Halkla İlişkilerde Meslekleşme Sorunu

Ülkemizde uzun yıllardır halkla ilişkiler eğitimi verilmesine ve halkla ilişkilerfaaliyetleri sürdürülmesine rağmen, halkla ilişkiler mesleği hak ettiği konumu eldeedememiştir. Halkla ilişkiler, belirli bir eğitim ve yeterliliğe sahip olmaksızın herkesinyapabildiği bir iş olarak görülmektedir. Halkla ilişkilerin bir meslek olmadığı düşüncesi,halkla ilişkiler eğitimi alan kişilerin işsiz kalması, halkla ilişkiler uygulamacılarının altkonumlarda istihdam edilmesi ve düşük ücretle çalıştırılması, üniversitelerde halklailişkiler bölümlerinin tercih edilmemesi gibi pek çok sorunun kaynağını oluşturmaktadır.Bu çalışmanın amacı, halkla ilişkilerin meslekleşme sorununu nedenleri ile irdelemektir.Bu doğrultuda, halkla ilişkilerin meslek konumunu elde edememesine neden olan faktörlertartışılmıştır. Halkla ilişkiler mesleğinin hak ettiği değere sahip olamamasının altında,toplum tarafından tanınmama, imaj sorunu, profesyonel standartların ve yetkinliklerinbelirsizliği, kamu yararı sağlamadığı görüşü, meslek örgütlerine katılımın fazla olmamasıile akreditasyon ve lisanslamanın olmaması gibi pek çok faktör yatmaktadır.

The Problem of Professionalization in Public Relations

Although there has been the education of public relations for a long time in ourcountry and maintanence of public relations practices, public relations profession couldnot obtained the deserved position. Public relations is seen as a job that does not requirea specific training and qualification and a job that everybody can do. The idea that publicrelations is not a profession constitutes many problems sources such as people with publicrelations training being unemployed, public relations practitioners being employed in thelower positions, and being run on low wages, and public relations departments not beingpreferred by students. The aim of this study is to examine the causes of the problem ofprofessionalization of public relations. In this respect, factors that cause public relations notto obtain professional position are discussed. Many factors such as not to be recognized bysociety, the image problem, the uncertainty of the professional standards and competence,the view of not providing public interest, not participating to professional associations andlack of accreditation and licensing lie behind the inability of public relations profession tohave the value it deserves.

PDF

___

Abdullah, Z. ve Threadgold, T., (2008). “Towards The Professionalisation Of Public Relations in Malaysia: Perception Management and Strategy Development”, Public Relations Review, 34 (3), s. 285–287.
Aydede, Ceyda, (2001). Teorik ve Uygulamalı Halkla İlişkiler Kampanyaları, Ankara: Mediacat Yayınları.
Bailey John N., (1984). “The Credentials Of Public Relations: Licensing? Certification? Accreditation?”, Public Relations Quarterly, 29 (2), s. 9.
Beam, Randal A., (1990). “Journalism Professionalism As An Organizational– Level Concept”, Journalism Monographs, 121, s. 1–43.
Bernays, Edward L., (1983). “Viewpoint: The Case For Licensing Pr Practitioners”. Public Relations Quarterly, 28 (1), s. 32.
Bivins, Thomas H., (1993). “Public Relations, Professionalism, and the Public Interest.” Journal of Business Ethics, 12(2), s. 117–126.
Bowen, Shannon A., (2009). “All Glamour, No Substance? How Public Relations Majors and Potential Majors in an Exemplar Program View The Industry and Function”, Public Relations Review, 35(4), 402–410.
Brody E. W., (1992). “We Must Act Now To Redeem PR’s Reputation”, Public Relations Quarterly, 37(3), s. 44.
Broom, Glen M., (2009). Cutlip andCenter’s Effective Public Relations, Englewood Cliffs,NJ: Prentice Hall. Callison, Coy, (2001). “Do Pr Practitioners Have A Pr Problem?: The Effect of Associating A Source With Public Relations And Client–Negative News on Audience Perception of Credibility”, Journal of Public Relations Research, 13(3), s. 219– 234.
Coombs W. T. ve Holladay S. J. (2007). It’s Not Just PR: Public Relations in Society, Malden, MA: Blackwell Publishing
Ertekin, Yücel, (1987). Halkla İlişkiler ve Meslekleşme Olgusu, Ankara: Ankara Üniversitesi Basın – Yayın Yüksekokulu Yayınları: 10, Türkiye Ve Orta Doğu Amme İdaresi Enstitüsü Yayınları: 221, Halkla İlişkiler Sempozyumu, A.Ü. Siyasal Bilgiler Fakültesi Ve Basın – Yayın Yüksekokulu Basımevi, , 20–21 Nisan 1987, s. 35–46.
Fitzpatrick K. ve Gauthier, C. (2001). “Toward A Professional Responsibility Theory of Public Relations Ethics”, Journal of Mass Media Ethics: Exploring Questions of Media Morality, 16(2–3), s. 193–212.
Görpe, Serra, (2013). “PR As A Profession: How Much Does it Matter?”, http:// www.ipra.org/itl/02/2013/pr–as–a–profession–how–much–does–it–matter, Erişim Tarihi: 10.01.2014.
Grunig, James E., (2000). “Collectivism, Collaboration, And Societal Corporatism As Core Professional Values in Public Relations”, Journal of Public Relations Research, 12(1), s. 23–48.
Grunig, J. E. ve Hunt, T., (1984). Managing Public Relations, New York: Holt, Rinehart & Winston.
Haınsworth, Brad E., (1993). “Commentary: Professionalism in Public Relations”, Public Relations Review, 19(4), s. 311–313.
Huang, Yi–Hui. (2001). “Should A Public Relations Code of Ethics Be Enforced?”, Journal of Business Ethics, 31(3), s. 259–270.
Harrington, A. (1959). Life in the Crystal Palace, New York: Alfred A. Knopf, Inc.
Kruckeberg, Dean, (1993). “Universal Ethics Code: Both Possible and Feasible”, Public Relations Review, 19 (1), s. 21–31.
Kruckeberg, Dean, (1998). “The Future of PR Education: Some Recommendations”, Public Relations Review, 24 (2), s. 235–248.
L’Etang, Jacquie, (2002). “Public Relations Education in Britain: A Review At The Outset of The Millennium and Thoughts For A Different Research Agenda”, Journal of Communication Management, 7 (1), s.43–53.
L’Etang, J. ve Pieczka, M., (2002). “Halkla İlişkiler Eğitimi”, J. L’etang, M. Pieczka, Halkla İlişkilerde Eleştirel Yaklaşımlar, Çev. Gülcan Işık, Der. Sema Yıldırım Becerikli, İstanbul, Vadi Yayınları, s. 153–187.
Leuven, Jim Van, (1999). “Four New Course Competencies for Majors”. Public Relations Review, 25(1), s. 77–85.
Lim, K. Y. ve Hussein, A., (2006). “Professionalism and Ethics: Is The Tobacco Industry Damaging the Health of the Public Relations Profession?”, Kajian Malaysia, XXIV (1 & 2), s. 55–71.
Meintjes, C. ve Niemann–Struweg, I. (2009). “The Role of A Professional Body in Professionalisation: The South African Public Relations Case”, Prism 6(2), http://praxis. massey.ac.nz/prism_on–line_journ.html, Erişim Tarihi: 10.01.2014.
Molleda, J. C. ve Athaydes, A. (2003). “Public Relations Licensing in Brazil: Evolution and The Views of Professionals”, Public Relations Review, 29 (3), s. 271–279.
Molleda, J. C. ve Alhassan, A. D., (2006). “Professional Views on the Nigeria Institute of Public Relations Law and Enforcement”, Public Relations Review, 32(1), s. 66–68.
Morris, T. ve Goldsworthy, S. (2008). PR–A Persuasive Industry? Spin, Public Relations and The Shaping of the Modern Media, New York: Palgrave Macmillan.
Motion, J., Leitch, S. R. ve Cliffe, S., (2009), “Public Relations in Australasia: Friendly Rivalry, Cultural Diversity, and Global Focus”, Krishnamurthy Sriramesh ve Dejan Verčič (der.), The Global Public Relations Handbook Theory, Research, and Practice, New York: Routledge, s. 107–129.
Newsom, D., Turk, J. V. ve Kruckeberg, D., (2013). This is PR: The Realities of Public Relations, Boston: Wadsworth, Cengage Learning.
Nolte, Lawrence W., (1980). “Let’s Forget Licensing”, Public Relations Quarterly, 25(2), s.14.
Okay, Ayla ve Okay, Aydemir (2001). Halkla İlişkiler Kavram, Strateji ve Uygulamaları, Der Yayınları, İstanbul.
Özsoy, Aydan, (2006). “Televizyon Metinlerinde Halkla İlişkiler Mesleğinin Temsili Üzerine Eleştirel Bir Bakış: Yağmur Zamanı Ve Ihlamurlar Altında Dizi–Metinlerinde Halkla İlişkilerin Nesnesi Olarak Kadın”, 2. Ulusal Halkla İlişkiler Sempozyumu, 27–28 Nisan 2006, Kocaeli, s. 14–24.
Palea, Adina, (2012). “The Role of Professional Associations in Defining the Public Relations Profession The Romanian Case”, Professional Communication and Translation Studies, 5(1–2), s. 17–24.
Parkınson, M. G. ve Parkinson, L. M. (2003). “Constitutional Mythology in the United States: The Arguments Against Public Relations Licensing Refuted”, Intercultural Communication Studies, XII (2), s. 135–149.
Picciotto, Robert, (2011). “The Logic of Evaluation Professionalism”, Evaluation, 17(2), s. 165–180.
Pratt, Cornelius B., (1991). “Public Relations: The Empirical Research on Practitioner Ethics”, Journal of Business Ethics,10 (3), s. 229–236.
Sha, Bey–Ling, (2011a). “2010 Practice Analysis: Professional Competencies And Work Categories in Public Relations Today”, Public Relations Review, 37(3), s. 187–196.
Sha Bey–Ling, (2011b). “Accredited vs. Non–Accredited: The Polarization of Practitioners in the Public Relations Profession”, Public Relations Review, 37 (2), s. 121–128.
Sha, Bey–Ling, (2011c). “Does Accreditation Really Matter in Public Relations Practice? How Age and Experience Compare to Accreditation”, Public Relations Review, 37 (1), s. 1–11.
Sharpe, Melvin L., (1986). “Recognition Comes from Consistently High Standards”. Public Relations Review, 12(4), 17-25.
Singh, R. ve Smyth, R. (2000). “Australian Public Relations: Status at the Turn of the 21st Century”. Public Relations Review, 26(4), s. 387–401.
Sriramesh, K. ve Hornaman, Lisa B., (2006). “Public Relations As A Profession An Analysis of Curricular Content in the United States”, Journal of Creative Communications, 1(2), s. 155–172.
Taylor, Maureen, (2000). “Cultural Variance As A Challenge to Global Public Relations: A Case Study of the Coca–Cola Scare in Europe”, Public Relations Review, 26(3), s. 277–293.
The Melbourne Mandate, (2012). http://melbournemandate.globalalliancepr.org/, Erişim Tarihi: 10.01.2014.
Toksü, Fügen, (2010). http://fugentoksu.blogspot.com.tr/2010/02/sektorun– penceresinden–halkla–iliskiler.html, Erişim Tarihi: 10.01.2014.
Tuncer, M. Umut, (2011). “Halkla İlişkilerde Meslek Standartları: Uygulayıcılara Yönelik Bir Araştırma”, İletişim Kuram ve Araştırma Dergisi, 32, s. 63–85.
Valentini, Chiara, (2011). “Looking for Institutionalization Italian Public Relations and the Role of Credibility and Professionalism”, http://www.instituteforpr.org/wp– content/uploads/lookingforınstitutionalization.pdf, Erişim Tarihi: 21.02.2014.
Van Ruler, Betteke, (2005). “Commentary: Professionals Are From Venus, Scholars Are From Mars”, Public Relations Review, 31(2), s. 159–173.
Welie, Jos V. M., (2004). “Is Dentistry A Profession? Part 1. Professionalism Defined”, Journal of the Canadian Dental Association,70(8), s. 529–532.
Wilensky, Harold L., (1964). “The Professionalization of Everyone?”, American Journal of Sociology, 70(2), s. 137–158.
Wilson, A., Åkerlind, G., Walsh, B., Stevens, B., Turner, B. ve Shield, A., (2013). “Making Professionalism Meaningful to Students in Higher Education”, Studies in Higher Education, 38(8), s. 1222–1238.
Wright, Donald K., (1981). “Accreditation’s Effects on Professionalism”, Public Relations Review, 7(1), s. 48–61.
Wright, Donald K., (1989). “Ethics Research in Public Relations: An Overview”, Public Relations Review, 15(2), s. 3–5.
Wylie, Frank W., (1994). “Commentary: Public Relations İs Not Yet A Profession”, Public Relations Review, 20(1), s. 1–3.
Yengin, Hülya, (2004). “Türkiye’de Halkla İlişkiler Öğrenimi ve Sorunları”, 2. Uluslararası Milenyumda İletişim Sempozyumu, 17–19 Mart 2004, İstanbul, s. 173–191.
Yıldırım Becerikli, Sema, (2004). “Türkiye’deki Lisans Düzeyindeki Halkla İlişkiler Eğitimine İlişkin Bir Değerlendirme”, 2. Uluslararası Milenyumda İletişim Sempozyumu, 17–19 Mart 2004, İstanbul, s. 193–219.