Evaluation of BIST 30 Companies' Websites in Terms of Financial Public Relations

Aygün Özsalih

Article Details

Evaluation of BIST 30 Companies' Websites in Terms of Financial Public Relations

Authors:

Aygün Özsalih

Publisher:

Akdeniz University

Main Topics:

Gazetecilik

Journal:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 48, pp.174-199

Document Type:

Article

Publication Date:

4/2025

Document Language:

Turkish

Document ID (Org No.):

2001345911

pISSN:

2619-9718

Keywords:

Abstract:

 This study aims to identify the prominent financial public relations tools on the websites of companies listed in the BIST 30 index in Turkey and to compare these tools at a sectoral level. Data collected from the companies websites between January 1-15, 2025 were examined using descriptive content analysis and divided and coded into four categories: news and announcements, corporate publications, visual and digital media and social media. The findings showed that news and announcements and social media are widely used in almost all sectors, but there are sectoral differences in the use of corporate publications and visual-digital media. For example, the banking sector showed a strong performance in terms of news and announcements, corporate publications and social media use, but lagged behind in the use of visual and digital media. While the technology and defense sector stands out as the sector that uses all communication tools most effectively, the mining sector has the lowest level of digitalization. It was determined that other sectors also showed a strong presence in certain categories, while falling behind in some areas. Within the scope of the study, it is recommended that companies increase their digital media investments, encourage corporate publications and develop social media platform diversity. It is also emphasized that customized financial public relations strategies should be developed in line with stakeholder expectations. This study contributes to the literature on financial public relations strategies and sectoral differences of BIST 30 companies.

 This study aims to identify the prominent financial public relations tools on the websites of companies listed in the BIST 30 index in Turkey and to compare these tools at a sectoral level. Data collected from the companies websites between January 1-15, 2025 were examined using descriptive content analysis and divided and coded into four categories: news and announcements, corporate publications, visual and digital media and social media. The findings showed that news and announcements and social media are widely used in almost all sectors, but there are sectoral differences in the use of corporate publications and visual-digital media. For example, the banking sector showed a strong performance in terms of news and announcements, corporate publications and social media use, but lagged behind in the use of visual and digital media. While the technology and defense sector stands out as the sector that uses all communication tools most effectively, the mining sector has the lowest level of digitalization. It was determined that other sectors also showed a strong presence in certain categories, while falling behind in some areas. Within the scope of the study, it is recommended that companies increase their digital media investments, encourage corporate publications and develop social media platform diversity. It is also emphasized that customized financial public relations strategies should be developed in line with stakeholder expectations. This study contributes to the literature on financial public relations strategies and sectoral differences of BIST 30 companies.

 This study aims to identify the prominent financial public relations tools on the websites of companies listed in the BIST 30 index in Turkey and to compare these tools at a sectoral level. Data collected from the companies websites between January 1-15, 2025 were examined using descriptive content analysis and divided and coded into four categories: news and announcements, corporate publications, visual and digital media and social media. The findings showed that news and announcements and social media are widely used in almost all sectors, but there are sectoral differences in the use of corporate publications and visual-digital media. For example, the banking sector showed a strong performance in terms of news and announcements, corporate publications and social media use, but lagged behind in the use of visual and digital media. While the technology and defense sector stands out as the sector that uses all communication tools most effectively, the mining sector has the lowest level of digitalization. It was determined that other sectors also showed a strong presence in certain categories, while falling behind in some areas. Within the scope of the study, it is recommended that companies increase their digital media investments, encourage corporate publications and develop social media platform diversity. It is also emphasized that customized financial public relations strategies should be developed in line with stakeholder expectations. This study contributes to the literature on financial public relations strategies and sectoral differences of BIST 30 companies.

 Bu çalışma, Türkiyede BIST 30 endeksinde yer alan şirketlerin web sitelerinde öne çıkan finansal halkla ilişkiler araçlarını belirlemeyi ve bu araçları sektörel düzeyde karşılaştırmayı amaçlamaktadır. 1-15 Ocak 2025 tarihleri arasında şirketlerin web sitelerinden toplanan veriler, betimsel içerik analizi yöntemiyle incelenmiş ve haber ve duyurular, kurumsal yayınlar, görsel ve dijital medya ve sosyal medya olmak üzere dört kategoriye ayrılmış ve kodlanmıştır. Bulgular, haber ve duyurular ile sosyal medyanın hemen hemen tüm sektörlerde yaygın şekilde kullanıldığını, ancak kurumsal yayınlar ve görsel-dijital medya kullanımında sektörel farklılıklar olduğunu göstermiştir. Örneğin, Bankacılık sektörü; haber ve duyurular, kurumsal yayınlar ve sosyal medya kullanımı açısından güçlü bir performans sergilemiş, ancak görsel ve dijital medya kullanımında geride kalmıştır. Teknoloji ve savunma sektörü ise tüm iletişim araçlarını en etkin şekilde kullanan sektör olarak öne çıkarken, madencilik sektörü en düşük dijitalleşme seviyesine sahip sektör olmuştur. Diğer sektörlerin de belirli kategorilerde güçlü bir varlık gösterirken, bazı alanlarda daha geri planda kaldığı tespit edilmiştir. Çalışma kapsamında, şirketlere, dijital medya yatırımlarını artırmaları, kurumsal yayınları teşvik etmeleri ve sosyal medya platform çeşitliliğini geliştirmeleri önerilmektedir. Ayrıca, paydaş beklentileri doğrultusunda özelleştirilmiş finansal halkla ilişkiler stratejileri geliştirilmesi gerektiği vurgulanmaktadır. Bu çalışma, BIST 30 şirketlerinin finansal halkla ilişkiler stratejileri ve sektörel farklılıklarına dair literatüre katkı sunmaktadır.

Article Details

Evaluation of BIST 30 Companies' Websites in Terms of Financial Public Relations

Authors:

Aygün Özsalih

Publisher:

Akdeniz University

Main Topics:

Gazetecilik

Journal:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 48, pp.174-199

Document Type:

Article

Publication Date:

4/2025

Document Language:

Turkish

Document ID (Org No.):

2001345911

pISSN:

2619-9718

Stakeholder Theory

Financial Communication

Financial Public Relations

Financial Public Relations Tools

BIST 30 CompaniesPaydaş Teorisi

Finansal İletişim

Finansal Halkla İlişkiler

Finansal Halkla İlişkiler Araçları

BIST 30 Şirketleri

Issues

Article Details

Authors: Aygün Özsalih

Publisher: Akdeniz University

Main Topics: Gazetecilik

Journal: Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 48, pp.174-199

Document Type: Article

Publication Date: 4/2025

Document Language: Turkish

Document ID (Org No.): 2001345911

pISSN: 2619-9718

Issues

Authors:

Aygün Özsalih

Publisher:

Akdeniz University

Main Topics:

Gazetecilik

Journal:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 48, pp.174-199

Document Type:

Article

Publication Date:

4/2025

Document Language:

Turkish

Document ID (Org No.):

2001345911

pISSN:

2619-9718