HALKLA İLİŞKİLER VE TANITIM ÖĞRENCİLERİNİN İLİŞKİ SÜRDÜRME STRATEJİLERİNE DAİR YETKİNLİK DÜZEYLERİNİN BELİRLENMESINE YÖNELİK UYGULAMALI BİR ARAŞTIRMA

Öz

Günümüzde pek çok akademik çalışma alanında olduğu gibi halkla ilişkiler alanında da gelişmeler ve değişimler söz konusu olmuştur. Halkla ilişkilerin sadece iletişim odaklı bir kapsamdan değil örgütler ile kamuları arasındaki ilişkilerin stratejik bir şekilde yönetilmesi olarak değerlendirilebilecek ilişki odaklı daha geniş bir kapsama geçişini temsil eden ilişki yönetimi, halkla ilişkilerin değişen yapısının en temel göstergesidir. Bu çalışma, halkla ilişkiler ve tanıtım bölümünde eğitim gören lisans öğrencilerinin ilişki sürdürme stratejilerine dair yetkinlik düzeylerinin belirlenmesi ve değişen iş paradigmalarına karşı öğrencilerin hazır bulunuşluk düzeylerin ortaya çıkarılması amacıyla yapılmıştır. Araştırma kapsamında toplam 206 halkla ilişkiler ve tanıtım bölümü lisans öğrencisine “İlişki Sürdürme Stratejileri Ölçeği” revize edilerek yüz yüze olacak şekilde uygulanmıştır. Yapılan analiz sonucunda ilişki sürdürme stratejileri ölçeği alanyazına uygun şekilde faktörlere ayrılmış ve iç tutarlılık seviyelerinin yüksek olduğu ortaya çıkmıştır. Öğrencilerin demografik özelliklerine ilişkin fark testleri yapıldığında; cinsiyetleri ile ilişki sürdürme stratejileri arasında anlamlı farklar bulunduğu tespit edilmiştir. Kadın öğrencilerin ilişki boyutlarından olan güven, pozitiflik ve açıklık boyutlarında erkek öğrencilere oranla daha yüksek algı düzeyine sahip olduğu saptanmıştır. Değişen dünya ve halkla ilişkiler mesleği ile birlikte ilişki yönetimi kavramının önem kazanması, halkla ilişkiler ve tanıtım bölümü öğrencilerinin meslek hayatına hazır olup olmadıkları sorusunu akla getirmektedir. Bu sorunun cevabını ortaya çıkarmak amacıyla yapılan bu çalışmada halkla ilişkiler ve tanıtım bölümü lisans öğrencilerinin ilişki sürdürme stratejilerinin genel olarak ortalamanın üzerinde bulunduğu tespit edilmiştir.

Anahtar Kelimeler

• İlişki Yönetimi
• Halkla İlişkiler
• İlişki Stratejileri
• İş Paradigmaları
• Hazır Bulunuşluk

AN APPLIED RESEARCH ON DETERMINING THE COMPETENCY LEVELS OF PUBLIC RELATIONS AND PUBLICITY STUDENTS ON RELATIONSHIP SUSTAINABILITY STRATEGIES

Öz

Today, there have been developments and changes in the field of public relations, as in many academic fields of study. Representing the transition of public relations from a communication-oriented scope to a wider relation-oriented scope that can be considered as the strategic management of relations between organizations and their publics, relation management is the most basic indicator of the changing structure of public relations. This study was carried out in order to determine the competence levels of undergraduate students studying in the department of public relations and publicity on relationship maintenance strategies and to reveal the readiness levels of students against changing business paradigms. Within the scope of the research, the "Relationship Maintenance Strategies Scale" was revised and applied face to face to a total of 206 public relations and publicity undergraduate students. As a result of the analysis, the scale of relationship maintenance strategies was divided into factors in accordance with the literature and it was revealed that the internal consistency levels were high. When the difference tests regarding the demographic characteristics of the students are made; It has been determined that there are significant differences between genders and strategies for maintaining a relationship. It was determined that female students had a higher perception level than male students in the dimensions of trust, positivity and openness, which are among the relationship dimensions. The changing world and the importance of the concept of relationship management with the profession of public relations raises the question of whether the students of the public relations and publicity department are ready for their professional life. In this study, which was carried out to reveal the answer to this question, it was determined that the relationship maintenance strategies of the undergraduate students of the public relations and publicity department were generally above the average.

Anahtar Kelimeler

• Relationship Management
• Public Relations
• Relationship Strategies
• Business Paradigms Readiness

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