DİJİTAL HALKLA İLİŞKİLERDE ONLINE BASIN BÜLTENLERİ: HAVAYOLLARININ BASIN BÜLTENLERİNE BİR İNCELEME

Yıl 2024, Cilt: 9 Sayı: 2, 253 - 272, 29.11.2024

İbrahim Çataldaş

https://doi.org/10.47107/inifedergi.1515309

Öz

Genellikle halkla ilişkiler departmanları tarafından kamuoyunu ve basını önemli gelişmelerden haberdar etmek amacıyla hazırlanan basın bültenleri sıklıkla kullanılan araçlardan biridir. Ürün lansmanları, şirketlerin kazanç ve kayıpları, birleşmeler veya önemli güncellemeler gibi haber değeri taşıyan konuları duyurmak için hazırlanan basın bültenleri, etkili bir halkla ilişkiler aracıdır. Dijitalleşme, birçok alanda olduğu gibi halkla ilişkilerde de bazı araç ve yöntemleri dönüştürmüştür. Bununla birlikte en eski halkla ilişkiler araçlarından biri olan basın bültenleri, kuruluşların iletişim birimleri tarafından halen aynı amaçlarla kullanılmaktadır. Dijitalleşmeye bağlı olarak basın bültenleri artık işletmelerin web sitelerinde ve sosyal medya sayfalarında yayınlanmaktadır. Bu çalışmada dört havayolu şirketinin kendi kurumsal web sitelerinde yayınladıkları basın bültenleri ele alınmıştır. Araştırmanın temel amacı basın bültenlerinin türünü ve bunun halkla ilişkiler hedefleriyle nasıl örtüştüğünü belirlemektir. Bu amaç doğrultusunda, dört havayolu şirketinin 2023 yılında hazırladığı tüm basın bültenleri içerik analizi kullanılarak incelenmiştir. Yapılan analiz sonucunda havayolu şirketlerinin toplam 9 farklı kategoride basın bülteni yayınladığı tespit edilmiştir. Bunlar kamu duyurusu, yeni rota, kurumsal sosyal sorumluluk, finansal-kazanç, yeni ortaklık, inovasyon ve teknoloji, ödül duyurusu, ürün - hizmet lansmanı ve sponsorluk isimli basın bülteni kategorileridir. Sonuç olarak bu basın bültenlerinin kamuoyunu bilgilendirmenin yanı sıra, pazarlama odaklı halkla ilişkiler, yatırımcı ilişkileri, olumlu imaj ve itibar oluşturma, kurumsal sosyal sorumluluk gibi çeşitli amaçlara hizmet ettiği belirlenmiştir.

Anahtar Kelimeler

Dijital Halkla İlişkiler, Basın Bültenleri, Havayolu

ONLINE PRESS RELEASES IN DIGITAL PUBLIC RELATIONS: A REVIEW OF AIRLINES' PRESS RELEASES

Öz

Press releases are frequently utilized tools, typically prepared by public relations departments to notify the public and the press about important developments. Press releases are essential in public relations for announcing newsworthy items, such as product launches, quarterly earnings, mergers, or important updates. As in various fields, digitalization has changed and transformed some tools and methods in public relations. However, press releases, one of the oldest public relations tools, are still used by organizations' communication departments for the same purposes. Due to digitalization, press releases are now posted on businesses' websites and social media pages. This study analyzed the press releases published by the four airlines on their corporate websites. The primary purpose of the research is to determine the type of press releases and how they align with public relations objectives. For this purpose, all press releases issued by four airline companies in 2023 were analyzed using content analysis. In this context, it was determined that airline companies issued press releases in nine different categories. These categories are press releases named public announcement, new route, corporate social responsibility, financial - earnings, innovation and technology, new partnership, award announcement, product-service launch, and sponsorship. As a result, in addition to informing the public, it has been determined that these press releases serve various purposes, including marketing-oriented public relations, investor relations, fostering a positive image and reputation, and corporate social responsibility.

Anahtar Kelimeler

Digital Public Relations, Press Releases, Airline

Kaynakça

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