Halkla İlişkilere Farklı Bir Yaklaşım: İlişki Yönetimi

Yıl 2010, Cilt: 6 Sayı: 3, 206 - 215, 19.11.2013

Hüsamettin Akar

Öz

Yapılan pek çok çalışmada halkla ilişkiler, bir yönetim fonksiyonu ve iletişim yönetimi olarak ele alınmıştır. Bu çalışmada ise, halkla ilişkilerin temel fonksiyonunun kurum ile hedef kitlesi arasında karşılıklı ilişkileri inşa etmek ve sürdürmek olduğu anlayışından hareketle; halkla ilişkilere, ilişki yönetimi perspektifinden bakılmıştır. Bu bağlamda ilişki yönetimi yaklaşımının ortaya çıkışı ve önemi, ilişki yönetimi yaklaşımının temel önermeleri ve halkla ilişkilerde ilişki boyutları üzerinde durulmuştur. Geleneksel yaklaşım içerisinde yer alan çalışmalar, halkla ilişkileri iletişim yönetimi olarak görüp konuya iletişim merkezli yaklaşırken; bu çalışmada ilişkilere, merkezi önem atfedilmiştir. İlişki yönetiminde iletişimden, ilişkilerin kurulması ve sürdürülmesi sürecinde bir araç olarak faydalanılırken; uygulayıcılar kendilerini, iletişim yöneticisi olmaktan ziyade, ilişki yöneticisi olarak tanımlamaktadırlar.  Özetle bu çalışma halkla ilişkileri iletişim merkezli düşünmek yerine, ilişki merkezli olarak ele almıştır.

 

Anahtar Kelimeler

İlişki; ilişki boyutları; ilişki yönetimi; halkla ilişkiler.

Kaynakça

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