STEWARDSHIP AS A NEW IMPORTANT STEP IN PR PROCESS:IMPLEMENTATIONS OF TURKISH COMPANIES

Öz

Anahtar Kelimeler

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STEWARDSHIP AS A NEW IMPORTANT STEP IN PR PROCESS:IMPLEMENTATIONS OF TURKISH COMPANIES

Öz

Halkla ilişkilerin temel hedeflerinden biri karşılıklı anlayış sağlamaktır ve bu da simetrik iletişim temellerine dayanmaktadır. Kurumların bu yaklaşımı iletişim stratejilerine yansıtma biçimleri ise farklılaşabilmektedir. Bu araştırmanın amacı, kurumların bu yaklaşımı yansıtma biçimlerini yönetim teorilerine dayanan bir kavram olan “hizmetkarlık” (stewardship) kavramı üzerinden cevaplamaktır. Kelly’nin (2001) sosyal paydaşlarla sürdürülebilir ilişki geliştirmeye yardımcı olan hizmetkarlık yönelimli halkla ilişkiler uygulamaları kavramı, “Fortune Türkiye 500” listesindeki ilk 75 kurum üzerinden araştırılmıştır

Anahtar Kelimeler

• Halkla İlişkiler Süreci, Hizmetkarlık, Kurumsal İletişim

Kaynakça

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