Halkla İlişkiler ve Sosyal Sermayenin Ortak Bağlamları

Yıl 2023, Cilt: 10 Sayı: 1, 505 - 524, 30.01.2023

Fatma Geçikli , Zeynep Ekmekçi

https://doi.org/10.17680/erciyesiletisim.1189842

Öz

Halkla ilişkiler tarihsel süreç içerisinde geçirdiği değişim sonucunda hedef kitleyle kurduğu iletişimde güven ve insan ilişkileri bağlamında ağlar (network) önemli kavramlar haline gelmiştir. Bu bağlamda sosyal sermayeyi en genel anlamda en az iki kişisi arasında güvene dayalı kurulan ilişki biçimi olarak tanımlandığında sosyal sermaye hedef kitleyle kurulan iletişimde önemli bir aracı olabilir. Yine benzer bir biçimde halkla ilişkiler ve sosyal sermaye benzer retorikleri kullanmaktadır. Örneğin halkla ilişkilerde köprü kuruculuk ve anlam inşası kavramı sosyal sermayenin köprü kurucu ve birleştirici olmasıyla benzer işlevleri taşımaktadır. Herhangi bir örgütte örgütün kendisine ve ortamlarına (paydaş/ hedef kitle) açık veya örtük bir biçimde birtakım önyargılar mevcuttur. Bu önyargılar kültürel bağlamdadır. Tam bu noktada sosyal sermayeden bahsederken önyargılardan arınma ve yaşanılan çevre içerisinde ortak değerleri oluşturmadan söz edilebilir. Örgütlerinde toplumsal yapı içerisinde yaşayan canlı birer varlıkları olduğu kabulüyle sosyal sermaye kavramı örgütlerde halkla ilişkiler uygulayıcıları için önemli bir kavram olabilir. Araştırma konusu ile ilgili Türkçe alanyazın tarandığında benzer bir çalışmaya rastlanmamıştır. Bu bağlamda Halkla ilişkiler alanında sosyal sermaye konusunu irdelemek çalışmanın özgün tarafıdır. Bu nedenle çalışmada halkla ilişkiler açısından sosyal sermayenin alanyazında yeri ve önemi irdelenmektedir.

Anahtar Kelimeler

Halkla ilişkiler, sosyal sermaye, güven, kişilerarası iletişim, örgütsel iletişim, toplumsal katılım, Public relations, social capital, trust, interpersonal communication, organizational communication, social participation

Social Capital as a Public Relations Tool

Öz

As a result of the change that public relations has undergone in the historical process, networks have become important concepts in the context of trust and human relations in communication with the target audience. In this context, when social capital is defined as a form of trust-based relationship between at least two people in the most general sense, social capital can be an important tool in communication with the target audience. Similarly, public relations and social capital use similar rhetoric. For example, the concept of bridging and meaning construction in public relations has similar functions as social capital's bridging and unifying. In any organization, there are some obvious or implicit biases towards the organization itself and its environments (stakeholder/target audience). These prejudices are in the cultural context. At this point, when talking about social capital, it is possible to talk about getting rid of prejudices and creating common values in the living environment. The concept of social capital can be an important concept for public relations practitioners in organizations, assuming that they are living beings living in a social structure in their organizations. When the Turkish literature related to the research subject was scanned, no similar study was found. In this context, examining the issue of social capital in the field of public relations is the original aspect of the study. In this context, the study examines the place and importance of social capital in public relations in the literature.

Anahtar Kelimeler

Public relations, social capital, trust, interpersonal communication, organizational communication, social participation

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