Analysis of Corporate Web Sites as a Public Relations Tool, with Regards to Knowledge Management Process

The corporations that wish to create a successful web site and to perform their public relations activities on virtual environment, need to develop a system that can enable them to use the knowledge flow between the target audience and the corporation, the interaction among them and the knowledge inside and outside of the corporation effectively. For this purpose, a knowledge management system needs to direct the three important phases which are: knowledge sharing between the corporations and the target audience on web environment, knowledge acquisition and dissemination of the knowledge, in an interactive way. Implementation of an knowledge management process that includes aforementioned three phases will both enable the corporation to be in an interaction with the target audience and to obtain fast feedback. For this purpose, this study will examine the virtual public relations activities, that are implemented via their corporate web site, of first 20 companies who are chosen as Turkey’s most popular companies of 2012, by using content analysis, with regard to knowledge management process. So that, in order for the corporations to be distinguished from their competitors by gaining awareness before their target audience and to gain effective results in public relations activities, an establishment of a guide for the management of continuous knowledge flow that is generated inside and outside of the corporation, is aimed.