Determination of Stakeholder Types On Web-Based Organizational Public Relations Activities

Yıl 2019, Cilt: 23 Sayı: 3, 782 - 795, 29.12.2019

Halit Buluthan Çetintaş

Öz

Companies are social organizations with economic characteristics and
they are in contact with all social sectors as a part of the community.
However, there are specific stakeholder groups that companies are specifically
affiliated with and these stakeholders can be different according to the
companies. Companies are in constant connection and communication with
stakeholder groups so they both affect stakeholders and are influenced by them.
Companies have various responsibilities for their stakeholders and they can only
survive through accomplish their responsibilities to the stakeholders, meet the
stakeholders' expectations, and permanently inform them about the company. In this study, BIST
100 Index companies web-based stakeholder relations are discussed and these companies’ target stakeholders and message contents
for public relations activities were questioned.
Stakeholder relations are evaluated by the information on these companies’ web
pages and information was evaluated by content analysis method. According to
results customer group is the most intense group of
messages for all sectors.   

Anahtar Kelimeler

Communication strategy, BIST 100 Index, Borsa Istanbul, stakeholder relations, stakeholder expectation

Web Tabanlı Örgütsel Halkla İlişkiler Faaliyetlerinde Paydaş Türlerinin Belirlenmesi

Öz

Şirketler, ekonomik özelliklere sahip sosyal
organizasyonlardır ve toplumun bir parçası olarak toplumun tüm kesimleri ile
temas halindedir. Şirketlerin özellikle bağlı oldukları belirli paydaş grupları
vardır ve bu paydaşlar şirketlere göre farklılık gösterebilir. Şirketler,
paydaşları ile sürekli bağlantı ve iletişim halindedir dolayısıyla hem
paydaşlarını etkiler hem de onlardan etkilenirler. Paydaşlarına yönelik çeşitli
sorumlulukları olan şirketler ancak bu tür sorumluluklarını yerine getirerek
hayatta kalabilir, paydaşlarının beklentilerini karşılayabilir ve onları şirket
hakkında bilgilendirebilirler. Bu çalışmada, BIST 100 Endeksi şirketlerinin web
tabanlı paydaş ilişkileri tartışılmış, bu şirketlerin hedef paydaşlarına
yönelik halkla ilişkiler faaliyetleri incelenmiştir. Paydaş ilişkilerinin
belirlenmesinde şirketlerin web sayfalarında bulunan bilgilerden yararlanılmış
ve bilgiler, içerik analiz ile değerlendirilmiştir. Alınan sonuçlara göre en
yoğun mesajın olduğu paydaş türü müşterilerdir.

Anahtar Kelimeler

İletişim stratejisi, BIST 100 indeksi, Borsa İstanbul, paydaş ilişkileri, paydaş beklentileri

Kaynakça

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