DIGITAL PR

Yıl 2013, Cilt: 5 Sayı: 1, 212 - 221, 01.06.2013

H.hale Bozkurt

Öz

Social media has affected not only individual lives but also many aspect of social life. As social network tools increase, the social media usage by public relations practitioner has been inevitable. Web 2.0 which is used for the aim to defined the transition period in which web contents are produced by internet user and shared with others, instead of just following web contents accessed through certain sources, has offered the important facilities for defining, understanding, discussing and solving of problems for public relations experts. This new role of social media providing conversation by another one of customer is, in a sense, the expansion of conventionally mouth to mouth communication. Besides the communication with target people, the publishing of media announcements optimized for web search engines by SEO, the constitution of individual/institutions data, the publishing of media announcements through social media web pages, the sharing of information about an instution or a company, the providing of conversation about a mark, the rendering to be able to follow the innovations of a mark, the reaching to big mass in a short time by email, the intervening in crisis, the promoting of communications of word of mouth and word of mouse ( ), the measuring of positive and negative responses to the mark communication, and the most of on-line communication implementations are covered by digital PR. Digital medium providing speed and the new approaching methods for conventional public relation activities is deal with a big hardship for controlling the their communication between customers related with organization. The biggest risk to digital medium enabling simultaneously and quickly the communication, which seems impossible, among customers and between customers and organization, is the hardship for controlling their communication among customers. Although this feature provides big advantages, however, it is together with risk for creating and quickly expanding a crisis. Normally, Public Relations practitioners is not to be able to control the their communication between customers. But they could use some methods to affect and form these arguments according to the mission and aim of organization. In this study; it is reviwed the spesific studies related with how the customers communication which is not to be able to follow in digital medium is directed and which methods could be used by Public Relations professionals. As integrated marketing communication strategy is blending general communication strategies with digital communication strategies, it is also make possible to prosecution a campaign which has a lot of aspects. Social media is the one of channels which is quickly integrateding into public relations activities and supporting campaigns, even accessing to a lot of people by a small budget. Public relations activities, which is the one of conventional promotion components in new communication paradigm, have used many internet tools such as digital medium, social mark and share network, search engine, blog, forum, news web pages, like which in the one of components in Integrated marketing communication strategy. It has decreased the mediatorship role, which is played by conventional media, between firms and target people through the uptrending of social media for the public relations communication. Social media is seemed as a powerful tool for administering social help programs, establishing a relationship for companies, and initiating organizations. Social media is a perfect way for managing the membership relations of a group or an organization

Anahtar Kelimeler

Social Media, Public Relations, Web 2.0

Kaynakça

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• (http://www.rec.org.tr/dyn_files/20/4867-media-susbansiblty-book.pdf 04.2013) http://yedinoktasifir.blogspot.com/2012/01/davos-social-media-corner-dan- notlar.html
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