CONNECTING GENERATIONS THROUGH PUBLIC RELATIONS: THE CASE OF ELVIS PRESLEY

Öz

Public relations makes it possible for an artist or brand to appeal to a wide audience by strengthening its image. This study aims to examine how Elvis Presley's cultural legacy is sustained across generations through public relations strategies. Elvis, through both his music and his personality, has become a cultural icon through the power of public relations campaigns. In this study, the effects of Elvis' popularity on different generations are analyzed in detail. In this context, in-depth interviews were conducted with 20 people from the Baby Boomers, X, Y, and Z generations using qualitative research methods. In these interviews, the participants‘ perceptions of Elvis’ cultural heritage and the impact of public relations strategies were evaluated. The findings of the study show how Elvis Presley continues to be recognized from generation to generation through the power of public relations strategies and how his cultural impact is sustained. While the Baby Boomers witnessed the peak of Elvis' career, Generation X rediscovered Elvis through retro culture, and Generations Y and Z rediscovered Elvis through digital platforms. These strategies ensured that Elvis remained a cultural icon that evolved over time. The research highlights how public relations campaigns transform an artist's legacy into a timeless phenomenon and emphasizes the critical role of public relations in the creation of cultural icons.

Anahtar Kelimeler

• Communication
• Public Relations
• Elvis Presley
• Brand
• Reputation

HALKLA İLİŞKİLERLE KUŞAKLAR ARASI BAĞ KURMAK: ELVİS PRESLEY ÖRNEĞİ

Öz

Halkla ilişkiler, bir sanatçı ya da markanın imajını güçlendirerek geniş bir kitleye hitap etmesini mümkün kılar. Bu çalışma, Elvis Presley’nin kültürel mirasının halkla ilişkiler stratejileri aracılığıyla nasıl nesiller boyu sürdürülebilir olduğunu incelemeyi amaçlamaktadır. Elvis Presley hem müziği hem de kişiliğiyle, halkla ilişkiler kampanyalarının gücü sayesinde bir kültürel ikon haline gelmiştir. Araştırmada, Elvis Presley’nin popülaritesinin farklı kuşaklar üzerindeki etkileri detaylı bir şekilde ele alınmıştır. Bu kapsamda, nitel araştırma yöntemi kullanılarak, Baby Boomers, X, Y ve Z kuşaklarından 20 kişiyle derinlemesine görüşmeler yapılmıştır. Bu görüşmelerde, katılımcıların Presley’nin kültürel mirasına dair algıları ve halkla ilişkiler stratejilerinin etkisi üzerine değerlendirmelerde bulunulmuştur. Araştırmanın bulguları, Elvis Presley’nin halkla ilişkiler stratejilerinin gücüyle nesilden nesile nasıl tanınmaya devam ettiğini ve kültürel etkisinin nasıl sürdürüldüğünü göstermektedir. Baby Boomers kuşağı, Presley’nin kariyerinin zirveye ulaştığı döneme tanıklık ederken, X Kuşağı retro kültür aracılığıyla, Y ve Z Kuşakları ise dijital platformlar sayesinde sanatçıyı yeniden keşfetmişlerdir. Bu stratejiler, Presley’nin zamanla evrimleşen bir kültürel ikon olarak kalmasını sağlamıştır. Araştırma, halkla ilişkiler kampanyalarının bir sanatçının mirasını nasıl zamansız bir olguya dönüştürdüğünü ve kültürel ikonların yaratılmasındaki kritik rolünü vurgulamaktadır.

Anahtar Kelimeler

• İletişim
• Halkla İlişkiler
• Elvis Presley
• Marka
• İtibar

Kaynakça

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