Aktivist halkla ilişkilerin kapsamı ve boyutları üzerine teorik bir tartışma

Aktivist kamuları örgütlerin etkinliği için engel olarak gören kurumsal halkla ilişkiler literatürüne meydan okuyan aktivist halkla ilişkiler kavramsallaştırması, halkla ilişkiler pratiğinin aktivist fonksiyonunu tartışmaya açmaktadır. Aktivist halkla ilişkiler kavramsallaştırması, halkla ilişkiler pratiğinin aktivist kamular tarafından da kullanıldığını ileri sürmekte ve aktivist kamuları yönetilmesi gereken ve kurumlar için engel oluşturan kamular olarak gören kurumsal yaklaşıma karşı çıkmaktadır. Bu çalışma ise, aktivist halkla ilişkilerin sadece kurumlar tarafından (sivil toplum kuruluşları ve şirketler) değil, aynı zamanda herhangi bir kuruma üye olmayan aktivist kamular ve kamusal figürler aracılığıyla da yapıldığını iddia eden araştırmaları tartışmaya dahil ederek, aktivist halkla ilişkilerin boyutlarını ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda çalışma, aktivist halkla ilişkilerin boyutlarına ve kapsamına yönelik bir kategorilendirme önermektedir. Aktivist halkla ilişkiler pratiğinin bir örgüte bağlı olarak yapılıp yapılmadığını temel alan bu kategorilendirme, aktivist halkla ilişkilerin ‘örgütsel’ ve ‘toplumsal’ olmak üzere iki boyutunun olduğunu ileri sürmektedir. Önerilen kategorilendirme çerçevesinde, örgütsel aktivizm ve sivil toplum kuruluşlarının halkla ilişkiler pratiklerinin aktivist halkla ilişkilerin boyut’una, İnternet aktivizmi ve kamusal figürlerin halkla ilişkiler pratiklerinin ise aktivist halkla ilişkilerin ‘toplumsal boyut’una dahil edilmesi gerektiği belirtilmiştir.

Anahtar Kelimeler:

Aktivist kamular, aktivist halkla ilişkiler, kâr amacı gütmeyen halkla ilişkiler, muhalif halkla ilişkiler, protestocu halkla ilişkiler

A theoretical discussion on the scope and the dimensions of activist public relations

The concept of activist public relations challenging corporate public relations, which regards activist publics as the obstacles to an organization’s effectiveness, brings up the activist function of public relations for discussion. The conceptualization of activist public relations asserts that public relations is used to oppose the corporate public relations contending that activist publics are obstacles for organizations and must be managed. This study aims to set forth the dimensions of activist public relations by introducing the studies claiming not only organizations (non-governmental organizations and corporations) but also activist publics and public figures, who are not members of any organization, use public relations tactics. The study proposes a categorization for the scope and dimensions of activist public relations. This categorization focuses on whether the activist publics are organized within an organization or not, and asserts that activist public relations has two dimensions: an ‘organizational dimension’ and ‘societal dimension’. According to this categorization, organizational activism and the public relations practices of NGOs should be categorized under the ‘organizational dimension’ while Internet activism and the public relations practices of public figures should be categorized under the ‘social dimension’ of activist public relations.

Keywords:

Activist publics, activist public relations, non-profit public relations, dissent public relations, protest public relations,

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