Olmak ya da Olmamak; İtalya’da Stratejik Halkla İlişkilerdeki Paradokslar

Yıl 2018, Cilt: 2 Sayı: 4, 1 - 15, 01.12.2018

Murat Sezgin , Emine Özbay

Öz

İtalya’da halkla
ilişkilerin ampirik çalışmalarında eksiklik vardır. Bu çalışma İtalya’daki
halka ilişkiler departmanlarının stratejik bir şekilde yönetilip
yönetilmediğini ve halkla ilişkilerin kurumlara katkı yapıp yapmadığını
incelemektedir. Stratejik yönetimle ilgili dört ana prensibi kullanan bu
çalışmada; özel şirketler, kamu kurumları ve kar amacı gütmeyen kurumlarda çalışan
halkla ilişkiler uzmanlarından bilgi toplandı. Kurumların çeşitlerine
bakılmaksızın üst düzey yönetimlerde çok az halkla ilişkiler uzmanı çalıştığı
görülmektedir. Kar amacı gütmeyen kurumların üst düzey yöneticileri halkla
ilişkiler faaliyetlerine diğer iki tür kurumdan daha fazla değer vermeye
eğilimlidirler. İki yönlü simetrik iletişimin tekrar normatif olduğu
kanıtlandı. Literatür taramayı ve dünyanın diğer taraflarında yürütülen
bilimsel araştırma yöntemlerini kullanan bu çalışma, stratejik halkla
ilişkilerin farklı sosyo-kültürel çevrelerde
kullanabileceğini gösteren bir bilgi üretti böylece hakla ilişkilerin global
teorisinin yapılanmasına katkıda bulunmaktadır.

Anahtar Kelimeler

Stratejik Halkla İlişkiler, İtalya, Ana Prensipler, Kar Amacı Gütmeyen, Özel, Kamu

Kaynakça

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