Publication: Halkla ilişkilerde itibar oluşturma unsuru olarak sosyal girişimcilik
Abstract
Halkla ilişkilerde itibar oluşturma unsuru olarak sosyal girişimcilik Halkla ilişkiler disiplini içindeki sosyal sorumluluk yaklaşımı, toplumsal fayda odaklıdır. Stratejik bir yönetim iletişimi olan halkla ilişkilerin etik değerlere bağlı iyi niyet yaratma ve fayda misyonu, sosyal girişimlerin faaliyet esaslarıyla benzeşmektedir. Bu tez, günümüz örgütlerindeki halkla ilişkiler faaliyetlerinin kurumsal sosyal sorumluluk (KSS) çalışmalarında yer almaya başlayan kamu faydası güden iyilik temelli sosyal girişim faaliyetlerini nitel bir yaklaşımla incelemektedir. Çalışmanın temel amacı, sosyal girişimciliğin yeni nesil bir itibar aracı olarak örgütlerin tüm paydaşlarına yönelik fayda yaratmada etkili bir yöntem ve halkla ilişkiler faaliyetlerindeki KSS çalışmalarında güçlü bir kaynak oluşturduğunu tespit etmektir. Araştırma, sosyal girişimlerin halkla ilişkiler aracı olabileceğine akademik literatürde ilk kez değinmesiyle özgün değer taşımaktadır; Türkiye’de yazılan tezler üzerinde yapılan incelemede konunun daha önce kapsamlı şekilde ele alınmadığı belirlenmiştir. Araştırmada, Cutlip ve Center'ın halkla ilişkilerde fayda tanımı, Bernays'ın halkla ilişkiler sosyal sorumluğun uygulamasıdır yaklaşımı, Grunig'in mükemmelik kuramı, Carroll'un KSS piramidi ile Kotler ve Lee'nin kurumsal sosyal pazarlama yaklaşımları teorik çerçeve olarak kullanılmıştır. Metodolojik olarak, Capital Dergisi'nin 2024-2025 KSS Araştırması'nda “Halkın ve İş Dünyasının Gözünde” en başarılı 20’şer şirketten sekizinin halkla ilişkiler ve KSS yöneticilerine yöneltilen altı açık uçlu sorunun yanıtları analiz edilmiştir. Kurum yöneticilerinin yanıtları ve araştırma sonuçları, sosyal girişimlerin kurumsal itibara olumlu etkisini ve halkla ilişkilerdeki fayda kesişimlerini açıkça ortaya koymuştur. Bu çalışma, halkla ilişkilerde sosyal girişimciliğin stratejik önemine dikkat çekerek, şirketlerin sürdürülebilir kalkınmaya katkılarını artırmaları ve toplumsal duyarlılığı geliştirmeleri için somut bir yol haritası niteliğindedir.
Social entrepreneurship as a reputation-building element in public relations The social responsibility approach within the public relations discipline focuses on social benefit. The ethically motivated and beneficial mission of public relations, a strategic management communication discipline, is similar to the operating principles of social enterprises. This thesis examines social enterprise activities that pursue public benefit and are based on philanthropic principles, which have begun to be incorporated into corporate social responsibility (CSR) efforts within today's public relations activities, using a qualitative approach. The primary objective of the study is to identify how social entrepreneurship, as a new-generation reputation tool, is an effective method for creating benefits for all stakeholders and a powerful resource for CSR efforts in public relations activities. This research is unique in that it addresses, for the first time in the academic literature, the possibility of social enterprises as public relations tools. A review of theses written in Turkey revealed that this topic has not been comprehensively addressed before. The research used Cutlip and Center's definition of benefit in public relations, Bernays's approach that public relations is the application of social responsibility, Grunig's theory of excellence, Carroll's CSR pyramid, and Kotler and Lee's corporate social marketing approaches as theoretical frameworks. Methodologically, the responses to six open-ended questions posed to public relations and CSR managers of eight of the 20 most successful companies in the eyes of the public and the business world in Capital Magazine's 2024-2025 CSR Survey were analyzed. The responses of the corporate managers and the research results clearly demonstrated the positive impact of social initiatives on corporate reputation and the intersection of benefits in public relations. This study highlights the strategic importance of social entrepreneurship in public relations and serves as a concrete roadmap for companies to increase their contributions to sustainable development and enhance social awareness.
Social entrepreneurship as a reputation-building element in public relations The social responsibility approach within the public relations discipline focuses on social benefit. The ethically motivated and beneficial mission of public relations, a strategic management communication discipline, is similar to the operating principles of social enterprises. This thesis examines social enterprise activities that pursue public benefit and are based on philanthropic principles, which have begun to be incorporated into corporate social responsibility (CSR) efforts within today's public relations activities, using a qualitative approach. The primary objective of the study is to identify how social entrepreneurship, as a new-generation reputation tool, is an effective method for creating benefits for all stakeholders and a powerful resource for CSR efforts in public relations activities. This research is unique in that it addresses, for the first time in the academic literature, the possibility of social enterprises as public relations tools. A review of theses written in Turkey revealed that this topic has not been comprehensively addressed before. The research used Cutlip and Center's definition of benefit in public relations, Bernays's approach that public relations is the application of social responsibility, Grunig's theory of excellence, Carroll's CSR pyramid, and Kotler and Lee's corporate social marketing approaches as theoretical frameworks. Methodologically, the responses to six open-ended questions posed to public relations and CSR managers of eight of the 20 most successful companies in the eyes of the public and the business world in Capital Magazine's 2024-2025 CSR Survey were analyzed. The responses of the corporate managers and the research results clearly demonstrated the positive impact of social initiatives on corporate reputation and the intersection of benefits in public relations. This study highlights the strategic importance of social entrepreneurship in public relations and serves as a concrete roadmap for companies to increase their contributions to sustainable development and enhance social awareness.
Description
Keywords
Benefit, Corporate Reputation, Corporate Social Responsibility, Fayda, Halkla ilişkiler, Halkla İlişkiler, Kurumsal İtibar, Kurumsal Sosyal Sorumluluk, Public relations, Social entrepreneurship, Social Impact, Social responsibility of business, Sosyal Etki, Sosyal girişimcilik, Sosyal sorumluluk, İşletmelerin