HALKLA İLİŞKİLER VE KURUMSAL SOSYAL SORUMLULUK İLİŞKİSİ: HALKLA İLİŞKİLER ÖĞRENCİLERİNİN GÖRÜŞLERİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2014, Cilt: 8 Sayı: 3, 55 - 75, 23.07.2014

Burcu Öksüz

Öz

Bu çalışmanın temel amacı, halkla ilişkiler eğitimi gören öğrencilerin Halkla İlişkiler ve Kurumsal Sosyal Sorumluluk (KSS) kavramları arasındaki ilişkiye dair görüşlerini ortaya koymaktır. Bu amaçla, öncelikle KSS kavramı teorik olarak irdelenmiş ve KSS çalışmalarında halkla ilişkilerin rolü tartışılmıştır. Çalışmanın son bölümünde ise halkla ilişkiler öğrencilerinin konu hakkındaki görüşlerini ortaya koyabilmek amacıyla Ege Üniversitesi, Halkla İlişkiler ve Tanıtım bölümü ile İzmir Ekonomi Üniversitesi, Halkla İlişkiler ve Reklamcılık bölümü öğrencileriyle görüşmeler yapılmıştır. Görüşmeler sonucunda, katılımcı öğrencilerin halkla ilişkileri, KSS projelerinin ayrılmaz bir parçası olarak görürken; KSS'yi ise halkla ilişkiler uygulamacılarının önemli bir görevi olarak gördükleri ortaya çıkmıştır. Diğer yandan katılımcıların KSS çalışmalarının itibar/imaj yönetimi, reklam ve tanıtım amacıyla gerçekleştirildiğini düşünmeleri sebebiyle hem işletmeleri hem de halkla ilişkiler uygulamacılarını eleştirdikleri görülmüştür.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, Halkla İlişkiler, Halkla İlişkiler Lisans Öğrencileri

Kaynakça

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