Halkla İlişkiler Rollerinde Anahtar Bir Kavram Olarak Kurumsal Sosyal Savunuculuk

Year 2024, , 186 - 197, 30.04.2024

Zeynep Ekmekçi , Mustafa Akdağ

https://doi.org/10.52642/susbed.1405574

Cited By: 1

Abstract

Halkla ilişkilerin tarihsel süreç içerisinde çeşitli rol tanımlamaları olmuştur. İlk ortaya çıktığı dönemden itibaren hedef kitlenin beklentileri doğrultusunda kendini geliştiren, değiştiren halkla ilişkiler en mükemmel olma yolunda ilerleyerek çabalar göstermektedir. Bu çabalar, hedef kitleye nasıl daha fazla faydalı olabilirim sorusuna cevap aramaktadır. Bu alandaki çabaların geldiği aşama göz önüne aldığında günümüzdeki hedef kitle, saf ya da homojen bir yapı sergilememektedir. Bu hedef kitlenin aynı konularda farklı beklentiler içerisine girebileceği anlamına gelmektedir. Alanyazında henüz yeni tanımlanmaya çalışılan kurumsal sosyal savunuculuk kavramı, halkla ilişkiler için de yeni bir ilgi alanı olarak ortaya çıkmaktadır. Kavram, örgütlerin hedef kitlelerinin beklentileri doğrultusunda bazı konular üzerine aktivist bir yaklaşım belirlemelerini ifade etmektedir. Çalışma kapsamında halkla ilişkiler öğrencilerine göre bir örgütün kurumsal sosyal savunuculuk rolüne bakış açısı ve hangi konuların kurumsal sosyal savunuculuk bağlamında değerlendirilmesi gerektiği tespit edilmeye çalışılmıştır. Türkiye'de 399 halkla ilişkiler öğrencisi ile yapılan çalışmada, örgütlerin sosyal, siyasal ve ekonomik konularda savunuculuk yapması gerektiği görüşü ortaya çıkmaktadır. Ayrıca başta hak ve özgürlükler olmak üzere örgütlerin toplumu etkileyen pek çok konuda toplum yararına çalışması gerektiği dolayısıyla örgütlerin kurumsal sosyal savunuculuğunun halkla ilişkilerin bir parçası olduğu ve kilit bir rol oynaması gerektiği saptanmıştır.

Keywords

Halkla ilişkiler, Halkla İlişkiler Rolleri, Stratejik Halkla İlişkiler, Kurumsal Sosyal Savunuculuk, Halkla İlişkiler Öğrencileri

Corporate Social Advocacy as a Key Concept in the Public Relations Roles

Abstract

Public relations has had various role definitions in the historical process. Public relations, which has developed and changed itself in line with the expectations of the target audience since its first emergence, has been striving to be the most perfect. These efforts seek an answer to the question of how to be more useful to the target audience. Considering the stage of efforts in this field, today's target audience does not exhibit a pure or homogeneous structure. This means that the target audience may have different expectations on the same subjects. The concept of corporate social advocacy, which has just been tried to be defined in the literature, is emerging as a new area of interest for public relations. The concept refers to the fact that organizations determine an activist approach on some issues in line with the expectations of their target audiences. Within the scope of the study, it was tried to determine the perspective of an organization on the role of corporate social advocacy according to public relations students and which issues should be evaluated in the context of corporate social advocacy. In the study conducted with 399 public relations students in Turkey, the view that organizations should advocate on social, political and economic issues emerges. In addition, it has been determined that organizations should work for the benefit of society on many issues affecting society, especially rights and freedoms, so corporate social advocacy of organizations is a part of public relations and should play a key role.

Keywords

Public Relations, Public Relations Roles, Strategic Public Relations, Corporate Social Advocacy, Public Relations Students

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