DEFINING THE STAKEHOLDERS' PRIORITIES THROUGH THE CONTENT OF PRESS RELEASES

Abstract

tuThe common usage of social media has increased the need for foundations to inform their stakeholders about their activities. One of the most important channels that institutions transmit information is the press room in the corporate websites because institutions can transmit information to their stakeholders about themselves through the press rooms. In addition, institutions have the opportunity to determine stakeholders that they are going to address first and which stakeholders' expectations they are going to meet by producing new content. The research has a significant place in determining which stakeholders' needs will be satisfied primarily through press rooms in the corporate websites. This research is based on a field research method by categorically analyzing the content of the press releases in the corporate websites of the first 25 institutions in the Fortune Turkey 500 list. As a result of this research it is found that institutions mostly publish their press releases in order to meet surrounding community members' needs; the press releases are mostly focused on the activities which are adopted to carry out community services and the difference among the stakeholders who are addressed is emphasized.