HALKLA İLİŞKİLER BAĞLAMINDA İLİŞKİ SÜRDÜRME STRATEJİLERİ: YATIRIMCI İLİŞKİLERİNDE WEB SİTELERİ ÜZERİNE BİR ANALİZ

Araştırmanın amacı kurumların yatırımcı ilişkileri web sitelerindeki içeriği halkla ilişkilerde ilişki sürdürme stratejileri olarak tanımlanan “erişim, pozitiflik, açıklık, güvence, ağ oluşturma ve görev paylaşımı” stratejilerinden hareketle analiz etmektir. Bu kapsamda, Capital Dergisi tarafından yayınlanan Türkiye’nin En Büyük 500 Şirketi 2016 araştırmasında ilk 10’da yer alan kurumların yatırımcı ilişkileri web siteleri halkla ilişkilerde ilişki sürdürme stratejileri bağlamında incelenmiştir. İncelenen kurumların yatırımcı ilişkileri web sitesinde en fazla belirgin erişim stratejisi kategorisinin “link belirtme”, pozitiflik stratejisi kapsamında ise “etkileşimli içerik” olduğu belirlenmiştir. Açıklık stratejisi açısından “hisse bilgileri”, “yıllık raporlar” ve “yönetim kurulu listesi” kategorileri öne çıkmıştır. Güvence stratejisi bağlamında en fazla belirgin olan kategorilerin “kurumsal yönetişim” ve “yıllık raporda CEO mesajı” olduğu saptanmıştır. Ağ oluşturma stratejisi açısından incelenen 10 kurumun da üçüncü taraflarla ilişki kurmaya yönelik ortaklığa yöneldikleri, sorun çözmeye yönelik paylaşılan görev faaliyetleri stratejisinin ise hiçbir kurumun yatırımcı ilişkileri web sitesinde yer almadığı görülmüştür.

Anahtar Kelimeler:

Yatırımcı ilişkileri, Finansal halkla ilişkiler, İlişki sürdürme stratejileri

RELATIONSHIP MAINTENANCE STRATEGIES IN THE CONTEXT OF PUBLIC RELATIONS: AN ANALYSIS ON WEB SITES IN INVESTOR RELATIONS

The purpose of the study is to analyse the content of investor relations web sites of the corporations on the basis of “access, positivity, openness, assurances, networking and sharing of tasks” strategies which are defined as relationship maintenance strategies in public relations. Within this framework, investor relations web sites of the corporations included in the top 10 in the 2016 research of Turkey’s top 500 companies published by Capital Magazine analysed in the context of public relations relationship maintenance strategies. It was determined that the most apparent category of access strategy on the investor relations web site is “labelling investor relations link” and “interactive content” within the scope of the positive strategy. In terms of openness strategy, “stock information”, “annual reports” and “list of the board of directors” categories became prominent. It is determined that “corporate governance” and “CEO’s message in annual report” are the categories that are most apparent in the context of the assurance strategy. It was observed that 10 corporations, which are analysed in terms of networking strategy, have turned to cooperation to establish relations with third parties and sharing of tasks strategy for problem solving was not included in the investor relations web sites of the corporations.

Keywords:

Investor relations, Financial public relations, Relationship maintenance strategies,

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