The purpose of this paper is to provide a framework of excellence for the development of an online press office at Cardiff Council.
The paper presents an analysis of key issues of public relations theory as they apply to the provision of an online press office. This is supported by a survey of journalists who have used Cardiff's media service and enhanced by assessment of examples of existing best practice across local authorities in the UK.
The result is a suggested framework of nine core elements for excellence, which draws on theory and practice and could be applied by other local authorities. The study shows that provided these guiding principles are followed, a basic site can be as successful as one with all the bells and whistles.
The paper makes a substantial contribution to the evidence base for the implementation of local authority online press offices in the UK.
