Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites

Recently, corporate responsibility has become a prominent issue internationally. It has also become a research priority in public relations, having been considered one of the key aspects of that field for decades. Several studies have shown the importance of the Internet and of corporate websites as public relations tools and the growing relevance of corporate websites for communicating approaches to corporate responsibility. This paper discusses the importance of corporate responsibility information on those websites, and their levels of interactivity. The authors have designed a specific tool to analyse these aspects of corporate websites.