An analysis of the institutional strategic communication of the Council of Higher Education via its website

We are currently living in an era where digitalization accelerates, the world order is redesigned and institutional components quickly change. Today, effective use of public relations-oriented communication opportunities determines whether institutions will be successful. Therefore, it is important for institutions to be able to create a corporate image conveying information and building confidence. In this context, strategic communication between the institution and the target audience grows in importance. Strategic communication is a communication method that gets the support of the target audience, convinces and influences them by using the right messages at the right time in order to achieve the institutional goals in the long run. Strategic communication is also a valuable tool for public institutions. Public institutions can make regulations that directly or indirectly concern all citizens living in that country. Individuals want to quickly reach reliable information such as legislation, decisions and announcements regarding public services. As for the external images of the institutions and the impressions they have in the eyes of the target audiences, the communication established by the institutions with the target groups is important. Organizations' strategic communications need to make a difference in the long term in a way to support their reputation. It is effective public relations practices that communication channels provide opportunities which are effective and allow feedback. The study analyses the institutional strategic communication of the Council of Higher Education, one and only institution responsible for planning the higher education in Turkey. In this context, the situation of dialogic communication, providing an opportunity for two-way communication, is also assessed on the website of the Council of Higher Education. Dialogical communication, which provides an active and appropriate communication environment for the digital age with target audiences over the internet, is important in terms of contributing to the strategic communication of the institution. In line with the purpose of the study, the website of the institution is analysed. Suggestions for improvement have been developed for the institution to communicate effectively with target audiences.