DİYALOGSAL HALKLA İLİŞKİLER BAĞLAMINDA SOSYAL MEDYA KULLANIMI: TÜRKİYE’DE İLK 100’DE YER ALAN ŞİRKETLER ÜZERİNE BİR İNCELEME

Halkla ilişkiler teori ve uygulamasının geldiği son nokta bakımından ortaya çıkan yeni anlayış, örgütlerle paydaşları arasında diyaloğa dayalı iletişimi merkeze alan karşılıklı anlayış, güven ve desteğin geliştirilip sürdürülmesidir. Küresel düzeyde kitleler tarafından yaygın bir şekilde kullanılan sosyal medya araçları, diyaloğa ve etkileşime dayalı bir iletişim ortamını halkla ilişkilerin hizmetine sunmaktadır. Örgütlerin stratejik bir iletişim anlayışı olarak benimseyip kullanması durumunda sosyal medya araçları diyalogsal halkla ilişkilere önemli katkılar sağlayacak bir ortam oluşturmaktadır. Çalışmada, örgütlerin iletişim kurmak ve ilişki inşa etmek doğrultusunda sosyal medya ortamında diyalogsal halkla ilişkiler anlayışından yararlanıp yararlanmadığı, yararlanılmaktaysa bunu ne ölçüde gerçekleştirdikleri sorularına cevap aranmaktadır. Bu sorulara açıklık kazandırmak amacıyla araştırmada Türkiye’de büyüklük bakımından ilk 100’de yar alan kuruluşların, sosyal medya araçlarını ne ölçüde diyalogsal halkla ilişkiler anlayışına uygun kullandığı incelenmektedir. Kent ve Taylor tarafından ortaya konan ilkeler üzerinden gerçekleştirilen içerik analizi sonucunda elde edilen bulgular bu kuruluşların sosyal medya araçlarının diyalogsal potansiyelinden yeterince yararlanamadıklarını göstermektedir. Bu durumun nedenleri çeşitli yazarlar tarafından ileri sürülen görüşler etrafında tartışılmaktadır.

Anahtar Kelimeler:

Diyalog, diyalogsal halkla ilişkiler, halkla ilişkiler, halkla ilişkiler 2.0, sosyal medya, Facebook, Twitter

SOCIAL MEDIA USAGE IN THE CONTEXT OF DIALOGICAL PUBLIC RELATIONS: A RESEARCH ON THE TOP 100 COMPANIES IN TURKEY

New paradigm, emerging in the last phase of the public relations theory and practice is to develop and sustain mutual understanding, trust and support based on dialogical communication between organizations and their stakeholders. Social media tools which globally used by the masses present a dialogic and interactive medium to public relations. Social media tools constitute a platform which enable dialogic public relations to contribute considerably provided that organizations should adopt and use it as a strategic communication approach. This work seeks answers for the questions if organisations take advantage of dialogic public relations concept so as to communicate and build relationships with publics in social media tools and if so, to what extent they are able to achive it. In order to answer and explicate the questions, raised this work analysed social media tools, used by top 100 corporations, ranked by total sales in Turkey in terms of dialogic public relations concept. The findings, obtained through content analysis based upon dialogic public relations principles, introduced by Kent and Taylor (1998), suggest that the corporations do not utilize sufficiently the dialogic potential of social media tools. The causes of the case are discussed based on the ideas argued by various scholars.

Keywords:

Dialogue, diyalogical public relations, public relations, public relations 2.0, social media, Facebook, Twitter,

PDF

___

BAUMGARTEN, Carolyn (2011), “Chirping for Charity: How U.S. Nonprofit Organizations are Using Twitter to Foster Dialogic Communication”, The Elon Journal of Undergraduate Research in Communications, 2 (2), 5-14.
BORTREEA D. Sevick and SELTZER Trent (2009), “Dialogic Strategies and Outcomes: An Analysis of Environmental Advocacy Groups’ Facebook proﬁles”, Public Relations Review, 35, 317-319.
BOTAN H. Carl and TAYLOR, Maureen (2004), “Public Relations: State of the Field”, Journal of Communication, 54 (4), 645-661.
BOWEN, Shannon A. (2005), “Ethics of Public Relations: Negative Perceptions”, Robert Heath L., (Ed.), Encyclopedia of Public Relations, California, Sage Publications.
BOZARTH, Jane (2010), Social Media For Trainers Techniques for Enhancing and Extending Learning, Pfeiffer, San Francisco.
DIGITAL READINESS REPORT (2009), “Essential Online Public Relations and Marketing Skills”, file:///C:/Users/merve/Downloads/ipr_2009_Digital_ Readiness_final.pdf, (14.03.2016)
ES, Robert V. and MEIJLINK Tierno L. (2000), “The Dialogical Turn of Public Relation Ethics”, Journal of Business Ethics, 27: 69-77.
FORS, Anneli (2008), “The Power Of Social Media When Creating Business Networks – The Future Valley in Borlänge”, Yayınlanmamış Yüksek Lisans Tezi, Gävle Universitesi, İşletme Yönetimi Bölümü, İsveç.
GRUNIG, James E. and HUNT, Todd (1984), Managing Public Relations, Thomson, Wadsworth, Belmont.
GRUNIG, James E. and GRUNIG, Larissa A. (2005), “Halkla İlişkiler ve İletişim Modelleri”, James E. Grunig ve Dğr. (Ed.), Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, (Çev.: Elif Özsayar), 307-349, İstanbul: Rota Yayınları.
GRUNIG, James E. (2009), “Paradigms of global public relations in an age of digitalisation”, Prism, 6(2), 1-19, http://shonaliburke.com/wp-content/uploads/2010/10/GRUNIG.pdf, (06,02,2016).
IABC Research Foundation and Buck Consultants (2009), “Employee Engagement Survey”, https://www.iabc.com/wp-content/uploads/research/IABC-Research-Foundation-And-Buck-Consultants-Employee-Engagement-Survey-2009.pdf, (13.02.2016)
İSTANBUL SANAYİ ODASI (2016), “Türkiye’nin 500 Büyük Sanayi Kuruluşu”, http://www.iso.org.tr/projeler/turkiyenin-500-buyuk-sanayi-kurulusu, (21.05.2016)
JOHNSON, Melissa A. (1997), “Public Relations and Technology: Practioner Perspectives, Journal of Public Relations Research, 9 (3), 213-216.
KAPLAN, Andreas M. and HAINLEIN, Michael (2010), “Users of the world, unite!The challenges and opportunities of Social Media”, Business Horizons, 53, 59-68.
KENT, Michael L. and TAYLOR, Maureen (1998), Building Dialogic Relationships Through the World Wide Web, Public Relations Review, 24 (3), 321-334.
KENT, Michael L. and TAYLOR, Maureen (2011), “How Intercultural Communication Theory Informs Public Relations Practice in Global Settings”, Bardhan, N., Waver, C.K., (Ed.) Public Relations in Global Cultural Contexts Multi-Paradigmatic Perspectives, New York: Routledge, 50-76.
KENT, Michael L. and TAYLOR Maureen (2002), “Toward a Dialogic Theory of Public Relations”, Public Relations Review, 28, 21-37.
KENT, Michael L., TAYLOR, Maureen (2016), “From Homo Economicus to Homo Dialogicus: Rethinking Social Media Use in CSR Communication”, Public Relations Review, 42, 60–67.
KÖSEOĞLU, Özgür (2012), “Halkla İlişkilerde Yeni Medyanın Kullanımı”, Aylin Göztaş, Füsun Topsümer (Ed.), Stratejik Halkla İlişkiler Yönetimi, Seçkin Yayıncılık, Ankara.
KÖSEOĞLU, Özgür ve KÖKER N. Erdem (2014), “Türk Üniversiteleri Twitter’ı Diyalogsal İletişim Açısından Nasıl Kullanıyor: Beş Türk Üniversitesi Üzerine Bir İçerik Analizi”, Yeditepe Üniversitesi Global Media Journal TR Edition, 4 (8), http://globalmediajournaltr.yeditepe.edu.tr/makaleler/GMJ_8._sayi_Bahar _2014/pdf/Koseoglu-Koker.pdf, (01.10.2015).
LEIVA, Francisco M., MONTORO Francisco J. and MARTINEZ, Teodoro L. (2006), “Assessment of Interjudge Reliability in the Open-Ended Questions Coding Process”, Quality & Quantity, 40, 519–537.
MCALLISTER-SPOONER, Sheila M. (2009), “Fulfilling The Dialogic Promise: A Ten-Year Reflective Survey on Dialogic Internet Principles”, Public Relations Review, 35, 320–322.
MCALLISTER-SPOONER, Sheila M. and KENT, Michael L. (2009), “Dialogic Public Relations and Resource Dependency: New Jersey Community Colleges as Models for Web Site Effectiveness”, Atlantic Journal of Communication, 17, 220–239.
MCALLISTER-SPOONER, Sheila M. (2012), “How The World’s Top Universities Provide Dialogic Forums for Marginalized Voices”, Public Relations Reviw, 38, 319–327.
MCALLISTER-SPOONER, Sheila M. (2013), “Toward a Dialogic Theory of Fundraising”, Community College Journal of Research and Practice, 37: 262–277.
MUSSER, John and O’REILLY, Tim (2007), Web 2.0 Principles and Best Practices, O’Reilly Media, California.
PIECZKA, Magda (2011), “Public Relations as Dialogic Expertise”, Journal of Communication Management, 15 (2), 108-124.
RYBALKO, Svetlana and SELTZER Trent (2010), “Dialogic Communication in 140 Characters or Less: How Fortune 500 Companies Engage Stakeholders Using Twitter”, Public Relations Review, 36, 336–341.
SELTZER, Trent and MITROOK, Michael A. (2007), “The dialogic potential of weblogs in relationship building”, Public Relations Review, 33, 227-229.
SOLIS, Brian and BREAKENRIDGE, Deirdre (2009), Putting the Public Back in Public Relations, Pearson Education, Inc, New Jersey.
TAYLOR vd. (2001), “How Activist Organizations Are Using the Internet To Build Relationships”, Public Relations Review, 27, 263-284.
VOGT, Brandon (2011), The Church and the New Media, Our Sunday Visitor, USA.
WATKINS, Brandi and LEWIS Regina (2014), Initiating Dialogue on Social Media: An investigation of athletes’ use of dialogic principles and structural features of Twitter, Public Relations Review, 40, 853-855.
WRIGHT, Donald K. and HINSON, Michelle D. (2010), “How New Communications Media Are Being Used in Public Relations: A Longitudinal Analysis”, Public Relations Journal, 4 (3), 1-27.