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Halkla İlişkilerde Ölçme Sorununa Dijitalleşme ve Standartlar Bağlamında Bir Bakış: Bir Veri Madenciliği Uygulaması

Year 2023, Volume: 10 Issue: 1, 79 - 103, 30.01.2023
https://doi.org/10.17680/erciyesiletisim.1185310

Abstract

Halkla ilişkiler mesleği açısından en temel sorunsallardan birisi ölçme ve değerlendirmedir. Özellikle Barselona Prensipleri 3.0 bağlamında ileri sürülen uluslararası standartlar göz önünde bulundurulduğunda çıktıları, sonuçları ve potansiyel etkiyi bir arada ele alan ölçme eylemleri gerekmektedir. Sosyal medyanın halkla ilişkiler endüstrisi içerisinde artan kullanımı ile birlikte geleneksel ölçüm tekniklerinin yetersizliği aşikârdır. Bu araştırma, büyük veriyi ve analitiğini kullanarak halkla ilişkilerde iletişim etkinliğinin ölçülmesine yöneliktir. Araştırmanın amacı, halkla ilişkilerin ölçme ve değerlendirme sorunsalının aşılmasına katkı sunmaktır. Araştırma kapsamında karma yöntem kullanılmıştır. Veri toplama yöntemi olarak veri kazıma tekniğinden yararlanılmıştır. İletişim etkinliğinin çıktılarını ölçerken içerik analizi tekniği, sonuçları ölçerken veri madenciliği tekniğinden biri olan duygu analizi tekniği ve potansiyel etkinin ölçümlenmesinde de betimsel istatistik yöntemleri kullanılmıştır. Araştırmanın sonucuna göre sosyal medya verilerinden hareketle iletişim etkinliğinin çıktıları ve sonuçlarına yönelik somut çıktılar elde edilmiştir. İletişim etkinliğinin sonuçlarına ilişkin elde edilen verilerin kurumların mevcut çıktıları (gelir durumu, müşteri sayısı vb.) ile olan ilişkisi ve potansiyel etkisi tespit edilmiştir.

Supporting Institution

Yok

Project Number

Yok

References

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An Overview of the Measurement Problem in Public Relations in the Context of Digitalization and Standards: A Data Mining Practice

Year 2023, Volume: 10 Issue: 1, 79 - 103, 30.01.2023
https://doi.org/10.17680/erciyesiletisim.1185310

Abstract

One of the most fundamental problems in terms of the public relations profession is measurement and evaluation. In particular, considering the international standards put forward in the context of Barcelona Principles 3.0, measurement actions are required that combine outputs, outcomes, and potential impact. With the increasing use of social media in the public relations industry, the inadequacy of traditional measurement techniques is obvious. This study is intended for measuring communication effectiveness in public relations using big data and analytics. The research aims to contribute to overcoming the measurement and evaluation problem of public relations. A mixed method was used in the research. Data scraping was used a data collection method. Content analysis technique was used to measure the outputs of the communication activity, sentiment analysis technique, which is one of the data mining techniques, and descriptive statistics methods were used to measure the potential impact. According to the results of the research, tangible outputs for the results and the outputs of the communication activity based on social media data have been obtained. The relationship and potential impact of the data obtained on the communication activity results with the institutions' current outputs (income status, the number of customers, etc.) have been determined.

Project Number

Yok

References

  • Anderson, F. W., Barr, A. J., Ann Ferguson, M., Grunig, J. E., Martin, T., Mazur, G., Nielsen, W., Otto, C., Paine, K. D., Silver, D., Ward, K., Weiner, M., & Wright, D. K. (1997). Guidelines and standards for measuring and evaluating PR effectiveness. Institute for Public Relations. www.instituteforpr.com
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  • Avery, E., Lariscy, R., & Sweetser, K. D. (2010). Social media and shared-or divergent-uses? A coorientation analysis of public relations practitioners and journalists. International Journal of Strategic Communication, 4(3), 189-205. https://doi.org/10.1080/1553118X.2010.489501
  • Aydın, T. (2014). Kamuya Ait İşletmelerde Halkla İlişkiler Etkinlik Ölçümü (Kastamonu- Daday Orman İşletme Müdürlüğü Örneği. Artvin Çoruh Üniversitesi.
  • Bashir, M., & Aldaihani, A. (2017). Public relations in an online environment: Discourse description of social media in Kuwaiti organizations. Public Relations Review, 43(4), 777–787. https://doi.org/10.1016/j.pubrev.2017.05.004
  • Baskin, O., Hahn, J., Seaman, S., & Reines, D. (2010). Perceived effectiveness and implementation of public relations measurement and evaluation tools among European providers and consumers of PR services. Public Relations Review, 36(2), 105–111. https://doi.org/10.1016/j.pubrev.2010.02.002
  • Buhmann, A., Macnamara, J., & Zerfass, A. (2019). Reviewing the ‘march to standards’ in public relations: A comparative analysis of four seminal measurement and evaluation initiatives. Public Relations Review, 45(4), 1–16. https://doi.org/10.1016/J.PUBREV.2019.101825
  • Chung, S., & Taneja, H. (2016). Reassessment of audience in public relations industry: How social media reshape public relations measurements. Asia Pasific Public Relations Journal, 17(1), 60–77.
  • Demir, F.O. (2003). Halkla ilişkilerde ölçümleme ve değerlendirme. Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Demir, F. O. (2002). Halkla ilişkilerde etkinlik ölçümlemesi. Kurgu, 19(1), 178–189. https://dergipark.org.tr/en/pub/kurgu/856789
  • Ehling, W. (2005). Ekonomik düzey: Halkla ilişkiler ve iletişimin bilançoya katkısı. Içinde James Grunig, D. Dozier, W. Ehling, L. Grunig, F. Repper, & J. White (Ed.), Halkla ilişkiler ve iletişim yönetiminde mükemmellik (1. baskı, ss. 643–666). Rota Yayınları.
  • Eisenmann, M. (2013, Ocak 1). PR Measurement: The pursuit of consistent and credible metrics. IPRA. https://www.ipra.org/news/itle/pr-measurement-the-pursuit-of-consistent-and-credible-metrics/
  • Elmer, P. (2007). Unmanaging public relations: Reclaiming complex practice in pursuit of global consent. Public Relations Review, 33(4), 360–367. https://doi.org/10.1016/j.pubrev.2007.08.015
  • Ertem, T. (2014). Türkiye’de halkla ilişkiler ajanslarında değerlendirmenin yeri ve önemi. Atatürk İletişim Dergisi, 6, 175–186. https://dergipark.org.tr/en/pub/atauniiletisim/372302
  • Gabriel, S., & Koh, C. H. (2016). Social media use by public relations practitioners in Malaysia: An exploratory study. The Journal of Developing Areas, 50(5), 469–477. https://doi.org/10.1353/jda.2016.0037
  • Gökgöz, H. (2018). Halkla ilişkiler kampanyalarının değerlendirilmesinde halkla ilişkiler ajansları tarafından kullanılan ölçüm yöntemlerine yönelik ajans çalışanlarınınYaklaşımları. Konya Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Gray, R. (1998). Does PR measure up? Marketing, 27+. https://link.gale.com/apps/doc/A53857578/ITOF?u=gaziosmanpasa&sid=bookmark-ITOF&xid=8a41b346
  • Gregory, A. (2001). Public relations and evaluation: Does the reality match the rhetoric? Journal of Marketing Communications, 7(3), 171–189. https://doi.org/10.1080/13527260122625
  • Gregory, A., & Macnamara, J. (2019). An evaluation u-turn: From narrow organisational objectives to broad accountability. Public Relations Review, 45(5, 1-12. https://doi.org/10.1016/j.pubrev.2019.101838
  • Grunig, J., Dozier, D., Ehling, W., Grunig, L., Repper, F., & White, J. (2005). Halkla ilişkiler ve iletişim yönetiminde mükemmellik (1. baskı). Rota Yayın Yapım.
  • Grunig, J. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6, 1–19.
  • Güçdemir, Y. (2017). Sosyal medya: Halkla ilişkiler, reklam ve pazarlama. Derin Yayınları.
  • Gürgöze, A. (2001). Halkla ilişkilerde kalite ve ölçümleme. İstanbul Üniversitesi Sosyal BilimlerEnstitüsü.
  • Harden, L., & Heyman, B. (2009). Digital engagement: Internet marketing that captures customers and builds intense brand loyalty. AMACOM.
  • Hon, L. C. (1998). Demonstrating effectiveness in public relations: Goals, objectives, and evaluation. Journal of Public Relations Research, 10(2), 103-135. https://doi.org/10.1207/s1532754xjprr1002_02
  • Ihator, A. (2001). Corporate communication: challenges and opportunities in a digital world. Public Relations Quarterly, 46(4),15-18.
  • InstituteforPR. (2014, Haziran 17). About public relations research standarts center (PRRSC). https://instituteforpr.org/public-relations-research-standards/about/
  • IPR. (2003). Guidelines for Measuring the Effectiveness of PR Programs and Activities.
  • Jakus, D. (2018). The measurement and evaluation of PR communication. MINIB, 30(4), 137–156. https://doi.org/10.14611/minib.30.12.2018.17
  • Jiang, H., Luo, Y., & Kulemeka, O. (2017). Strategic social media use in public relations: professionals’ perceived social media ımpact, leadership behaviors, and work-life conflict. International Journal of Strategic Communication, 11(1), 18-41. https://doi.org/10.1080/1553118X.2016.1226842
  • Kamiloğlu, F. (2004). Halkla ilişkilerde araştırma ölçümlemenin önemi ve araştırma alanları uygulanırlığı. İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • Kaul, V. (2013). Plugging in: New PR technologies. SCMS Journal of Indian Management.
  • Kirat, M. (2007). Promoting online media relations: Public relations departments’ use of Internet in the UAE. Public Relations Review, 33(2), 166-174. https://doi.org/10.1016/j.pubrev.2007.02.003
  • Komodromos, M. (2014). A study of pr practitioners’ use of social media tools in Cyprus. Journal of Developmental Entrepreneurship, 19(2), 1-9. https://doi.org/10.1142/S1084946714500113
  • Laborde, E. J., & Pompper, D. (2006). Public relations program evaluation and encroachment effect in the for-profit sector. Public Relations Review, 32(1), 77-79. https://doi.org/10.1016/j.pubrev.2005.10.012
  • Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1), 55-65. https://doi.org/10.1016/S0363-8111(98)80020-9
  • Likely, F., & Watson, T. (2013). Measuring the edifice. Içinde K. Sriramesh, A. Zerfass, & J. N. Kim (Ed.), Public Relation and Communication Management: Current Trends and Emerging Topics. Routledge /Taylor and Francis Group.
  • Hon, L. C., Grunig, J. E., Anderson F. W., Glen, B., Jeffries-Fox, B.C., Felton, J., Gilfeather, J. Overkamp, S. J., & Lindenmann, W. (1999). Guidelines for measuring relationships in public relations. www.instituteforpr.org
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There are 68 citations in total.

Details

Primary Language English
Subjects Public Relations
Journal Section Articles in Foreign Languages
Authors

Hıdır Polat 0000-0002-7839-4666

Derya Öcal 0000-0003-0401-2917

Project Number Yok
Publication Date January 30, 2023
Submission Date October 6, 2022
Published in Issue Year 2023 Volume: 10 Issue: 1

Cite

APA Polat, H., & Öcal, D. (2023). An Overview of the Measurement Problem in Public Relations in the Context of Digitalization and Standards: A Data Mining Practice. Erciyes İletişim Dergisi, 10(1), 79-103. https://doi.org/10.17680/erciyesiletisim.1185310