Recently, the Internet has become a new and exciting method of information exchange. Unfortunately, it has also become the most ambiguous medium to measure effectively. Many Web developers miss the overall understanding of how Web sites could be more successful and beneficial for the users. Essentially, they miss the opportunity to use the Web as a public relations tool. This is especially true for institutions of higher education. Even when institutions use various public relations methods they are not guaranteed successful Web ventures. Therefore, research must be done to understand...