HALKA DOĞRU MU YOKSA ŞİRKET-DEVLETLEŞMEYE DOĞRU MU

Halkla İlişkiler (Hİ) disiplininin tanım ve rolünün ne olduğu konusu üzerinde tartışmalar sürmektedir. Fakat Hİ'in teorileştirilmesinde Grunig'in geliştirdiği Excellence Teorisi'nin önemli etkileri olduğu kabul edilir. Teori, halkla ilişkileri; organizasyon ile hedef kitleleri arasında; karşılıklı yarara dayalı ilişkiler kurmak ve idame ettirmek amacıyla çift-yönlü simetrik iletişim modelinin uygulanması gerektiği bir süreç olarak teorileştirir. Yani teori, halkla ilişkilerin faaliyet alanını; organizasyonlar ve onların hedef kitleleri olarak sınırlandırmaktadır. Öte yandan Kurumsal Sosyal Sorumluluk (KSS) yaklaşımının, bu sınırları aşmaya çalıştığı ve toplumların çıkarlarını; kar-amaçlı kuruluşlar ve onların hedef kitlelerinin çıkarları üzerine öncelikli kılmaya çalıştığı savunulur. Fakat acaba bu gerçekten böyle midir? KSS ve üzerine dayandırılmaya çalışıldığı Stakeholder Teorisi (Paydaş Teorisi) gerçekten özgeci ve halkçı mıdırlar? Yoksa Stakeholder Teorisi de Excellence Teorisi kadar kapitalist bir teori midir? Literatür incelemesi neticesinde varılan netice ilginçtir. KSS'nin toplumlara doğru mu yoksa şirket-devletleştirmeye doğru mu giden bir şey olup olmadığı net değildir. Özetle halkla ilişkilerde Grunigci yaklaşımın takip edilmesinin kapitalist ekonomi-politiğinin sürdüğü bu mevcut ahval içinde daha uygun olacağına kanaat getirildi.

Anahtar Kelimeler:

Kapitalist; Excellence teorisi; kurumsal sosyal sorumluluk; şirket-devletleştirme

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PR’s definition and role have been discussed till today. Still it is accepted that Excellence Theory developed by Grunig has had important effects on the PR’s theorization. The theory theorizes PR as a process in which two-way symetrical model has to be applied to develop and maintain mutually beneficial relationships between an organisation and its publics. That is, the theory determines the boundaries of PR as organisations and their publics. However, it is argued that Corporate Social Responsibility (CSR) approach tries to extend these boundaries and to prioritize societies’ interests over the interests of profitoriented organisations and their publics. Is this really the case? Are CSR approach and the Stakeholder Theory on which the approach is built alturist and communitarianist ? Or is the Stakeholder Theory as capitalist as the Excellence theory is? What concluded at the end of the literature review is interesting. Whether CSR is something towards societies or towards a corporation-nationalization is not clear. Briefly it is concluded that following Grunigian approach would be better for PR within the existing context in which capitalist economical-polity survives

Keywords:

Capitalist, Excellence theory, corporate social responsibility corporationnationalization,

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