Publication: Pazarlama iletişim aracı olarak halkla ilişkiler
Abstract
Giderek globalle?en dünyada modern pazarlamanyn önemi giderek artmaktadyr. Halkla Yli?kiler faaliyetleri kurum imajyny olu?turmada ve kurumun etkin bir kimlik kazanmasynda kamuoyunu etkileyen önemli bir etmendir. Halkla ili?kileri vazgeçilmez bir ihtiyaç haline getiren geli?meler, kamuoyunun önemi ve insan faktörüdür. Bu kurumun varoldu?u yerde o kurumun kendini halka tanytma ihtiyacyndan da söz edilmektedir. Bu konuda yayyn organy yararly oldu?u bilinen ?ey halkla ili?kiler aracydyr. Bu amaçla dünyanyn her tarafynda kurulu?lar belirli aralarla gazete ve dergi gibi basyly haberle?me araçlary çykarmayy gelenek haline getirmektedirler. Tanytymyn bir parçasy olan halkla ili?kiler faaliyetlerinin hedef kitle üzerinde iyi etkiler yaratabilmesi için amacyn tam olarak ortaya konmasy hedef kitlenin iyi belirlenmesi, müzik, görüntü, metin gibi yaratycy çaly?malar, fikirler yeralyr. Çok geni? bir çaly?ma alanyna hitap eden halkla ili?kiler, günlük hayatyn her kademesinde tüm meslek ve i? kollarynda geçerli olan bir uygulama sanatı ve bir bilim dalydyr. Bu ara?tyrmanyn amacy halkla ili?kilerin i?letmeler için gerekli vazgeçilmez bir ö?e oldu?u bilincinin kabul edilmesi ve i?letmelerin bu araçtan nasyl, ne ?ekilde yararlanylabilece?i olgusuna bir çözüm getirmeye çaly?maktyr. Bu çaly?mam iki bölümden olu?maktadyr. Halkla Yli?kilerde temel kavramlar, Pazarlamada Halkla İli?kilerin Yeri Önemi ve Amacy, Halkla Yli?kilerin Tanytym Elemanlaryyla ili?kisi, Reklam, Ki?isel Saty?, Saty? Geli?tirme, Duyurum kavramlarynyn ve Halkla Yli?kilerle olan ili?kileri anlatylmaktadyr. Yleti?im teknolojisindeki geli?melerin ve de?i?imlerin bir sonucu olarak sosyal ya?am, yönlendiren en önemli ö?elerden birisi de bugün medya adyny verdi?imiz radyo, televizyon, gazete, dergi, sinema ve benzeri kitle ileti?im araçlaryyla, kitlelere ula?an Halkla İli?kiler mesajlarydyr. Bu nedenle ikinci bölümde; Halkla İli?kilerde ileti?im ve kullanylan kitle ileti?im araçlaryna de?indim PUBLIC RELATIONS AS A MARKETING COMMUNICATION TOOL
As the world secomes more globalized, the importance of modern marketing also increases. Public relations activities are important factors in affecting The formation of a corporate image and identity. Public opinia and its dependence on humans and also advancements make public relations an irreplacable need. Public relations focuses on enhancing the image of The organization, there fore if an organization exists, There arises a need for promoting The activities of This organization. The sest tool for an organization in communicating with various publics is to use public relations. For this reason, everg where in the world tirms have made it a tradition to puslish printed matter from time to time in order to commanicate with people. Yn order for public relations to have a positive effect on The target market, it is important that its goal is well defined, The target market is selected correctly and creative activities such as music, illastrations, scripts and ideas are effectively utilized. Public relations is on applied art and a scientitiç sranch that has a very sroad spectrum: it is an important etfort which can se used by all business sectors and by evergone even in daily life tasks. The aim of This study is to prove that public relations is a vital element for organizations and to show how this important tool may effectively be used by These organizations. This studuy is made up of Two chapters. The first chapter contains such topics as, the main concepts used in public relations, The importance of public relations in marketing, The objecxves of public relations, the relationship of public relations with other promotional methods, the relationshif of public relations with adver tiving, pervonal selling, sales promotion and publicity. The advancements in commanicaxion technologies and changes in the social environment are affected and influenced by messages communicated to the public through mass media tools such as the radio, television, newspapers, magazines, cinema, etc. Theretore, the second chapter is made up of such topics as commanication in public relations and mass media devices wihich are used to public relaxons.
As the world secomes more globalized, the importance of modern marketing also increases. Public relations activities are important factors in affecting The formation of a corporate image and identity. Public opinia and its dependence on humans and also advancements make public relations an irreplacable need. Public relations focuses on enhancing the image of The organization, there fore if an organization exists, There arises a need for promoting The activities of This organization. The sest tool for an organization in communicating with various publics is to use public relations. For this reason, everg where in the world tirms have made it a tradition to puslish printed matter from time to time in order to commanicate with people. Yn order for public relations to have a positive effect on The target market, it is important that its goal is well defined, The target market is selected correctly and creative activities such as music, illastrations, scripts and ideas are effectively utilized. Public relations is on applied art and a scientitiç sranch that has a very sroad spectrum: it is an important etfort which can se used by all business sectors and by evergone even in daily life tasks. The aim of This study is to prove that public relations is a vital element for organizations and to show how this important tool may effectively be used by These organizations. This studuy is made up of Two chapters. The first chapter contains such topics as, the main concepts used in public relations, The importance of public relations in marketing, The objecxves of public relations, the relationship of public relations with other promotional methods, the relationshif of public relations with adver tiving, pervonal selling, sales promotion and publicity. The advancements in commanicaxion technologies and changes in the social environment are affected and influenced by messages communicated to the public through mass media tools such as the radio, television, newspapers, magazines, cinema, etc. Theretore, the second chapter is made up of such topics as commanication in public relations and mass media devices wihich are used to public relaxons.