Halkla İlişkiler Kampanyalarında Ödüller: IPRA Altın Küre Ödülleri Üzerine Bir Analiz

Yıl 2019, Sayı: 48, 478 - 495, 28.06.2019

Özgür Kılınç

Öz

İlgili paydaşlarla ilişki inşasında halkla ilişkiler kampanyalarının rolü bulunmaktadır. Çeşitli ödüllerin konusu da olan kampanyalar halkla ilişkiler alanının uygulama boyutunu
incelemeyi mümkün kılan iletişimsel pratiklerdir. Çalışmanın amacı Uluslararası Halkla İlişkiler Derneği tarafından 2018 yılında Altın Küre Ödülü verilen halkla ilişkiler kampanyalarını değerlendirmektir. Bu kapsamda ödül alan 81 halkla ilişkiler kampanyası “amaç”, “kampanya teması”, “kategori”, “ülke” ve “kampanyayı tasarlayan” kategorileri açısından incelenmiştir. En fazla sayıda ödül alan ülkelerin Japonya ve Rusya ile Türkiye olduğu ve kampanyalarda daha çok tutuma yönelik bir amacın öne çıktığı görülmüştür. En fazla değinilen kampanya temalarının “sosyal sorumluluk” ve “pazarlama amaçlı halkla ilişkiler” temaları olduğu belirlenmiştir. Kampanyaların kurum içi ilgili birimlere kıyasla daha çok ajanslar tarafından tasarlandığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

Halkla İlişkiler Kampanyaları, Altın Küre Ödülleri, Kampanya Temaları.

Awards in Public Relations Campaigns: An Analysis of IPRA Golden World Awards

Öz

Public relations campaigns have a role in building relationships with relevant stakeholders. Campaigns, which are the subject of various awards, are communicative practices that make it possible to analyse the application dimension of the public relations field. The purpose of the study is to review the public relations campaigns that were awarded
for Golden World Award in 2018 by the International Public Relations Association. In this context, 81 public relations campaigns were examined in terms of “objective”, “campaign
theme”, “category”, “country” and “campaign designer” categories. The countries that received the highest number of awards were Japan, Russia and Turkey, also it was seen that
an attitudinal objective was prominent in the campaigns. It was determined that the most frequently mentioned campaign themes are “social responsibility” and “marketing public
relations.” It was concluded that the campaigns were designed by more agencies than the related in-house departments.

Anahtar Kelimeler

Public Relations Campaigns, Golden World Awards, Campaign Themes.

Kaynakça

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