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ONLINE BASIN BÜLTENLERİNDE HALKLA İLİŞKİLER MESAJ STRATEJİLERİ: TÜRKİYE’NİN EN SEVİLEN MARKALARININ BASIN BÜLTENLERİNE YÖNELİK BİR DEĞERLENDİRME

Year 2018, Volume: 5 Issue: 9, 184 - 196, 29.12.2018

Abstract

Basın bültenleri, medya ve ilgili kamularla ilişki inşasındaki aracı rolünün yanı sıra kurumların iletişimsel
söylemlerini incelemeyi mümkün kılan metinlerdir. Basın bültenlerindeki içerik, çeşitli mesaj stratejilerinden
hareketle yapılandırılarak ilgili kamulara aktarılmaktadır. Bu kapsamda çalışmanın amacı 2017 yılında
Türkiye’nin en sevilen markalarının (Lovemarks) basın bültenlerini halkla ilişkiler mesaj stratejileri ve içerdikleri
temalar açısından değerlendirmektir. Belirtilen amaç doğrultusunda seçilen 10 markanın basın bültenleri
“bilgilendirici”, “kolaylaştırıcı”, “ikna edici” stratejiler ile “ödül”, “korku”, “pazarlık” ve “iş birliği yaparak
problem çözme” olmak üzere yedi halkla ilişkiler mesaj stratejisi temel alınarak incelenmiştir. İncelenen basın
bültenlerinde halkla ilişkiler mesaj stratejileri açısından daha çok “bilgilendirici” ve “ödül” stratejileri göze
çarparken, bültenlerin temaları açısından ise “alınan ödüller” ve “sosyal sorumluluk” temaları öne çıkmıştır.

References

  • Alcoceba-Hernando, J. A. (2010). Analysis of Institutional Press Releases and Its Visibility in the Press. Revista Latina de Comunicación Social, 13(65), 1-13. Applegate, E. (2005). Mistakes Made in Companies’ Press Releases (How to Improve Your Company’s Press Releases). Public Relations Quarterly, 50(4), 25. Austin, E. W., & Pinkleton, B. E. (2015). Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns. New York: Routledge. Bollinger, L. (2001). A New Scoring Method for the Press Release. Public Relations Quarterly, 46(1), 31-35. Brønn, P. S. (2010). Reputation, Communication, and the Corporate Brand. In R. L. Heath (Ed.), The SAGE Handbook of Public Relations (pp. 307-320). Thousand Oaks, CA: Sage. Erdoğan, İ. (2014). Teori ve Pratikte Halkla İlişkiler (3. Baskı). Ankara: Erk Yayınları. Hallahan, K. (2000). Enhancing Motivation, Ability, and Opportunity to Process Public Relations Messages. Public Relations Review, 26(4), 463-480. Hazleton, V. (2006). Toward a Theory of Public Relations. In C. H. Botan, V. Hazleton (Eds.), Public Relations Theory II (pp. 175-196). Mahwah, NJ: Lawrence Erlbaum Associates. Heath, R. L., & Coombs, W. T. (2006). Today's Public Relations: An Introduction. Thousand Oaks, CA: Sage. Hobor, N. A. (2012). Investor Relations for Shareholder Value, Communicating with the Market. In C. L. Caywood (Ed.), The Handbook of Strategic Public Relations and Integrated Marketing Communications (pp. 173-185). New York: McGraw-Hill. Kelleher, T. (2007). Public Relations Online: Lasting Concepts for Changing Media. Thousand Oaks, CA: Sage. Lehman-Wilzig, S., & Seletzky, M. (2012). Elite and Popular Newspaper Publication of Press Releases: Differential Success Factors. Public Relations Journal, 6(1), 1-25. L'Etang, J. (2008). Public Relations: Concepts, Practice and Critique. London: Sage. Maat, H. P. (2008). Editing and Genre Conflict: How Newspaper Journalists Clarify and Neutralize Press Release Copy. Pragmatics, 18(1), 87-113. Manganello, J., & Fishbein, M. (2009). Using Theory to Inform Content Analysis. In A. B. Jordan, D. Kunkel, J. Manganello and M. Fishbein (Eds.), Media Messages and Public Health: A Decisions Approach to Content Analysis (pp. 3-14). New York: Routledge. Newsom, D., & Haynes, J. (2005). Public Relations Writing Form & Style. Belmont, CA: Thomson Wadsworth. Ranchhod, A., Gurãu, C., & Lace, J. (2002). On-line Messages: Developing an Integrated Communications Model for Biotechnology Companies. Qualitative Market Research: An International Journal, 5(1), 6-18. Riff, D., Lacy, S., & Fico, F. (2014). Analyzing Media Messages: Using Quantitative Content Analysis in Research. New York: Routledge. Roberts, K. (2005). Lovemarks: The Future Beyond Brands. New York: Powerhouse Books. Stacks, D. W. (2017). Primer of Public Relations Research. New York: The Guilford Press.
Year 2018, Volume: 5 Issue: 9, 184 - 196, 29.12.2018

Abstract

References

  • Alcoceba-Hernando, J. A. (2010). Analysis of Institutional Press Releases and Its Visibility in the Press. Revista Latina de Comunicación Social, 13(65), 1-13. Applegate, E. (2005). Mistakes Made in Companies’ Press Releases (How to Improve Your Company’s Press Releases). Public Relations Quarterly, 50(4), 25. Austin, E. W., & Pinkleton, B. E. (2015). Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns. New York: Routledge. Bollinger, L. (2001). A New Scoring Method for the Press Release. Public Relations Quarterly, 46(1), 31-35. Brønn, P. S. (2010). Reputation, Communication, and the Corporate Brand. In R. L. Heath (Ed.), The SAGE Handbook of Public Relations (pp. 307-320). Thousand Oaks, CA: Sage. Erdoğan, İ. (2014). Teori ve Pratikte Halkla İlişkiler (3. Baskı). Ankara: Erk Yayınları. Hallahan, K. (2000). Enhancing Motivation, Ability, and Opportunity to Process Public Relations Messages. Public Relations Review, 26(4), 463-480. Hazleton, V. (2006). Toward a Theory of Public Relations. In C. H. Botan, V. Hazleton (Eds.), Public Relations Theory II (pp. 175-196). Mahwah, NJ: Lawrence Erlbaum Associates. Heath, R. L., & Coombs, W. T. (2006). Today's Public Relations: An Introduction. Thousand Oaks, CA: Sage. Hobor, N. A. (2012). Investor Relations for Shareholder Value, Communicating with the Market. In C. L. Caywood (Ed.), The Handbook of Strategic Public Relations and Integrated Marketing Communications (pp. 173-185). New York: McGraw-Hill. Kelleher, T. (2007). Public Relations Online: Lasting Concepts for Changing Media. Thousand Oaks, CA: Sage. Lehman-Wilzig, S., & Seletzky, M. (2012). Elite and Popular Newspaper Publication of Press Releases: Differential Success Factors. Public Relations Journal, 6(1), 1-25. L'Etang, J. (2008). Public Relations: Concepts, Practice and Critique. London: Sage. Maat, H. P. (2008). Editing and Genre Conflict: How Newspaper Journalists Clarify and Neutralize Press Release Copy. Pragmatics, 18(1), 87-113. Manganello, J., & Fishbein, M. (2009). Using Theory to Inform Content Analysis. In A. B. Jordan, D. Kunkel, J. Manganello and M. Fishbein (Eds.), Media Messages and Public Health: A Decisions Approach to Content Analysis (pp. 3-14). New York: Routledge. Newsom, D., & Haynes, J. (2005). Public Relations Writing Form & Style. Belmont, CA: Thomson Wadsworth. Ranchhod, A., Gurãu, C., & Lace, J. (2002). On-line Messages: Developing an Integrated Communications Model for Biotechnology Companies. Qualitative Market Research: An International Journal, 5(1), 6-18. Riff, D., Lacy, S., & Fico, F. (2014). Analyzing Media Messages: Using Quantitative Content Analysis in Research. New York: Routledge. Roberts, K. (2005). Lovemarks: The Future Beyond Brands. New York: Powerhouse Books. Stacks, D. W. (2017). Primer of Public Relations Research. New York: The Guilford Press.
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Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Özgür Kılınç 0000-0002-8697-162X

Ali Arıcı 0000-0003-4027-8288

Sevil Baycu 0000-0003-0865-6007

Publication Date December 29, 2018
Submission Date June 7, 2018
Published in Issue Year 2018 Volume: 5 Issue: 9

Cite

APA Kılınç, Ö., Arıcı, A., & Baycu, S. (2018). ONLINE BASIN BÜLTENLERİNDE HALKLA İLİŞKİLER MESAJ STRATEJİLERİ: TÜRKİYE’NİN EN SEVİLEN MARKALARININ BASIN BÜLTENLERİNE YÖNELİK BİR DEĞERLENDİRME. Intermedia International E-Journal, 5(9), 184-196.

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