Simetrik İç İletişim Ütopyası: Kurum İçi İletişim Süreçlerinde Dış Kaynaklı Halkla İlişkiler Hizmetleri Üzerine Bir Araştırma

Year 2025, Volume: 28 Issue: 2, 639 - 658, 30.11.2025

Cudi Kaan Okmeydan

Abstract

Bu çalışma, kurum içi iletişim süreçlerinde dış kaynaklı halkla ilişkiler hizmetlerinin rolünü inceleyerek simetrik iç iletişim uygulamalarının önemini ortaya koymayı amaçlamaktadır. Literatürde bu konuyu doğrudan ele alan araştırmaların son derece sınırlı olması, çalışmanın özgün değerini artırmaktadır. Araştırma kapsamında, Türkiye’de farklı sektörlerde görev yapan 16 halkla ilişkiler uzmanı ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Elde edilen veriler doğrultusunda dört ana tema ve beş alt tema belirlenmiş; bu temalar betimsel içerik analizi yöntemiyle ayrı başlıklar altında değerlendirilmiştir.
Bulgular, simetrik iç iletişimin uygulamada büyük ölçüde bir “ütopya” niteliği taşıdığını ve gerçek kurumsal yapılar içinde tam anlamıyla uygulanmasının mümkün olmadığını göstermektedir. Buna karşılık, kurum içi etkinliklerin düzenlenmesi ve uygun iletişim kanalları aracılığıyla çalışanlara düzenli bilgi akışı sağlanmasının, çalışan motivasyonu üzerinde daha olumlu etkiler yarattığı saptanmıştır. Ayrıca, dış kaynaklı halkla ilişkiler hizmetlerinin kurum içi iletişim süreçlerine doğrudan dâhil edilmemesi gerektiği, bu tür hizmetlerin yalnızca kurum içi etkinlikler ve danışmanlık faaliyetleriyle sınırlandırılmasının daha uygun olacağı sonucuna ulaşılmıştır. Aksi durumda, ticari ve kurumsal mahremiyet başta olmak üzere çeşitli risklerin ortaya çıkabileceği görülmüştür. Bir diğer ilginç bulgu ise ileri yaşlardaki halkla ilişkiler uzmanlarının üst yönetim tarafından daha çok itibar gördüğüdür. Bu bulgu kültür faktörünün kurum içi iletişim pratiklerine de yansıdığı sonucuna işaret etmektedir. Saptanan bu sonuçlar doğrultusunda çalışma, literatüre teorik katkı sunmakla birlikte uygulayıcılar için de kurum içi iletişimin yönetimine ilişkin pratik öneriler geliştirmektedir.

Keywords

Halkla İlişkiler , Kurum İçi Halkla İlişkiler , Kurum İçi İletişim , Simetrik İletişim , Halkla İlişkiler Ajansları

Ethical Statement

Araştırma kapsamında sorulan yarı yapılandırılmış görüşme soruları, 19.08.2025 tarihinde Yaşar Üniversitesi Etik Komisyonu’na sunulmuş ve etik komisyon onayının ardından araştırma süreci başlatılmıştır. Araştırmaya katılım tamamen gönüllülük esasına dayandırılmış ve sorular, her görüşme öncesinde katılımcılarla paylaşılmıştır. Katılımcıların isimleri ve çalıştıkları kurumlar gizli tutulmuş ve her bir katılımcı çalışmada; Katılımcı 1 … ve Katılımcı 16 şeklinde kodlanmıştır. Görüşmeler Microsoft Teams programı aracılığıyla gerçekleştirilmiş, kayıt alınacağı hususunda katılımcılar önceden bilgilendirilmiş ve her birinin rızası alınmıştır. Bazı katılımcıların isteği üzerine görüşmeler görüntü almadan gerçekleştirilmiştir. Katılımcılara aktarıldığı üzere görüşme kayıtları araştırma güvenirliğini sağlamak ve artırmak adına kodlama sürecinde yalnızca bir araştırma uzmanı ile paylaşılmıştır.

The Utopia of Symmetrical Internal Communication: An Investigation into the Role of Outsourced Public Relations Services within Organizational Communication Processes

Abstract

This study aims to reveal the significance of symmetrical internal communication practices by examining the role of outsourced public relations services within organizational communication processes. The limited number of studies directly addressing this topic in the existing literature enhances the originality and scholarly value of this research. Within the scope of the study, semi structured interviews were conducted with 16 public relations professionals working in various sectors across Türkiye. Based on the data obtained, four main themes and five sub themes were identified and evaluated under separate headings through descriptive content analysis.
The findings indicate that symmetrical internal communication largely remains a “utopian” concept in practice and cannot be fully implemented within actual organizational structures. However, organizing internal events and ensuring a regular flow of information to employees through appropriate communication channels were found to have more positive effects on employee motivation. Furthermore, the study concludes that outsourced public relations services should not be directly involved in internal communication processes; rather, such services should be limited to internal event organization and consultancy activities. Otherwise, various risks may arise, particularly concerning commercial and organizational confidentiality. Another notable finding reveals that senior public relations professionals tend to gain greater recognition and respect from top management. This result suggests that cultural factors also influence internal communication practices. In light of these findings, the study offers both theoretical contributions to the literature and practical recommendations for managing internal communication in organizations.

Keywords

Public Relations , Internal Public Relations , Internal Communication , Symmetrical Communication , PR Agencies

Ethical Statement

The semi structured interview questions used in this research were submitted to the Ethics Committee of Yaşar University on August 19, 2025, and the research process commenced following the committee’s approval. Participation in the study was entirely voluntary, and the questions were shared with participants prior to each interview. The names of the participants and the institutions they worked for were kept confidential, and each participant was coded in the study as Participant 1 … through Participant 16. The interviews were conducted via Microsoft Teams. Participants were informed in advance that the sessions would be recorded, and their consent was obtained. At the request of some participants, certain interviews were conducted without video. As communicated to participants, the interview recordings were shared only with a research expert during the coding process to ensure and enhance the reliability of the study.

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