A Comparative Web Site Analysis of Public Relations and Advertising Agencies as Originators of Communication in Turkey

By Cisil Sohodol Bir, H. Kemal Suher and İdil Karademirlidag Suher.

Published by The Technology Collection

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Article: Print $US10.00
Article: Electronic $US5.00

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

The International Journal of Technology, Knowledge and Society, Volume 5, Issue 5, pp.41-60. Article: Print (Spiral Bound). Article: Electronic (PDF File; 2.152MB).

Dr. Cisil Sohodol Bir

Assistant Professor, Communication Faculty, Bahcesehir University, Istanbul, İstanbul, Turkey

Çisil SOHODOL BİR graduated from Ege University, Faculty of Communication, Public Relations Department in 2000. She is working as a Assistant Prof. Dr. in Public Relations Department, Bahcesehir University since 2005. She lectures introduction to public relation, crisis management, organizational culture and communication, corporate social responsibility.

Dr. H. Kemal Suher

Vice Dean, Bahcesehir University, İstanbul, İstanbul, Turkey

H. Kemal SÜHER worked as research assistant 1995‐2005 in Anadolu University, and he was appointed to Assistant Professor to the Advertising and Public Relations Department in Communication Sciences Faculty in Anadolu University in 2003. He is working as Vice Dean in Communication Faculty in Bahçeşehir University since 2005. He graduated from Eskisehir Anadolu University Faculty of Communication Sciences, Advertising and Public Relation Department.

Dr. İdil Karademirlidag Suher

Head of Public Relations Department, Bahcesehir University, İstanbul, İstanbul, Turkey

İdil KARADEMİRLİDAĞ SÜHER graduated from Eskişehir Anadolu University Faculty of Communication Sciences, Advertising and Public Relations Department. She is working as Head of Public Relations Department in Bahcesehir University since 2005. She is working as Chair in Social Sciences Institute, Marketing Communication and Public Relations Master Program since 2006 in Bahçeşehir University.

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