Advertising and public relations agencies, as originators of communication that is cognizant of the benefits and characteristics of the internet, are encouraging the organizations they represent to utilize web technologies and especially the internet extensively. Public relations and advertising agencies encourage their institutional customers to use web technologies effectively, and advise them on improving web presence strategies, but how extensively and effectively they themselves use the internet for reaching mass targets has not yet been quantified. In order to determine the effectiveness and scope of advertising public relations agencies’ internet presence, purposive sampling techniques were used among the largest advertising and public relations agencies selected separately for the research. In this research, content analysis was used as the data collection method. For the web site analysis of the aforementioned organizations, the method used by Gibson, Margolis, Resnick and Ward in their “Election Campaigning on the WWW in the US and the UK: A Comparative Analysis” was taken as the basis.
In the analysis of the PR and ad agencies’ web sites, indices were developed by taking the characteristics of function and presentation as the basis. In this context, the interactive communication and interaction with the users’ information communication flow was analyzed specifically by quantifying the horizontal and vertical communication from top to bottom and from bottom to top for each web site. Initially, the information flow of the institutional web sites, communication network, participation, and campaign functions were analyzed. Additionally, some of the institutional web sites were evaluated upon the characteristics of presentation such as visuality, accessibility, visiting, and visibility.
|Keywords:||Internet, Web Site Analysis, Communications|
Assistant Professor, Communication Faculty, Bahcesehir University, Istanbul, İstanbul, Turkey
Vice Dean, Bahcesehir University, İstanbul, İstanbul, Turkey
Head of Public Relations Department, Bahcesehir University, İstanbul, İstanbul, Turkey
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