Abstract:
Our internet usage habits that have developed since Web 1.0, and social media platforms that have become the center of our lives with Web 2.0, have provided space for business strategies to progress in this direction. Today, these digital platforms have also become public relations tools. Public relations is a multidisciplinary concept, but it is constantly transforming by taking advantage of the communication tools offered by the period and uses digital platforms for different purposes. Today, it is very important for a business to have visibility in the digital world to reach its target audience. However, just being visible is not enough, strategic planning and monitoring of many different elements such as how the business communicates with its target audience, how it shows a brand presence in this world, and the correct management of its image are also important for success. In this study, success factors will be analyzed and evaluated within the framework of digital public relations applications and projects in the health sector. Digital public relations are public relations applications carried out by taking advantage of digital platforms. In the study, the concept of public relations and the concept of digital public relations were examined within a conceptual framework, and then case studies were included by examining how public relations feeds off and benefits from the digital world. In the case studies, “recent award-winning digital public relations projects” in the health sector were selected and project implementations were examined by conducting a comparative content analysis in terms of known success factors.

Keywords: Public Relations, Digital Media, Web, Reach, Impression

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