On-line public relations: towards an integrated theoretical model

Abstract

Much has been said about the so-called information superhighway. Organisations are realising that a whole new world can be created on-line: more and more organisations, and individuals, are entering this superhighway at an incredible rate. Ironically, most people do not have a clue what the information superhighway really is, which is, for example, evident in the 1993 advertisement of the telecommunication giant, Pacific Bell, which claimed that: ‘While others talk about the information superhighway, we're actually building it’, but only launched their consumer Internet access service in 1996. In spite of widespread ignorance, the exponential growth of the Internet provides public relations practitioners with constantly expanding on-line public relations resources and the opportunity to use these online systems to create or enhance the images of organisations in the market place.

Without theory, the field of on-line public relations has no framework for understanding, organising and integrating the many activities and purposes of online public relations. Therefore online public relations needs a body of knowledge grounded in theory. It is clear that the shift is away from mass communication towards dialogical or interactional communication. In order to understand the theory of on-line public relations, it is important to systemise it in terms of a theoretical aporoach. This leads to the main aim of this article, which is to propose a theoretical model, the Or,-line Public Relations (OPR) model, to provide a suitable framework for explaining the on-line public relations process, and if applied in the development of on-line public relations plans or strategies, it can maintain its utility as a framework for the analysis thereof.

Based on a qualitative approach, this article attempts to theoretically explore, describe, interpret and conceptualise the concept on-line public relations, with specific reference to the development of on-line public relations in South Africa, the shift from traditional paradigms to new on-line trends and the integration of on-line public relations with other communication processes. Particular reference is made to the theoretical foundations of on-line public relations, and it is argued that at the root of on-line public relations, as a framework for explaining it, lies the need for an integrated theoretical approach. In the last section, a new OPR model is proposed, and a brief discussion of the elements of the model, the conceptual foundation of on-line information and information overload is presented.     

To move or not to move: Relationships to place and relocation choices in HOPE VI

This article has two purposes. First, it explores the ideas of vulnerability, precariousness, and resilience as they apply to people, housing, neighborhoods, and metropolitan areas. People might be more vulnerable to shocks or strains, we propose, if they are members of racial/ethnic minorities, recent immigrants, non-high school graduates, are children or over 75 years old, disabled, recent veterans, living in poverty, or living in single-parent households. Housing may be more precarious, we propose, when it is rented, multi-family, manufactured, crowded, or subject to overpayment. The article goes on to document the relationships between potential personal or household vulnerability and potentially precarious housing conditions. Microdata from the 2005–2007 American Community Survey suggest that an important minority of people have multiple vulnerabilities; these vulnerabilities associate with residence in precarious housing. We suggest that policy be directed toward precarious situations most likely to afflict the most vulnerable populations, especially single-parent households and immigrants.     

Age estimation by measurements of developing teeth: accuracy of Cameriere's method on a Brazilian sample

Developing teeth are commonly the criteria used for age estimation in children and young adults. The method developed by Cameriere et al. (Int J Legal Med 2006;120:49-52) is based on measures of teeth with open apex, and application of a formula, to estimate chronological age of children. The present study evaluated a sample of panoramic radiographs from Brazilian children from 5 to 15 years of age, to evaluate the accuracy of the method proposed by Cameriere et al. The results has proven the system reliable for age estimation, with a median residual error of -0.014 years between chronological and estimated ages (p = 0.603). There was a slight tendency to overestimate the ages of 5-10 years and underestimate the ages of 11-15 years.     

Trace element fingerprinting of Australian ocher using laser ablation inductively coupled plasma-mass spectrometry (LA-ICP-MS) for the provenance establishment and authentication of indigenous art

The expansion of indigenous art and the interest it has generated both at a domestic and international level means large monetary transactions are taking place between art galleries or centers and purchasers. As such, an accurate and conclusive method for provenance determination of traditional indigenous artistic materials must be established that can, if necessary, be used to assist in authentication of artworks. Laser ablation inductively coupled plasma mass spectrometry was utilized for elemental differentiation and provenance establishment of ocher samples. This research was used to develop a robust scientific protocol which facilitates definitive and accurate determination of provenance of Australian ochers and the artworks created using them. Analysis of the results obtained through this study show that the trace metal distribution patterns alone appear to be sufficient evidence to establish provenance of specific ochers, although additional differentiation between ocher samples, using major element distribution patterns, was achieved through the utilization of X-ray analytical techniques.     

The detection of sedatives in hair and nail samples using tandem LC-MS-MS

Drug screening methods were developed to detect alprazolam, clobazam, clonazepam, diazepam, midazolam, oxazepam, temazepam, triazolam, zopiclone, and selected metabolites in human hair and nail samples employing liquid-liquid extraction and tandem liquid chromatography-mass spectrometry (LC-MS-MS). Hair and nail samples were obtained from patients who had recently discontinued or were currently prescribed one or more of the targeted drugs. Prazepam was used as the internal standard for all compounds. Some components in the hair matrix gave the same transitions as some of the analytes but did not compromise the analyses because their retention times differed from those for the target compounds. The analytical run time was 8-10min. Results of the hair analysis of a DFSA victim are also presented.