Özet:

This study undertakes organizational web sites' efficient configuration and utilization facilities in the direction of dialogical communication principles and discusses public relations' contribution to the organizational efficiency and productivity through the world wide web with the several implications for public relations practitioners. When organizational web sites are organized to facilitate dialogical communication, it enables to maintain long term, balanced, two-way and qualified relationships between organizations and their strategic publics. Hence organizational efficiency and productivity would be improved. Ease of web sites' usability, usefulness of information for strategic publics, keeping visitors in the web sites and generation of return visits and finally dialogical loop are the key strategies to develop dialogical capacities of web sites as public relations medium.

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