Web Tabanlı Örgütsel Halkla İlişkiler Faaliyetlerinde Paydaş Türlerinin Belirlenmesi

Şirketler, ekonomik özelliklere sahip sosyal organizasyonlardır ve toplumun bir parçası olarak toplumun tüm kesimleri ile temas halindedir. Şirketlerin özellikle bağlı oldukları belirli paydaş grupları vardır ve bu paydaşlar şirketlere göre farklılık gösterebilir. Şirketler, paydaşları ile sürekli bağlantı ve iletişim halindedir dolayısıyla hem paydaşlarını etkiler hem de onlardan etkilenirler. Paydaşlarına yönelik çeşitli sorumlulukları olan şirketler ancak bu tür sorumluluklarını yerine getirerek hayatta kalabilir, paydaşlarının beklentilerini karşılayabilir ve onları şirket hakkında bilgilendirebilirler. Bu çalışmada, BIST 100 Endeksi şirketlerinin web tabanlı paydaş ilişkileri tartışılmış, bu şirketlerin hedef paydaşlarına yönelik halkla ilişkiler faaliyetleri incelenmiştir. Paydaş ilişkilerinin belirlenmesinde şirketlerin web sayfalarında bulunan bilgilerden yararlanılmış ve bilgiler, içerik analiz ile değerlendirilmiştir. Alınan sonuçlara göre en yoğun mesajın olduğu paydaş türü müşterilerdir.

Anahtar Kelimeler:

İletişim stratejisi, BIST 100 indeksi, Borsa İstanbul, paydaş ilişkileri, paydaş beklentileri

Determination of Stakeholder Types On Web-Based Organizational Public Relations Activities

Companies are social organizations with economic characteristics and they are in contact with all social sectors as a part of the community. However, there are specific stakeholder groups that companies are specifically affiliated with and these stakeholders can be different according to the companies. Companies are in constant connection and communication with stakeholder groups so they both affect stakeholders and are influenced by them. Companies have various responsibilities for their stakeholders and they can only survive through accomplish their responsibilities to the stakeholders, meet the stakeholders' expectations, and permanently inform them about the company. In this study, BIST 100 Index companies web-based stakeholder relations are discussed and these companies’ target stakeholders and message contents for public relations activities were questioned. Stakeholder relations are evaluated by the information on these companies’ web pages and information was evaluated by content analysis method. According to results customer group is the most intense group of messages for all sectors.

Keywords:

Communication strategy, BIST 100 Index, Borsa Istanbul, stakeholder relations, stakeholder expectation,

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