Publication: Halkla ilişkiler faaliyetlerinde kullanılan iletişim kanalları ve sigortacılık sektöründe bir uygulama
Abstract
Bu tezin hazırlanma amacı halkla ilişkiler faaliyetlerinde kullanılan iletişim kanallarını ayrıntılı olarak incelemek ve bu kanalların sigorta şirketlerindeki kullanımlarını tespit etmektir. Halkla ilişkiler, işletmenin gerek içe gerekse dışa dönük olarak temas halinde bulunduğu toplum tabakalarıyla bilgi alışverişinde bulunması ve yaptığı faaliyetlerin geri bildirim yolu ile düzenli, planlı, belli bir amaca yönelik olarak belirlenen iletişim stratejileri doğrultusunda gerçekleştirmesini sağlayan sosyal bilim dalıdır. Halkla ilişkiler faaliyetlerinin temel ilkeleri dört başlık altında toplanabilir. Bunlar; (1) halkla ilişkiler iki yönlü bir süreçtir, (2) halkla ilişkiler dürüst bir uygulamadır, (3) inandırıcılık, (4) yineleme. Halkla ilişkilerde iletilmek istenen mesaja uygun araçların seçimi hedef kitlenin belirlenmesine bağlıdır. Halkla ilişkiler olgusunun temelinde iletişim vardır. Etkili bir halkla ilişkiler politikasının uygulanması iki yönlü çalışan açık iletişim kanallarının varlığına ve işleyişine bağlıdır. Halkla ilişkilerde iletişim, daha çok işletme ile toplum arasındaki tanıtım ve tanıma sürecinin gerçekleşmesini amaçlar. Çalışmanın uygulama bölümünde elde edilen sonuçlar kısaca şöyledir; İlgili şirketlerde öncelikli kullanılan iletişim araçlarının basın bülteni ve kitapçık/ broşür, televizyon, acente ve bayi toplantıları, internet ve sponsorluk olduğu anlaşılmıştır. Bu araçlar kullanılırken hedef kitlelerin ağırlıklı olarak müşteriler ve acente/ bayiler olduğu belirlenmiştir. Ayrıca iletişim araçlarının seçiminde en etkili faktörlerin ise bütçe ve uygulanmış yöntemler olduğu görülmüştür.
The aims of this thesis are to examine the communication channels that are used in the public relation activities and determine the uses of this channels in the main insurance companies. Public relation is a means of obtaining information with the social ranks in which organisations get in touch with both introvertly and extrovertly and it is a branch of social science which supplies its works that it had done, realize towards communication strategies which are determined as through a specific objective in the way of feedback as regularly and designed. We gather the main principles of public relation activities under four headings. These are; (1) Public relation is two way process, (2) Public relation is a trustworthy practice, (3) Being believable, (4) Reiteration. The selection of the tools which are suitable for the message that is desired to send, depends on determining of target public. At the base of public relation fact, there is communication. The practising of the effective public relation policy depends on the existence and processing of the two way communications channels. The communication in public relation aims the realization of presentation and introducing process morely between organization and the society. The results of field study are summarised below; It is found that the mostly used communication tools in the related firms are bulletins and brochures/ booklets, television, agency and branch meetings, internet and sponsorship. It is determined that in uses of these tools the main target audience are clients and agencies/ branches. It is also found that in the selection of communication tools the most effective factors are budget and previously applied methods.
The aims of this thesis are to examine the communication channels that are used in the public relation activities and determine the uses of this channels in the main insurance companies. Public relation is a means of obtaining information with the social ranks in which organisations get in touch with both introvertly and extrovertly and it is a branch of social science which supplies its works that it had done, realize towards communication strategies which are determined as through a specific objective in the way of feedback as regularly and designed. We gather the main principles of public relation activities under four headings. These are; (1) Public relation is two way process, (2) Public relation is a trustworthy practice, (3) Being believable, (4) Reiteration. The selection of the tools which are suitable for the message that is desired to send, depends on determining of target public. At the base of public relation fact, there is communication. The practising of the effective public relation policy depends on the existence and processing of the two way communications channels. The communication in public relation aims the realization of presentation and introducing process morely between organization and the society. The results of field study are summarised below; It is found that the mostly used communication tools in the related firms are bulletins and brochures/ booklets, television, agency and branch meetings, internet and sponsorship. It is determined that in uses of these tools the main target audience are clients and agencies/ branches. It is also found that in the selection of communication tools the most effective factors are budget and previously applied methods.