PUBLIC ‘RELATIONS’; AMPIRICAL EVIDENCE ON ORGANIZATION RELATIONSHIP CULTIVATION STRATEGIES AND RELATIONSHIP OUTCOMES

Abstract

This study aims to solve the structure of relations between organizations and organizations by taking relationship management theory in background. Towards this end, the study, which seeks empirical evidence on relationship-building strategies and outputs, presents the relations with the public in a way that focuses on the outputs of the strategies and relations that will relate to the organization and the publics rather than an understanding that only breaks the theoretical ties away from the theoretical ties. In the research, the perception of both the organizations and the public in the construction process of the relationship was evaluated by field research. It has reached the conclusion that the relations of the organizations are directly affecting the relations outputs. In addition, there are important differences between the predictions of organizations on relations outputs and the perceptions of the publics.

Halkla 'İlişkiler'; Örgütlerin İlişki Yerleştirme Stratejileri ve İlişki Çıktıları Üzerine Ampirik Bulgular

Abstract

Bu çalışma ilişki yönetimi teorisini ardalanına alarak, örgütlerle kamuların ilişkilerinin yapısını çözümlemeyi amaçlamaktadır. Bu amaç doğrultusunda ilişki yetiştirme stratejileri ve çıktılarına ilişkin ampirik kanıtlar arayan çalışma halkla ilişkileri, kuramsal bağlarının koparılarak sadece uygulamaları yöneten bir anlayışla değil, örgüt ve kamularla ilişkileri yetiştirecek stratejilere ve ilişkilerin çıktılarına odaklanan bir yönle sunmaktadır. Çalışma ilişkideki her iki tarafın algılarını alan araştırması ile  değerlendirmiş, örgütlerin ilişki yetiştirme stratejilerinin etki büyüklükleri farklı olsa da ilişki çıktılarını etkilediği sonucuna ulaşmıştır. Ayrıca, örgütlerin ilişki çıktılarına ilişkin öngörüleri ile kamuların algılamaları arasında önemli farklar bulunmaktadır.

Keywords

• halkla ilişkiler
• ilişki yönetimi
• ilişki yetiştirme stratejileri

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