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An Evaluation on Public Relations Profession through Online Job Advertisements

Year 2018, Issue: 29. Özel Sayısı, 104 - 118, 01.11.2018
https://doi.org/10.31123/akil.454213

Abstract



Nowadays the need of building and maintaining strong ties and relations
with the stakeholders has brought more responsibility on public relations
practitioners and thus it has increased the need of professionalism of public
relations profession. The professionalism of the field is related with the
roles of the public relations practitioners taken responsibilities within the
organisation. The roles for public relations function are the behaviour
patterns of the practitioners and although the individuals differ from one
another, the roles provide a model for the process of organisation or the
function. The expectations of organisations from public relations function
arise through the public relations roles and at the same time it reflects how
the organisation adopts its communication approach. While public relations
practitioners represent each roles in the organisation, how often they conduct
these roles determines the dominant role. Thus it is important to figure out
how public relations practitioners carry out their roles and which roles have
prioritisation in order to find out the perspective of the organisation for
public relations and how public relations profession is described in the
organisation. Accordingly, in this paper it is aimed that the public relations
roles are identified through online job advertisements and thus the current
status of public relations profession is evaluated through the practitioners’
roles.  The shift from mass communication
to interactive digital communication both makes the digital communication basic
dynamics of everyday life and also the speed, frequency and accessibility of all
the process through digital media have drawn attention of individuals and
organisations. So the evaluation of current public relations profession through
online job advertisements is congruent with this situation. As a field study,
this paper is a descriptive research. By searching “public relations” key word,
227 job advertisements in 10 online job advertisement sites which has highest
hit rate in Turkey are analysed in the research.
Descriptive analysis was used to evaluate the data. Results indicate that public relations practitioner
roles do not reflect on job advertisements.

References

  • Abdullah, Z. And Threadgold, T., (2008). “Towards The Professionalisation Of Public Relations in Malaysia: Perception Management and Strategy Development”. Public Relations Review. 34 (3): 285–287.
  • Algren, M. and Eichhorn, K. C. (2007). “Cognitive Communication Competence With Public Relations Practitioners: Examing Gender Differences Between Technicians ND Managers”. Public Relations Review. 33(1): 77-83.
  • Baskin, O.; Aranoff, C. and Lattimore, D. (1997). “Public Relations: The Profession qnd The Practice”. USA: McGraw Hill.
  • Bowen, S. A. (2006). “Autonomy in Communication”i. Journal of Communication Management. 10(4): 330-352.
  • Cameron, G. T., Sallot, L. M. and Lariscy, R. A. W. (1996). “Developing Standarts of Proffessional Performance in Public relations”. Public Relations Review. 22(1): 43-61.
  • Choi, J. (2007). “Elobrating the Concept of Public Relations Roles and a Test of Its Utility”. Michigan: Michigan State University.
  • Christensen, B. A. (1987). “What makes a professional”. Journal of the American Society of CLU & ChFCi. 41(6): 41-57.
  • Cutlip, S. M.; Center, A. H. and Broom, G. M. (2000). “Effective Public Relations”. Upper Saddle River. NJ: Prentice Hall.
  • DeSanto, B. and Moss, D. (2004). “Rediscovering What PR Managers Do: Rethinking the Measurement of Managerial Behaviour in the Public Relations Context”. Journal of Communication Management. 9(2): 179-96.
  • Dozier, D. M. (1984). “Program Evaluation and Roles of PR Practitioners”. Public Relations Review. 10(2): 13- 21.
  • Dozier, D. M. (1992). “The Organizational Roles of Communications and Public Relations Practitioners”, Excellence in Public Relations and Communication Management. Ed. By J. E. Grunig. New Jersey: Lawrence Erlbaum Associates.
  • Ehling, W. P.; White, J. and Grunig, J. E. (1992). “Public Relations and Marketing Practices”, Excellence in Public Relations and Communication Management. Ed. J. E. Grunig, New Jersey: Lawrence Erlbaum Associates.
  • Ertekin, Y. (1987). “Halkla İlişkiler ve Meslekleşme Olgusu”. Halkla İlişkiler Sempozyumu. Ankara: Ankara Üniversitesi Basın Yayın Yüksekokulu Yayınları.
  • Görpe, S. (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 (24.03.2016).
  • Grunig, J. E. and Hunt, T. (1984). “Managing Public Relations”. ABD: Thomson-Wadsworth Learning Inc.
  • Grunig, J. E.; Grunig, L. A. And Ehling, W. P. (1992). “What is an Effective Organization”. Excellence in Public Relations and Communication Management. Ed. J. E. Grunig. New Jersey: Lawrence Erlbaum Associates.
  • Hong, Y. (2003). “Influence of Culture on Public Relations Practitioner Roles: A Cross- National Comparative Study The U.S. and South Korea”. Master Thesis. California State University. USA.
  • Ilıcak Aydınalp, G. (2013). “Professional Standards In Public Relations Dicipline: A Research On Workers Of Corporate Communication Department”. Researching The Changing Profession Of Public Relations. Ed. A. Okay, V. Carayol and R. Tench. Brüksel: Peter Lang.
  • Kalender, A. (1999). “Türkiye’de Halkla İlişkilerin Meslekleşmesi: Sorunlar ve Çözüm Önerileri”. Selçuk İletişim. 1(1): 24-33.
  • Kelleher, T. (2001). “Public relations roles and media choice”. Journal of Public Relations Research. 13(14): 303-320.
  • Lauzen, M. M. and Dozier, D. M. (1992). “The Missing Link: The Public Relations Manager Role as Mediator of Organizational Environments and Power Consequences for the Function”. Journal of Public Relations Research. 4(4): 205-20.
  • L’Etang, J. and Pieczka, M. (2002). “Halkla İlişkilerde Eleştirel Yaklaşımlar”. Ankara: Vadi Yayınları.
  • Meintjes, C. and 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 (10.01.2014).
  • Moss, D. and Green, R. (2001). “Re-examining the manager’s role in public relations: What management and public relations research teaches us”. Journal of Communication Management. 6: 118-132.
  • Öksüz,B. (2015). “Halkla İlişkilerde Meslekleşme Sorunu”. İletişim Kuram ve Araştırma Dergisi. 40(Bahar): 248-265
  • Picciotto, R. (2011). “The Logic of Evaluation Professionalism”. Evaluation. 17(2): 165–180.
  • Sager, W. H. (2003). “Professional conduct: Symbol of a profession”. The National Public Accountant. 14: 21-32.
  • Sha B. (2011). “Accredited vs. non-accredited: The polarization of practitioners in the public relations profession”. Public Relations Review. 37: 121–128.
  • Sriramesh, K. And Hornaman, L. B. (2006). “Public Relations As A Profession An Analysis of Curricular Content in the United States”. Journal of Creative Communications. 1(2): 155-172.
  • Şatır Karakaya, Ç., Erendağ Sümer, F. And Gök Demir, Z. (2017). “Stratejik Halkla İlişkiler ve Uygulamaları”. Ankara: Nobel.
  • Vercic, D.; Grunig, L. A. And Grunig, J. E. (1996). “Global and Specific Principles of Public Relations: Evidence from Slovenia”. International Public Relations: A Comparative Analysis. Ed. H. Culbertson and N. Chen. NJ: Lawrence Erlbaum Associates.
  • Welie, J. V. M. (2004). “Is Dentistry A Profession? Part 1. Professionalism Defined”. Journal of the Canadian Dental Association. 70(8): 529-532.
  • Weber, M. (1995). “Toplumsal ve Ekonomik Öğrenme Kuramı”. Ankara: İmge”Kitabevi.
  • Wilensky H. (1964), "The Professionalization of Everyone?". The American Journal of Sociology. LXX(2).
  • Wright, D. K. (1981). “Accreditation’s Effects on Professionalism”. Public Relations Review. 7(1): 48–61.
  • Yıldırım, G. and Akbulut, D. (2017). “Halkla İlişkiler ve Tanıtım Programlarında Öğrenim Gören Öğrencilerin Yakınlarının Halkla İlişkiler Mesleği Konusunda Tutum ve Algıları Üzerine BirAraştırma”. Akdeniz İletişim Dergisi. (28): 199-223.
  • Yıldırım, A. and Şimşek, H. (2013). “Sosyal Bilimlerde Nitel Araştırma Yöntemleri”. Ankara: Seçkin Yayıncılık.

An Evaluation on Public Relations Profession through Online Job Advertisements

Year 2018, Issue: 29. Özel Sayısı, 104 - 118, 01.11.2018
https://doi.org/10.31123/akil.454213

Abstract

Günümüzde
örgütlerin paydaşlar ile güçlü ilişkiler kurma ve sürdürme gereği halkla
ilişkiler uygulayıcılarınadaha çok sorumluluk yükleyerek halkla ilişkiler
mesleğinin profesyonelleşmesine olan gereksinimi somutlaştırmaktadır. Alanın
profesyonelliği halkla ilişkiler uygulayıcılarının örgüt içinde üstlendikleri
rollerle bağlantılıdır. Halkla ilişkiler fonksiyonu için roller uygulayıcıların
davranış örüntüleridir ve bireyler farklılaşsa da roller örgütün ya da
fonksiyonun işleyişine yönelik bir model sunmaktadır. Örgütlerin halkla
ilişkiler fonksiyonundan beklentileri halkla ilişkiler uygulayıcı rolleri
aracılığı ile ortaya çıkmakta ve aynı zamanda örgütün nasıl bir iletişim
yaklaşımını benimsediğini de yansıtmaktadır. Halkla ilişkiler uygulayıcıları
örgüt içerisinde her rolü temsil ederken, rollerini hangi sıklıkla yaptıkları
baskın rolü belirlemektedir. Nitekim, halkla ilişkiler uygulayıcılarının
rollerini nasıl yerine getirdiği, hangi rolü önceliklendirdiği örgütlerin
halkla ilişkilere bakış açısını ve halkla ilişkiler mesleğinin örgütlerde nasıl
tanımlandığını da ortaya koyması bakımından önemlidir. Bu doğrultuda bu
araştırmada da online iş ilanları üzerinden halkla ilişkiler uygulayıcı
rollerini tespit ederek; halkla ilişkiler mesleğinin mevcut konumunu uygulayıcı
rolleri üzerinden değerlendirmek amaçlanmaktadır. Kitle iletişiminden interaktif
dijital
iletişime doğru yaşanan değişim dijital iletişimi günlük hayatın
temel dinamiklerinden birisi haline getirirken, aynı zamanda dijital ortam
üzerinden yapılan tüm işlerin hızlı ilerleyen gelişimi, sıklığı ve bu ortamlara
ulaşma kolaylığı, hem bireyler hem kurumlar için bu dijital ortamları dikkat
çeker hale getirmiştir. Dolayısıyla, halkla ilişkiler mesleğinin mevcut
konumunu online iş ilanları üzerinden değerlendirmek bu durum ile uyumludur. Bu
çalışma bir alan araştırması olup betimsel türde bir çalışmadır. Araştırmaya
Türkiye’de tıklanma oranı en yüksek 10 online iş başvuru sitesinde yer alan
ilanlar içerisinden “halkla ilişkiler” anahtar sözcüğü ile arama yapılarak 227
iş ilanı dahil edilmiştir.
Elde
edilen verilerin değerlendirilmesinde betimsel analiz kullanılmıştır.

Çalışmanın sonucunda halkla ilişkiler uygulayıcı rollerinin iş ilanlarına
yansımadığı sonucuna ulaşılmıştır.

References

  • Abdullah, Z. And Threadgold, T., (2008). “Towards The Professionalisation Of Public Relations in Malaysia: Perception Management and Strategy Development”. Public Relations Review. 34 (3): 285–287.
  • Algren, M. and Eichhorn, K. C. (2007). “Cognitive Communication Competence With Public Relations Practitioners: Examing Gender Differences Between Technicians ND Managers”. Public Relations Review. 33(1): 77-83.
  • Baskin, O.; Aranoff, C. and Lattimore, D. (1997). “Public Relations: The Profession qnd The Practice”. USA: McGraw Hill.
  • Bowen, S. A. (2006). “Autonomy in Communication”i. Journal of Communication Management. 10(4): 330-352.
  • Cameron, G. T., Sallot, L. M. and Lariscy, R. A. W. (1996). “Developing Standarts of Proffessional Performance in Public relations”. Public Relations Review. 22(1): 43-61.
  • Choi, J. (2007). “Elobrating the Concept of Public Relations Roles and a Test of Its Utility”. Michigan: Michigan State University.
  • Christensen, B. A. (1987). “What makes a professional”. Journal of the American Society of CLU & ChFCi. 41(6): 41-57.
  • Cutlip, S. M.; Center, A. H. and Broom, G. M. (2000). “Effective Public Relations”. Upper Saddle River. NJ: Prentice Hall.
  • DeSanto, B. and Moss, D. (2004). “Rediscovering What PR Managers Do: Rethinking the Measurement of Managerial Behaviour in the Public Relations Context”. Journal of Communication Management. 9(2): 179-96.
  • Dozier, D. M. (1984). “Program Evaluation and Roles of PR Practitioners”. Public Relations Review. 10(2): 13- 21.
  • Dozier, D. M. (1992). “The Organizational Roles of Communications and Public Relations Practitioners”, Excellence in Public Relations and Communication Management. Ed. By J. E. Grunig. New Jersey: Lawrence Erlbaum Associates.
  • Ehling, W. P.; White, J. and Grunig, J. E. (1992). “Public Relations and Marketing Practices”, Excellence in Public Relations and Communication Management. Ed. J. E. Grunig, New Jersey: Lawrence Erlbaum Associates.
  • Ertekin, Y. (1987). “Halkla İlişkiler ve Meslekleşme Olgusu”. Halkla İlişkiler Sempozyumu. Ankara: Ankara Üniversitesi Basın Yayın Yüksekokulu Yayınları.
  • Görpe, S. (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 (24.03.2016).
  • Grunig, J. E. and Hunt, T. (1984). “Managing Public Relations”. ABD: Thomson-Wadsworth Learning Inc.
  • Grunig, J. E.; Grunig, L. A. And Ehling, W. P. (1992). “What is an Effective Organization”. Excellence in Public Relations and Communication Management. Ed. J. E. Grunig. New Jersey: Lawrence Erlbaum Associates.
  • Hong, Y. (2003). “Influence of Culture on Public Relations Practitioner Roles: A Cross- National Comparative Study The U.S. and South Korea”. Master Thesis. California State University. USA.
  • Ilıcak Aydınalp, G. (2013). “Professional Standards In Public Relations Dicipline: A Research On Workers Of Corporate Communication Department”. Researching The Changing Profession Of Public Relations. Ed. A. Okay, V. Carayol and R. Tench. Brüksel: Peter Lang.
  • Kalender, A. (1999). “Türkiye’de Halkla İlişkilerin Meslekleşmesi: Sorunlar ve Çözüm Önerileri”. Selçuk İletişim. 1(1): 24-33.
  • Kelleher, T. (2001). “Public relations roles and media choice”. Journal of Public Relations Research. 13(14): 303-320.
  • Lauzen, M. M. and Dozier, D. M. (1992). “The Missing Link: The Public Relations Manager Role as Mediator of Organizational Environments and Power Consequences for the Function”. Journal of Public Relations Research. 4(4): 205-20.
  • L’Etang, J. and Pieczka, M. (2002). “Halkla İlişkilerde Eleştirel Yaklaşımlar”. Ankara: Vadi Yayınları.
  • Meintjes, C. and 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 (10.01.2014).
  • Moss, D. and Green, R. (2001). “Re-examining the manager’s role in public relations: What management and public relations research teaches us”. Journal of Communication Management. 6: 118-132.
  • Öksüz,B. (2015). “Halkla İlişkilerde Meslekleşme Sorunu”. İletişim Kuram ve Araştırma Dergisi. 40(Bahar): 248-265
  • Picciotto, R. (2011). “The Logic of Evaluation Professionalism”. Evaluation. 17(2): 165–180.
  • Sager, W. H. (2003). “Professional conduct: Symbol of a profession”. The National Public Accountant. 14: 21-32.
  • Sha B. (2011). “Accredited vs. non-accredited: The polarization of practitioners in the public relations profession”. Public Relations Review. 37: 121–128.
  • Sriramesh, K. And Hornaman, L. B. (2006). “Public Relations As A Profession An Analysis of Curricular Content in the United States”. Journal of Creative Communications. 1(2): 155-172.
  • Şatır Karakaya, Ç., Erendağ Sümer, F. And Gök Demir, Z. (2017). “Stratejik Halkla İlişkiler ve Uygulamaları”. Ankara: Nobel.
  • Vercic, D.; Grunig, L. A. And Grunig, J. E. (1996). “Global and Specific Principles of Public Relations: Evidence from Slovenia”. International Public Relations: A Comparative Analysis. Ed. H. Culbertson and N. Chen. NJ: Lawrence Erlbaum Associates.
  • Welie, J. V. M. (2004). “Is Dentistry A Profession? Part 1. Professionalism Defined”. Journal of the Canadian Dental Association. 70(8): 529-532.
  • Weber, M. (1995). “Toplumsal ve Ekonomik Öğrenme Kuramı”. Ankara: İmge”Kitabevi.
  • Wilensky H. (1964), "The Professionalization of Everyone?". The American Journal of Sociology. LXX(2).
  • Wright, D. K. (1981). “Accreditation’s Effects on Professionalism”. Public Relations Review. 7(1): 48–61.
  • Yıldırım, G. and Akbulut, D. (2017). “Halkla İlişkiler ve Tanıtım Programlarında Öğrenim Gören Öğrencilerin Yakınlarının Halkla İlişkiler Mesleği Konusunda Tutum ve Algıları Üzerine BirAraştırma”. Akdeniz İletişim Dergisi. (28): 199-223.
  • Yıldırım, A. and Şimşek, H. (2013). “Sosyal Bilimlerde Nitel Araştırma Yöntemleri”. Ankara: Seçkin Yayıncılık.
There are 37 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Çiğdem Karakaya

Fulya Erendağ Sümer

Zuhal Gök Demir This is me

Publication Date November 1, 2018
Submission Date August 15, 2018
Published in Issue Year 2018 Issue: 29. Özel Sayısı

Cite

APA Karakaya, Ç., Erendağ Sümer, F., & Gök Demir, Z. (2018). An Evaluation on Public Relations Profession through Online Job Advertisements. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(29. Özel Sayısı), 104-118. https://doi.org/10.31123/akil.454213