Public relations web presence of universities: how higher education is using the Internet

Several studies have described the content and organization students expect of a college and university Web site, but few have focused on whether the expected content is actually available in the format students desire. Here, a content analysis of 374 Web sites of higher education institutions in the USA, provides a glimpse of how higher education institutions are using the Web to facilitate student relations by investigating each Web site's homepage organization and content. Additionally, the content of student information directories, defined as a hyperlink on the homepage that is obviously intended for students ("Students," "Prospective students," "Current students"), is considered. The analysis revealed alumni and friends were the most frequently targeted audience on the homepages. Contact information and academic programs were among the most frequently found items in the student information directories. In previous studies, students requested an online or downloadable admissions application on the homepage or prospective student information directory. More than half of the prospective student information directories supplied an application, whereas the application was only provided on a quarter of the homepages. Results shows that efforts are being made to provide students with online information, but the need for improvement exists.