STRATEJİK HALKLA İLİŞKİLER YÖNETİMİ PERSPEKTİFİNDEN EYLEMCİLİK

Yıl 2020, Sayı: 24, 187 - 209, 28.04.2020

Fatma Geçikli

Öz

Son yıllarda hedef örgütlere karşı gerçekleştirilen kolektif hareketlerde büyük bir artış meydana gelmiştir. Bu durumun birçok sebebi olabilir. Fakat eylemci örgütler tarafından bakıldığında, hedef örgütler etik olmayan ve sadece kendini düşünen uygulamalarıyla kamu refahına zarar vermektedir. Hedef örgütlerin bu tip davranışları, onların dışardan kontrol edilmeleri için dağınık durumda bulunan kamu kesiminin eylemcilik hareketleriyle bir araya gelmelerine yol açar. Hedef örgütün eylemleri ile paydaşların beklentileri arasındaki uçurum ne kadar büyükse, sorun o kadar büyür ve eylemci örgütler hedef örgüte aynı oranda baskı uygulamaya çalışırlar. Fakat buradaki ilişki, kompleks ve sürekli değişen bir ilişkidir. Stratejik halkla ilişkiler, eylemcilik hareketlerine sorun veya konu yönetimi, ilişki yönetimi gibi stratejik yaklaşımlarla karşılık vermektedir. Eylemci örgütler ise hedef örgütleri sivil itaatsizlik, gösteri, boykot, miting, dijital aktivizm gibi araçlarla baskı altına almaya çalışırlar. Bu anlamda hem hedef örgüt, hem de eylemci örgüt açısından halkla ilişkilerin önemi büyüktür. Bu çalışmanın amacı, eylemciliği inceleyerek stratejik halkla ilişkilerin her iki taraf için de önemli olduğunu vurgulamaktır

Anahtar Kelimeler

Eylemcilik, Halkla İlişkiler, Stratejik Halkla İlişkiler Yönetimi.

ACTIVISM FROM THE STRATEGIC PUBLIC RELATIONS MANAGEMENT PERSPECTIVE

Öz

In recent years there has been a great increase in the collective movements against target organizations. There may be many reasons of this situation. However, from the point of view of activist organizations, target organizations harm public welfare with their unethical and self-reflective practices. The larger the gap between the actions of the target organization and the expectations of the stakeholders, the larger the problem and activist organizations try to exert pressure on the target organization at the same rate. But the relationship here is a complex and constantly changing relationship. Strategic public relations responds to activism movements through strategic approaches such as problem or subject management and relationship management. On the other hand, activist organizations try to suppress the target organizations by means of civil disobedience, demonstration, boycott, rally and digital activism. Public relations are of great importance for both the target organization and the activist organization. The purpose of this study is to examine activism and emphasize that strategic public relations are important for both parties

Anahtar Kelimeler

Activism, Public Relations, Strategic Public Relations Management

Kaynakça

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