MEASURING THE EFFECTIVENESS OF ORGANİZATİON-PUBLIC RELATIONS: A RESEARCH ON NGO’S VOLUNTEERS

Year 2020, Volume: 13 Issue: 1, 180 - 196, 27.01.2020

Engin Çelebi

Abstract

Public
relations strategies provide a theoretical framework for organizations to
improve the quality of their relationships with key target groups. The aim of
the study is to determine the effective strategies necessary for NGOs to
increase the number of volunteers. The research was conducted on people who
volunteered for at least 3 months to NGOs serving the public interest and who
continued their volunteering activities. As a result of the research conducted
on 228 NGOs volunteers, it has been revealed that the relationship development
strategies in public relations are the determining factors for the intention to
continue volunteering. In addition, public relations perceptions have been
identified as a determining factor for supportive behaviors towards NGOs.
According to another research finding, there was a significant correlation
between communication (control mutuality) and relational results (trust,
commitment, satisfaction). Volunteers define their relationship with NGOs as a
relationship based on unilateral relationships rather than a relationship based on
mutual benefits. Research results is helping to explain the cause of the
decrease in the number of volunteers of NGOs in Turkey.

Keywords

Public Relations, Relationship Management, NGOs, Non-profit Organizations, Volunteerism

KURUMSAL HALKLA İLİŞKİLERİN ETKİNLİĞİNİ ÖLÇME: STK GÖNÜLLÜLERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Halkla
ilişkiler stratejileri kuruluşların önemli hedef kitleleriyle olan
ilişkilerinin kalitesini geliştirebilmeleri için teoriksel bir çerçeve
sunmaktadır.  Araştırma kapsamında
STK’ların gönüllü sayılarını arttırabilmeleri için gerekli olan etkili
stratejilerin belirlenmesi amaçlanmıştır. Bu kapsamda kamu yararına hizmet eden
STK’lara en az 3 ay gönüllü olan ve gönüllülük faaliyetlerine devam eden kişiler
üzerinde bir araştırma yapılmıştır.  228
STK gönüllüsü üzerine yapılan araştırma sonucunda halkla ilişkilerde ilişki
geliştirme stratejilerinin gönüllü kazanımı ve gönüllülüğe devam etme niyetlerinin
belirleyici faktörü olduğu belirlenmiştir. Ayrıca halkla ilişkiler
algılamalarının STK’lara yönelik destekleyici davranışların belirleyici bir unsuru
olduğu ortaya çıkartılmıştır. Diğer bir araştırma bulgusuna göre iletişimsel
süreç (karşılıklı kontrol) ile ilişkisel sonuçlar (güven, bağlılık, memnuniyet)
arasında anlamlı bir korelasyon bulunmuştur. Gönüllüler STK’lar ile olan ilişkilerini
ise karşılıklı menfaate dayanan bir değişim ilişkisinden ziyade tek taraflı
hizmete dayanan bir ilişki olarak tanımlamaktadır. Araştırma sonuçları Türkiye’de
STK’ların sahip oldukları gönüllü üye sayılarındaki düşüklüğün nedenini
açıklamaya yardımcı olmaktadır.

Keywords

Halkla İlişkiler, İlişki Yönetimi, Sivil Toplum Kuruluşları, Kar Amacı Taşımayan Kuruluşlar, Gönüllülük

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