BİR İLİŞKİ YÖNETİMİ OLARAK HALKLA İLİŞKİLER: ÖRGÜT VE KAMU İLİŞKİLERİNİN ÇÖZÜMLENMESİ

İlişki yönetimi paradigması halkla ilişkilerin merkezine ilişkileri koyar ve halkla ilişkiler bu merkezle terimsel olarak da karşılığını bulur. Halkla ilişkileri ilişkilerin yönetimi olarak açıklamak paydaşlar ve kamularla kurulan ilişkilerin yapısının çözümlenmesini gerekli kılmaktadır. Bu çalışma, örgütün kurduğu ilişki biçimleri, ilişkilerin örgütte nasıl algılandığı, bu ilişkileri yetiştirmek için kullanılan stratejileri ve örgütün beklediği ilişki sonuçlarını açığa çıkarmak için derinlemesine görüşmeler ile kamuların örgütün ilişkilerine yönelik deneyimleri, örgütün kurduğunu varsaydığı ilişkilerle kamuların algılamaları arasındaki aynılık/farklılığı ve bu ilişki biçimlerinden doğan bulgular ise odak grup çalışmaları ile çözümlenmeye çalışılmıştır. Tüm bulgular genel olarak değerlendirildiğinde, ilişkiler açıkça örgütün merkezindedir, kamular için de ilişkiler değerlidir. İlişkilerin yetiştirilmesindeki stratejiler sonucunda, örgütün umduğu ilişki sonuçları da kamuların değerlendirmelerinde farklıdır.

PUBLIC RELATIONS AS A RELATIONSHIP MANAGEMENT: ANALYSIS OF ORGANIZATION AND PUBLIC RELATIONS

The paradigm of relationship management puts the relations in the center of public relations and public relations are rewarded in terms of this center. Public relations as the management of relations requires the resolution of the structure of relations with stakeholders and the public. This research the forms of the relationship established by the organization, how the relations are perceived in the organization, the strategies used to train these relations and the in-depth interviews to reveal the results of the relationship that the organization expects, tried to solve with focus group studies. When all the findings are generally evaluated, the relations are clearly at the center of the organization, and the relations for the publics are valuable. The results of the relationship that the organization hopes as a result of the strategies in the training of the relations are different in the evaluations of the public.

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