Research Article
İlişkisel Yaklaşım Perspektifinden Halkla İlişkilerde Toplumsal İlişkilerin Önemi Türkiye’nin 500 Sanayi Kuruluşuna Yönelik Bir İnceleme
Abstract
Son yıllarda halkla ilişkiler literatüründe ön plana çıkan ilişkisel paradigmayla birlikte
halkla ilişkilerin, kurumlar ile hedef kitleler arasındaki ilişkilere odaklanan bir disiplin
olduğu yönünde fikir birliği ortaya çıkmıştır. İlişkisel paradigma perspektifinden halkla
ilişkiler kurumlar ve çeşitli hedef kitleleri arasındaki ilişkileri stratejik biçimde tesis
eden, sürdüren, koruyan ve yöneten bir disiplin olarak tanımlanmaya başlanmış
ve paradigma tarafından desteklenen toplumsal ilişkiler, kurum – hedef kitle ilişki
türü olarak, halkla ilişkiler açısından daha da önem kazanmıştır. Kurumların hedef
kitleleriyle toplumsal ilişkiler tesis edebilmesi veya var olan ilişkileri güçlendirmesinde
ön plana çıkan halkla ilişkiler çabaları ise kurumsal sosyal sorumluluk uygulamalarıdır.
Kurumların toplumsal ilişkilere yaptıkları yatırımı hedef kitlelerine sunumu açısından
kurumsal sosyal sorumluluk raporlarına başvurması ve web sayfası raporlaması
yoluyla hedef kitlelerle paylaşması kurumlar ile hedef kitleler arasındaki toplumsal
ilişkilerin yönetiminde önemli bir rol oynamaktadır. Çalışma kapsamında Türkiye’nin
En Büyük 500 Sanayi Kuruluşu listesinde yer alan ilk 100 kuruluşun web sayfaları
üzerinden, toplumsal ilişkilerin yönetiminde kurumsal web sayfalarının sunduğu
fırsatlardan faydalanma durumlarını tespit etmeye yönelik veri toplama tekniklerinden
içerik analizi kullanılarak bir inceleme gerçekleştirilmiştir. Toplumsal ilişkilerin yönetimi
açısından yoğunlaşılan temaların tespit edilmesinde ise Moon ve Chappler’ın (2005)
ortaya koyduğu sınıflandırma temel alınmıştır. İnceleme ile elde edilen bulgulardan
yola çıkarak, toplumsal ilişkilerin yönetiminde kurumların web sayfalarının kapasitesini
tam olarak kullanmadıkları sonucuna ulaşılmıştır.
References
- Botan, Carl H. ve Taylor, Maureen (2004). “Public Relations: State of The Field”. Journal of Communication. December: 645 – 661.
- Branco, Manuel Castelo ve Rodrigues, Lucia Lima (2006). “Communication of Corporate Social Responsibility By Portuguese Banks.” Corporate Communications: An International Journal. 11 (3): 232 – 248.
- Bruning, Stephen D. ve Ledingham, John A. (1999). “Relationships Between Organizations and Publics: Development of A Multi – Dimensional Organization – Public Relationship Scale.” Public Relations Review. 25 (2): 157 – 170.
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- Chapple, Wendy ve Moon, Jeremy (2005). “Corporate Social Responsibility (CSR) in Asia A Seven – Country Study of CSR Web Site Reporting.” Business & Society. 44 (4): 415 – 441.
- Clark, Cynthia E. (2000). “Differences Between Public Relations and Corporate Social Responsibility: An Analysis.” Public Relations Review. 26 (3): 363 – 380.
- Cornelissen, Joep. (2004). Corporate Communications Theory and Practice. London: Sage Publications.
- Cutlip, Scott M., Center, Allen H. ve Broom, Glen M. (2006). Effective Public Relations. 9th edition. New Jersey: Pearson Education Inc.
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- Esrock, Stuart L. ve Leichty, Greg B. (2000). “Organization of Corporate Web Pages: Publics and Functions.” Public Relations Review. 26 (3): 327 – 344.
- Grunig, James E. (2002). “Qualitative Methods For Assessing Relationships Between Organizations and Publics”. Institute For Public Relations. 1 – 2.
- Grunig, James E. (2006). “After 50 Years: The Value and Values of Public Relations”. The Institute for Public Relations 45th Annual Distinguished Lecture. New York, 9 November 2006: 1 – 7.
- Hall, Margarete R. (2006). “Corporate Philanthropy and Corporate Community Relations: Measuring Relationship – Building Results.” Journal of Public Relations Research. 18 (1): 1 – 21.
- Hill, Laura Newland ve White, Candace (2000). “Public Relations Practitioners’ Perception of The World Wide Web As A Communication Tool.” Public Relations Review. 26 (1): 31 – 51.
- Hon, Linda Childers ve Grunig, James E. (1999). Measuring Relationships in Public Relations. Gainesville: Institute For Public Relations.
- Ihlen, Qyvind, Bartlett, Jennifer. L. ve May, Steve. (2011). “Corporate Social Responsibility and Communication.” The Handbook of Communication and Corporate Social Responsibility. Qyvind Ihlen, Jennifer L. Bartlett ve Steve May (ed.) içinde. United Kingdom: John Wiley & Sons. 3 – 12. İstanbul Sanayi Odası. “Türkiye’nin En Büyük 500 Sanayi Kuruluşu 2014 Listesi”. http://www.iso. org.tr/Sites/1/content/500-buyuk-liste.html?j=5024132. 16 Haziran 2015.
- Kim, Yeon Soo ve Choi, Youjin (2012). “College Students’ Perception of Philip Morris’s Tobacco – Related Smoking Prevention and Tobacco – Unrelated Social Responsibility.” Journal of Public Relations Research. 24 (2): 184 – 199.
- Kotler, Philip ve Lee, Nancy (2008). Kurumsal Sosyal Sorumluluk. Sibel Kaçamak (çev.). 2. Baskı. İstanbul: Mediacat Kitapları.
- Sayımer, İdil (2012). Sanal Ortamda Halkla İlişkiler. İstanbul: Beta Basım A.Ş.
- Spangler, Ingrid S. ve Pompper, Donnalyn (2011). “Corporate Social Responsibility and The Oil Industry: Theory and Perspective Fuel A Longitudinal View.”. Public Relations Review. 37: 217 – 225. Watson, Tom ve Noble, Paul (2005). Evaluating Public Relations. London: Kogan Page.
- Wood, Donna J. (1991). “Corporate Social Performance Revisited.” Academy of Management Review. 16 (4): 691 – 718.
Year 2015,
Issue: 24, 97 - 113, 15.12.2015
Abstract
References
- Botan, Carl H. ve Taylor, Maureen (2004). “Public Relations: State of The Field”. Journal of Communication. December: 645 – 661.
- Branco, Manuel Castelo ve Rodrigues, Lucia Lima (2006). “Communication of Corporate Social Responsibility By Portuguese Banks.” Corporate Communications: An International Journal. 11 (3): 232 – 248.
- Bruning, Stephen D. ve Ledingham, John A. (1999). “Relationships Between Organizations and Publics: Development of A Multi – Dimensional Organization – Public Relationship Scale.” Public Relations Review. 25 (2): 157 – 170.
- Bruning, Stephen D. ve Ledingham, John A. (2000). “Organization and Key Public Relationships: Testing The Influence of The Relationship Dimensions in A Business – To – Business Context”. Public Relations As Relationship Management A Relational Approach To The Study and Practice of Public Relations. John A. Ledingham ve Stephen D. Bruning (ed.) içinde. Mahwah: Lawrence Erlbaum Associates. 159 – 173.
- Chapple, Wendy ve Moon, Jeremy (2005). “Corporate Social Responsibility (CSR) in Asia A Seven – Country Study of CSR Web Site Reporting.” Business & Society. 44 (4): 415 – 441.
- Clark, Cynthia E. (2000). “Differences Between Public Relations and Corporate Social Responsibility: An Analysis.” Public Relations Review. 26 (3): 363 – 380.
- Cornelissen, Joep. (2004). Corporate Communications Theory and Practice. London: Sage Publications.
- Cutlip, Scott M., Center, Allen H. ve Broom, Glen M. (2006). Effective Public Relations. 9th edition. New Jersey: Pearson Education Inc.
- Devin, Bree L. ve Lane, Anne B. (2014). “Communicating Engagement in Corporate Social Responsibility: A Meta – Level Construal of Engagement.” Journal of Public Relations Research. 26 (5): 436 – 454.
- Esrock, Stuart L. ve Leichty, Greg B. (2000). “Organization of Corporate Web Pages: Publics and Functions.” Public Relations Review. 26 (3): 327 – 344.
- Grunig, James E. (2002). “Qualitative Methods For Assessing Relationships Between Organizations and Publics”. Institute For Public Relations. 1 – 2.
- Grunig, James E. (2006). “After 50 Years: The Value and Values of Public Relations”. The Institute for Public Relations 45th Annual Distinguished Lecture. New York, 9 November 2006: 1 – 7.
- Hall, Margarete R. (2006). “Corporate Philanthropy and Corporate Community Relations: Measuring Relationship – Building Results.” Journal of Public Relations Research. 18 (1): 1 – 21.
- Hill, Laura Newland ve White, Candace (2000). “Public Relations Practitioners’ Perception of The World Wide Web As A Communication Tool.” Public Relations Review. 26 (1): 31 – 51.
- Hon, Linda Childers ve Grunig, James E. (1999). Measuring Relationships in Public Relations. Gainesville: Institute For Public Relations.
- Ihlen, Qyvind, Bartlett, Jennifer. L. ve May, Steve. (2011). “Corporate Social Responsibility and Communication.” The Handbook of Communication and Corporate Social Responsibility. Qyvind Ihlen, Jennifer L. Bartlett ve Steve May (ed.) içinde. United Kingdom: John Wiley & Sons. 3 – 12. İstanbul Sanayi Odası. “Türkiye’nin En Büyük 500 Sanayi Kuruluşu 2014 Listesi”. http://www.iso. org.tr/Sites/1/content/500-buyuk-liste.html?j=5024132. 16 Haziran 2015.
- Kim, Yeon Soo ve Choi, Youjin (2012). “College Students’ Perception of Philip Morris’s Tobacco – Related Smoking Prevention and Tobacco – Unrelated Social Responsibility.” Journal of Public Relations Research. 24 (2): 184 – 199.
- Kotler, Philip ve Lee, Nancy (2008). Kurumsal Sosyal Sorumluluk. Sibel Kaçamak (çev.). 2. Baskı. İstanbul: Mediacat Kitapları.
- Sayımer, İdil (2012). Sanal Ortamda Halkla İlişkiler. İstanbul: Beta Basım A.Ş.
- Spangler, Ingrid S. ve Pompper, Donnalyn (2011). “Corporate Social Responsibility and The Oil Industry: Theory and Perspective Fuel A Longitudinal View.”. Public Relations Review. 37: 217 – 225. Watson, Tom ve Noble, Paul (2005). Evaluating Public Relations. London: Kogan Page.
- Wood, Donna J. (1991). “Corporate Social Performance Revisited.” Academy of Management Review. 16 (4): 691 – 718.
There are 21 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | December 15, 2015 |
| Submission Date | October 10, 2015 |
| Published in Issue | Year 2015 Issue: 24 |
