본 연구는 현재 국내 중소기업들이 자사의 웹사이트를 홍보차원에서 어떻게 활용하고 있는가를 살펴보았다. 특히, 본 연구는 다양한 홍보 활동 중 웹사이트를 통한 언론관계 활동을 중점적으로 분석했다. 이를 구체적으로 살펴보기 위해 국내 100대 기업과 미국 중소기업과의 비교분석을 실시했는데 분석 결과, 국내 중소기업은 비교 기업들보다 언론관계를 위한 수단으로 자사의 웹사이트를 적극적으로 활용하지 않고 있는 것으로 나타났다. 본 연구의 결과는 국내의 중소기업들이 커뮤니케이션의 효율성 극대화를 위해 웹사이트를 좀 더 전략적으로 활용할 필요가 있음을 시사한다.
The small and medium enterprises(SMEs) as well as large corporations have been active on the use internet as PR communication tool. In fact, many SMEs have and operate their own web sites for communicating with their stakeholder. This study is to examine the Korean SMEs` web sites in terms of PR communication, especially in the aspects of media relations. Many companies have a strong interest on mass-media relations, because they believe that media-relations are very effective communication tools. So, they are needed to consider actively media-relations in their on-line PR activities. That means companies` web sites can be also a efficient and effective channels for developing and enhancing relationship with mass media or journalists. This study used four categories; basic media relations tools, useful information, interactive communications tools, and ease of use for journalists. This study conducted a content analysis of 100 Korean SMEs, Korean top 100 companies, and US SMEs` web sites. The web sites of companies were randomly assigned to two coders who visited the sites from March 15 to April 2, 2012. This study analyzed the current status of press room, press kit, press release data, company history, organization chart, event informations, contact information, financial informations, site map, search service, and so on. The results of this study show that the Korean SMEs` media relations activities throughout their web sites are passive. Of course, the companies` web sites are not operated and managed for only media relations, they will be able to expect a large effect, if they would use them, which are already owned, for media relations channels. Overall, the Korean SMEs are providing a variety of information about them on their web sites, but they don`t use these channels in a PR sense. Particularly, the results of this study indicate that the Korean SMEs need to consider their web sites for strategic media relations. This study suggests that having and operating the web site is not important, but seeking ways to manage it efficiently is more important. Actually it is likely to be costly to plan and manage the web sites. Therefore, SMEs in the limits of a fairly tight budget for communications, should consider and seek a way for the efficient and cost-effective operation of their web sites. If SMEs could offer various information for the many different types of stakeholder, they could save a lot of expense for communication. So, this study suggests the importance that SMEs attribute to web-based media tools to achieve organizational goals.