Stratejik Haklka İlişkilerde Halkla İlişkiler Uygulayıcı Rolleri

Yıl 2013, Cilt: 18 Sayı: 1, 417 - 434, 01.03.2013

  Öğr.gör.sibel Hoştut

Öz

Public relations practitioner roles provide the framework for public relations practices. The fact that public relations practices differ from organization to organization, and from practitioner to practitioner complicates the identification of practitioner roles. The diversity of public relations practitioners within the organization led to the research of practitioner roles which provided the entry of new empirical roles into the public relations literature. The purpose of this study is to examine the changing and evolving roles from technical to strategic public relations practices, to eliminate the confusion of public relations practitioner roles and with the triple typology (strategist, manager and technician) to contribute to the creation of consensus in the field

Anahtar Kelimeler

Public relations practitioner roles, studies of practitioner roles, strategic management, strategic levels

STRATEJİK HALKLA İLİŞKİLERDE HALKLA İLİŞKİLER UYGULAYICI ROLLERİ

Öz

Halkla ilişkiler uygulayıcı rolleri halkla ilişkiler uygulamaları için temel çerçeveyi sunmaktadır. Ancak halkla ilişkiler uygulamalarının örgütten örgüte ve uygulayıcıdan uygulayıcıya farklılık göstermesi uygulayıcı rollerinin tanımlanmasını zorlaştırmıştır. Halkla ilişkiler uygulayıcılarının örgüt içinde oynadıkları rollerin araştırılmasına neden olan bu durum, halkla ilişkiler literatürüne yeni ampirik rollerin girmesini sağlamıştır. Bu çalışmanın amacı halkla ilişkiler uygulayıcı rollerinin teknik uygulamalardan stratejik halkla ilişkiler uygulamalarına doğru değişen ve gelişen rollerini irdeleyerek halkla ilişkiler uygulayıcı rollerine ilişkin karışıklığı ortadan kaldırmak ve üçlü rol tipolojisiyle (stratejist, yönetici ve teknisyen) alanda konsensüs yaratılmasına katkı sağlamaktır

Anahtar Kelimeler

Halkla ilişkiler uygulayıcı rolleri, rol araştırmaları, stratejik yönetim, stratejik düzeyler

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