2003) cate"oi5e* t1e aticles &ublis1e* in -ain &ublic elations aca*e-ic <ounals (Pu*lic
Relations Revie#, Pu*lic Relations Researc Annual, and Journal of Pu*lic Relations Researc) in t1ee cate"oical an* 38 subK
cate"oical vaiables7 81e t1ee cate"oical vaiables wee# intos&ective, &actice o a&&lication o( &ublic elations, an*
t1eo' *evelo&-ent in &ublic elations7 $cco*in" to t1is cate"oi5ation, base* on Ne"uson=s (?984) eseac1 about t1e
status o( t1eo' buil*in" b' &ublic elations sc1ola, use* in ot1e -a<o content anal'sis eseac1 o( &ublic elations bo*'
o( 6nowle*"e (0olle*a > Pas6in, 2005I +i(a > Castillo, 2006),
J& 'ifra, A& (uertas ) Pu*lic Relations Revie# +, -.//01 .234.56 275
t1e *ata collecte* su""est t1at blo"s anal'5e* ae basicall' elate* to t1e practice or application of pu*lic relations an* ae
also introspective7
3n s1ot, we can see t1at in t1e a&i* *evelo&-ent o( blo"s t1ee ae still two aeas t1at -ust be booste*7 Nistl',
inteactive esouces in "eneal s1oul* be (ut1e *evelo&e* on blo"s, an* &aticulal' t1ei ca&acit' to allow -oe
e%tenal co--ents (o- uses7 Secon*l', t1e &o(essional &ublic elations secto, an* s&eci9call' so-e 9-s in t1at
secto, s1oul* lea* t1e 9el* in -a6in" t1e -ost o( t1e co--unicative esouces t1at blo"s enco-&ass an* in (ull'
*evelo&in" t1ei &otential as a 6nowle*"e -ana"e-ent tool in t1e &actice o( e%cellent &ublic elations7
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/eea, P7, > Cela'a, P7 (2006)7 Cos *logs en la comunicacio?n empresarial en $spana! U
?
ltimas tendencias7 0a*i*# Bu&o !P0F7
/ein", S7 C7, Sc1ei*t, P7 $7, !onus, S7, > 2i"1t, ;7 (2004)7 !i*"in" t1e "a&# $ "ene anal'sis o( weblo"s7 3n Proceedings of te +5t (a#aiDi 9nternational
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3347
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Fi1uela, )7 P7 (2006)7 Ca revolucio?n de los *logs7 0a*i*# Pa es(ea *e los libos7
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*evelo&K
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Ean", A7 C7 C7 (2007)7 Nactos in@uencin" 3ntenet uses= &eceive* ce*ibilit' o( newsKelate* blo"s in 8aiwan7 Telematics and 9nformatics, .,(2), 69857