e-gifder Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 2146-3301 2146-3301 Gümüşhane Üniversitesi 10.19145/e-gifder.433245 PUBLIC SEGMENTS IN STRATEGIC PUBLIC RELATIONS IN THE CONTEXT OF THE SITUATIONAL THEORY OF PUBLICS: THE PROFILE OF ACTIVE, AWARE AND LATENT PUBLICS IN TURKEY KAMULARIN DURUMSAL KURAMI BAĞLAMINDA STRATEJİK HALKLA İLİŞKİLERDE KAMU SEGMENTLERİ: TÜRKİYE’DEKİ AKTİF, UYANMIŞ VE GİZLİ KAMULARIN PROFİLİ https://orcid.org/0000-0001-6489-3125 Gök Demir Zuhal Alanya Alaaddin Keykubat Üniversitesi https://orcid.org/0000-0002-1172-0973 Karakaya Şatır Çiğdem Akdeniz Üniversitesi 09 29 2018 6 2 1073 1105 06 12 2018 10 22 2018 Copyright © 2011, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 2011 Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi

The study aims to reveal the profile of the active, aware and latent publics in Turkey by segmenting the situationaltheory of publics. Accordingly an empirical field study is carried out in İstanbul, Ankara and İzmir with 443questionnaires consisting of the variables of the situational theory of publics and demographics. The results suggestthat the publics can be segmented into active, aware and latent publics according to the theory. Although awarepublics are found to be the largest publics, as the number of active publics are also enormous, building asymmetricalrelationships is considered as questionable. It is suggested that this query can be realized as three folded; forcorporations, public relations practitioners and academy to end the complexity of the public relations field inTurkey. When the results of the research are evaluated in terms of active publics in Turkey, it can be stated thatthere are some implications for the corporations, practitioners and the academy, which are the trivet of the publicrelations field.

Bu çalışma Türkiye’deki kamuları, kamuların durumsal kuramı ile segmente ederek aktif, uyanmış ve gizlikamuların profil özelliklerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda İstanbul, Ankara ve İzmir illerindekamuların durumsal kuramının değişkenleri ve demografik sorulardan oluşan 443 anket formu ile ampirik bir alanaraştırması gerçekleştirilmiştir. Araştırma sonucunda kamular kurama göre aktif, uyanmış ve gizli kamu olaraksegmente edilmiş ve en kalabalık kamu segmenti uyanmış kamu olarak tespit edilmiştir. Ancak aktif kamunun dasayısal olarak güçlü tespit edilmesi bugüne kadar genellikle asimetrik olarak inşa edilen ilişkileri sorgulatmayabaşlayacağını düşündürmektedir. Bu sorgulamanın Türkiye’de halka ilişkiler alanında var olan karmaşanınbütünlüğe kavuşması açısından üç boyutlu olarak; örgütler, uygulayıcılar ve akademi tarafından gerçekleştirilmesiönerilmektedir. Bu çalışma aktif kamunun varlığı açısından yorumlandığında örgütler, uygulayıcılar ve akademiyiiçeren halkla ilişkiler alanının üç sacayağı için bir takım sonuçlar yaratmaktadır.

 Stratejik Halkla İlişkiler Kamu Segmentasyonu Aktif Kamu Uyanmış Kamu Gizli Kamu Strategic Public Relations Public Segmentation Active Public Aware Public Latent Public ALDOORY, Linda; KIM, Jeong-Nam and TINDALL, Natalie (2010). The influence of perceived shared risk in crisis communication: Elaborating the situational theory of publics. Public Relations Review, 36, 134-140. BERKOWITZ, Dan and TURNMIRE, Kirk (1994). Community relations and issues management: An issue orientation approach to segmenting publics. Journal of Public Relations Research, 6, 105-123. CAMERON, Glen T (1992). Memory for investor relations messages: An information-processing study of Grunig's situational theory. Journal of Public Relations Research, 4, 45-60. CAMPBELL, Thomas G. (2011). Remaining Vigilant Against Domestic Terrorism: Making Meaning Of Counter Terrorism In A National Awareness Campaign, Maryland University Yayınlanmamış Yüksek Lisans Tezi. CHAFFEE, Steven H and ROSER, Connie (1986). Involvement and the consistency of knowledge, attitudes, and behaviors. Communication research, 13, 373-399. CLARK, Terry N and TARDE, G (1969). On Communication and Social Influence: Selected Papers, Chicago: University of Chicago Press. CURRY, Tiphane P (2007). Black Women’s Meaning Making Of Hiv/Aids Campaigns: A Black Feminist Approach To The Impact Of Race On The Reception Of Targeted Health Communication, Maryland University Yayınlanmamış Yüksek Lisans Tezi. DOZIER, David M and EHLING, William P 2005. Halkla İlişkiler Programlarının Değerlendirilmesi: Programların Etkileri Konusunda Literatürün Bize Söyledikleri. In: GRUNIG, J. E. (ed.) Halkla İlişkilerde ve İletişim Yönetiminde Mükemmellik. İstanbul: Rota Yayınları. ENGELBERG, Moshe; FLORA, June A and NASS, Clifford I (1995). AIDS knowledge: Effects of channel involvement and interpersonal communication. Health Communication, 7, 73-91. GÖK DEMIR, Zuhal (2013). Kamuların Durumsal Kuramı Çerçevesinde Stratejik Halkla İlişkilerde Kamu Segmentasyonu. International Symposium on Media Studies. Antalya. GRUNIG, James E (1978). Defining publics in public relations: The case of a suburban hospital. Journalism Quarterly, 55, 109-124. GRUNIG, JAMES E (1980) Public Response To Corporate Communication About Public Policy Issues”, Paper presented to the Operations Research Society of America/Institute of Management Sciences, Colorado Springs, Colorado, 33. GRUNIG, JAMES E (1982) Developing Economic Education Programs For The Press”, Public Relations Review, 8 (3), 43-62. GRUNIG, James E (1983). Communication behaviors and attitudes of environmental publics: Two studies. Journalism and Communication Monographs, 81. GRUNIG, James E (1989). Sierra Club study shows who become activists. Public Relations Review, 15, 3-24. GRUNIG, James E (1997). A situational theory of publics: Conceptual history, recent challenges and new research. Public relations research: An international perspective, 3. GRUNIG, James E and HUNT, Todd (1984). Managing public relations, Harcourt Brace Jovanovich College Publishers. GRUNIG, James E and IPES, Daniel A (1983). The anatomy of a campaign against drunk driving. Public Relations Review, 9, 36-52. GRUNIG, James E and REPPER, Fred C (2005). Stratejik Yönetim, Kamular ve Gündemler. Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik, 1, 131-172. GRUNIG, James E and STAMM, Keith R (1979). Cognitive strategies and the resolution of environmental issues: A second study. Journalism Quarterly, 56, 715-726. GRUNIG, James E; NELSON, Clifford L; RICHBURG, Susie J and WHITE, Terry J (1988). Communication by agricultural publics: Internal and external orientations. Journalism Quarterly, 65, 26-38. GRUNIG, Larissa A; GRUNIG, James E and EHLING, William P (1992). What is an effective organization. Excellence in public relations and communication management, 65-90. GUILFOIL, Emily N. (2010). Nautical Knowledge: An Experimental Analysis Of The Influence Of Public Relations Strategies In Safe Boating Communication, University of South Florida Yayınlanmamış Yüksek Lisans Tezi. HALLAHAN, Kirk (2000). Inactive publics: the forgotten publics in public relations∗. Public Relations Review, 26, 499-515. HAMILTON, Peter K (1992). Grunig's situational theory: A replication, application, and extension. Journal of Public Relations Research, 4, 123-149. HEATH, Robert L; LIAO, Shu-Huei and DOUGLAS, William (1995). Effects of perceived economic harms and benefits on issue involvement, use of information sources, and actions: A study in risk communication. Journal of Public Relations Research, 7, 89-109. HERMANN, Claire (2007). Communicating About The Rural Advancement Foundation İnternational – Usa: An Application Of Organisational İdentity, Organisational İmage And The Situational Theory Of Publics, University of North Caralina Yayınlanmamış Yüksek Lisans Tezi. HONG, Hyehyun; PARK, Hyojung; LEE, Youngah and PARK, Jongmin (2012). Public segmentation and government–public relationship building: A cluster analysis of publics in the United States and 19 European countries. Journal of Public Relations Research, 24, 37-68. KARAKAYA ŞATıR, Çiğdem and GÖK DEMIR, Zuhal 2013. The Power Of Publics In Strategic Public Relations: The Effect Of Social Media On Formation Of Publics. In: OKAY, A. C. V. T. R. (ed.) Researching the Changing Profession of Public Relations. SA: Peter Lang Publishing. KIM, Jeong- Nam (2006). Comminicant Activeness, Cognitive Entrepreneurship, and a Situational Theory of Problem Solving, Maryland University Yayınlanmamış Doktora Tezi KIM, Jeong-Nam; NI, Lan and SHA, Bey-Ling (2008). Breaking down the stakeholder environment: Explicating approaches to the segmentation of publics for public relations research. Journalism & Mass Communication Quarterly, 85, 751-768. KITCHEN, Philip J. (1997). Public relations: Principles and practice, Cengage Learning EMEA. LEE, Suman and RODRIGUEZ, Lulu (2008). Four publics of anti-bioterrorism information campaigns: A test of the situational theory. Public Relations Review, 34, 60-62. LOTILA, Pia (2010). Corporate responsiveness to social pressure: An interaction-based model. Journal of business ethics, 94, 395-409. MAJOR, Ann Marie (1993). Environmental concern and situational communication theory: Implications for communicating with environmental publics. Journal of Public Relations Research, 5, 251-268. PARK, Nohil ve JEONG, JiYeon (2011). Finding Publics Within The Blogsphere: The Blogger Public Segmentation Model, Asian journal of communication 21:4, 389-408 PAVLIK, John V (1988). Audience Complexity as a Component of Campaign Planning. Public Relations Review, 14, 12-21. SHA, Bey-Ling (2006). Cultural identity in the segmentation of publics: An emerging theory of intercultural public relations. Journal of Public Relations Research, 18, 45-65. SRIRAMESH, Krishnamurthy MOGHAN, Saminathan ve WEI Daniel L. K. (2007). The Situational Theory Of Publics In A Different Cultural Setting: Consumer Publics In Singapore, Journal of Public Relations Research, 19:4, 307-332 TKALAC, Ana (2008). Application of Situational Theory in Croatia, (Editör), Elizabeth L. Toth, The Future Of Excellence In Public Relations And Communication Management: Challenges For The Next Generation, Mahwah, New Jersey: Lawrence Erlbaum Associate Publishers, 527-545. VARDEMAN, Jennifer Eileen (2005). Women’s Meaning Making Of Cervical Cancer Campaigns:Using A Cultural Approach To Redifine Women’s Involvement With Their Health, Maryland University Yayınlanmamış Yüksek Lisans Tezi. WAIYACHOTE, Pitchaya (2009). Young Adults’ Communication Behaviour About Climate Change: The Situational Theory Of Publics, Hawai Pasific University Yayınlanmamış Yüksek Lisans Tezi. WEBERLING, Brooke (2011). From Awareness To Advocacy: Understanding Communication About Cancer And Non Profit Support, North Carolina University Yayınlanmamış Doktora tezi. WERDER, Kelly Page (2005). An empirical analysis of the influence of perceived attributes of publics on public relations strategy use and effectiveness. Journal of Public Relations Research, 17, 217-266. WILLIAMS Jason F. (1996). The Combination Of Symbolic Convergence Theory And Situational Theory Of Publics To Investigate Messages And Publics Involved In A Public Relations Campaign, University of South Alabama Yayınlanmamış Yüksek Lisans Tezi. YAZICIOGLU, Yahçi and ERDOGAN, Samiye (2004). SPSS Uygulamali Bilimsel Arastirma Yöntemleri. Ankara: Detay Yayincilik, 49-50.