Publication: Toplumsal faydanın yaratılmasında ve sürdürülmesi̇nde halkla ili̇şki̇leri̇n işlevi̇ üzeri̇ne bi̇r araştırma
Abstract
21. yüzyılın ilk çeyreğinin sonuna yaklaşırken, tüm dünya küresel bir pandemi ile sınanmış, yangın, kasırga, deprem, savaş, göç, yoksulluk, açlık gibi sorunlar insanlığın esenliğine zarar vermiştir. Dünyanın her yerinde şahit olunan bu gelişmelerle birlikte toplumsal fayda kavramı şirketlerin radarına girmiştir ya da şirketler bu kavramı gündemlerine almak zorunda kalmıştır. Toplumsal fayda, en fazla sayıda insan için en geniş şekilde fayda anlamına gelmektedir. Günümüzde tüketiciler ve sivil toplum kuruluşları, geçmişe nazaran şiddetli bir şekilde şirketleri toplumun menfaatleriyle ilgilenmeye zorlamaktadır. İnsanlar, ürünler ve hizmetler arasında farklılığın olmadığı günümüzde seçimlerini, topluma duyarlı işletmelerden yana kullanmaktadır. Tüm bunlar neticesinde bugün kamuoyu şirketlerden toplumsal fayda odaklı hareket etmelerini, uzmanlık becerilerini toplumsal fayda için kullanmalarını bekler hale gelmiştir. Şirketlerin toplumsal faydayı merkezlerine almasında ise en büyük rol halkla ilişkilere düşmektedir. Toplumsal fayda, halkla ilişkiler literatüründe nispeten yeni bir kavramdır. Ancak yıllardır kamu yararı ve sosyal sorumluluğa yaptığı vurgu nedeniyle halkla ilişkiler, toplumsal faydanın yaratılması ve sürdürülmesinde anahtar bir bileşendir. Toplumsal fayda odaklı olmak, halkla ilişkilerin yönlendirmesi gereken bir idealdir. Halkla ilişkiler, toplumsal fayda idealine yöneldikçe, sistem içerisindeki diğer unsurları da bu alana çekecektir. Bu tezde, halkla ilişkilerin toplumsal faydanın yaratılmasında ve sürdürülmesinde oynadığı kritik rol irdelenmiştir. Bu çalışmada nitel araştırma yöntemi kullanılmış, araştırma deseni olarak fenomenolojiden yararlanılmıştır. Veriler, doküman incelemesi ve yarı yapılandırılmış görüşme kullanılarak toplanılmıştır. Doküman incelemesinden elde edilen veriler içerik analizi kullanılarak analiz edilmiştir. Sivil toplum kuruluşlarının temsilcileri ile yapılan yarı yapılandırılmış görüşmeler betimsel analiz yöntemi ile yorumlanmıştır.
As we approach the end of the first quarter of the 21st century, the whole world has been tested by a global pandemic, and problems such as fire, hurricane, earthquake, war, migration, poverty, and hunger have damaged the well-being of humanity. With these evolvements witnessed all over the world, the concept of social benefit has entered the radar of companies or companies have had to incorporate this concept in their agenda. Social benefit means the broadest benefit for the greatest number of people. Today, consumers and civil society organizations are forcing companies to take care of society's welfare more strongly than in the past. Nowadays, when there is no difference between products and services, people choose socially sensitive businesses. As a result of all these, today, the public expects companies to act with a focus on social benefit and to use their expertise for social benefit. The biggest role for companies to center upon social benefit is played by public relations. Social benefit is a relatively new concept in public relations literature. However, because of its emphasis on public interest and social responsibility over the years, public relations is a key component in creating and sustaining social benefit. Being focused on social benefit is an ideal that public relations should guide. As public relations moves towards the ideal of social benefit, it will attract other elements within the system to this field. In this thesis, the critical role that public relations plays in creating and maintainig social benefit is examined. In this study, qualitative research method was used and phenomenology was used as the research design. Data were collected by using document analysis and semi-structured interviews. The data obtained from the document analysis was analyzed using content analysis. Semi-structured interviews with representatives of civil society organizations were interpreted with the descriptive analysis method.
As we approach the end of the first quarter of the 21st century, the whole world has been tested by a global pandemic, and problems such as fire, hurricane, earthquake, war, migration, poverty, and hunger have damaged the well-being of humanity. With these evolvements witnessed all over the world, the concept of social benefit has entered the radar of companies or companies have had to incorporate this concept in their agenda. Social benefit means the broadest benefit for the greatest number of people. Today, consumers and civil society organizations are forcing companies to take care of society's welfare more strongly than in the past. Nowadays, when there is no difference between products and services, people choose socially sensitive businesses. As a result of all these, today, the public expects companies to act with a focus on social benefit and to use their expertise for social benefit. The biggest role for companies to center upon social benefit is played by public relations. Social benefit is a relatively new concept in public relations literature. However, because of its emphasis on public interest and social responsibility over the years, public relations is a key component in creating and sustaining social benefit. Being focused on social benefit is an ideal that public relations should guide. As public relations moves towards the ideal of social benefit, it will attract other elements within the system to this field. In this thesis, the critical role that public relations plays in creating and maintainig social benefit is examined. In this study, qualitative research method was used and phenomenology was used as the research design. Data were collected by using document analysis and semi-structured interviews. The data obtained from the document analysis was analyzed using content analysis. Semi-structured interviews with representatives of civil society organizations were interpreted with the descriptive analysis method.