The Emergence of Public Relations in Azerbaijan: Issues and Case Studies

Yıl 2016, Cilt: 3 Sayı: 1, 53 - 70, 02.05.2016

İlgar Seyidov

https://doi.org/10.24955/ilef.305497

Öz

With the dissolution of the Soviet Union, 15 countries have become independent by the 1990’s. One
of them is Azerbaijan Republic. After the independence, socioeconomic structure of the country has
changed drastically. In other words, the new capitalist system has emerged. This new system has
restructured all existing fields like education, health, business, media and such. In this period, for
the first time, few public relations activities have been conducted by some international companies.
Public relations is known as Ictimaiyyetle Elaqeler in Azerbaijan. Within the framework of the current
study, the different theoretical base and practical structure of public relations in Azerbaijan are
examined by the literature review and the case study analysis. The study aims to find out how the
public relations is evolving in the country. In this context as a practical research, the study analyzes
two social projects as the public relations practices (“Mobile Dental Clinic” and “Children Helpline”)
conducted by Azercell Telecom company that was awarded in the category of “Communication and
PR Campaign of the Year: Community Relations” of International Business Award- Stevie in 2011. On
account of the limited literature and research concerning public relations in Azerbaijan, this study is a
premise and directive for the future studies.

Anahtar Kelimeler

Public relations, Azerbaijan, public relations practices, social projects, case study

Azerbaycan’da Halkla İlişkilerin Ortaya Çıkışı: Sorunlar ve Örnek Olay Çalışmaları

Öz

1990’larda Sovyet Sosyalist Cumhuriyetler Birliği’nin parçalanmasıyla 15 ülke bağımsızlık
kazanmıştır. Bunlardan biri olan Azerbaycan Cumhuriyeti Sovyetlerin dağılmasıyla ciddi olarak
sosyo-ekonomik bir değişim sürecine girmiştir. Daha açık bir ifadeyle yeni bir kapitalist sisteme
geçilmiştir. Bu yeni sistem beraberinde eğitim, sağlık, medya gibi bir çok alanda yeniden
yapılandırma da getirmiştir. Bu dönemde ilk kez ülkede bazı uluslararası şirketler tarafından
yürütülmüş halkla ilişkiler kampanyalarına rastlanmaktadır. Diğer taraftan kavramsal olarak
bakıldığında “Halkla ilişkiler” Azerbaycan dilinde İctimaiyetle Elaqeler şeklinde tercüme
edilmektedir. Çalışma kapsamında Azerbaycan’da halkla ilişkiler alanı hem teorik hem de
pratik uygulamalar olarak literatür taraması ve örnek olay incelemeleri ile incelenmektedir.
Araştırmanın sorunsalı ülkede gelişen halkla ilişkiler alanın nasıl ve hangi dinamiklerle geliştiği
üzerinedir. Bu anlamda özellikle pratiğe dayalı incelemede Azercell Telekom tarafından
yürütülmüş olan ve 2011 yılında International Business Award- Stevie tarafından “Yılın En
Başarılı PR Kampanyası” seçilen iki sosyal proje (“Mobil Diş Kliniği ve “Çocuklara Yardım”)
halka ilişkiler uygulaması örnekleri olarak ele alınmaktadır. Çalışma Azerbaycan’da hala
gelişmekte olan ve az çalışılmış halkla ilişkiler alanı açısından yönlendirici bir kaynak olarak
gösterilebilir.

Anahtar Kelimeler

Halkla ilişkiler, Azerbaycan, halkla ilişkiler uygulamaları, sosyal projeler, örnek olaylar

Kaynakça

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