Halkla ilişkilerin gelecek öngörüsü
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüm dünyada ve ülkemizde yaşanan gelişmeler ve değişimlere paralel olarak, halkla ilişkiler mesleği/disiplini de bir dönüşüm yaşamaktadır. Başlangıçta tek yönlü iletişim çalışmaları ile hedef kitleleri etkileme amacını taşıyan disiplin, bugün birçok faktörün etkisi ile farklı kavramları içine alan bir meslek haline gelmiştir. Bu çalışmada halkla ilişkiler disiplinini değişime iten dinamikler irdelenerek, gelecekte meslekte etkili olacak kavramlar ortaya konmaya çalışılmıştır. “Halkla ilişkileri değişme iten başlıca dinamikler nelerdir, gelecekte halkla ilişkilerde ön plana çıkacak kavramlar neler olacak?” sorularının yanıtları aranmıştır. Konu kapsamında literatür ve sektörde yer alan güncel araştırmalar taranarak halkla ilişkilerin gelecek öngörüsü ortaya çıkarılmaya çalışılmıştır. Buna göre amaç ve değerler odaklı çalışmaların halkla ilişkilerin en önemli konularından biri olacağı / olduğu belirlenmiştir. Toplumsal ve çevresel sorunların yükselişi ile birlikte hedef kitlelerin de değiştiği ve insanların artık şirketlerden dünyayı ve toplumu ilgilendiren sorunlara da eğilmesini istediği görülmüştür. Yeni medya ve teknoloji ile ilgili gelişmelerin halkla ilişkiler disiplinini etkilediği ve gelecekte önemli birer iletişim kanalı olacağı belirlenmiştir. Bu doğrultuda bir süredir zaten önemli bir yükseliş kaydeden sosyal medyanın şimdi ve gelecekte de önemli bir iletişim aracı olacağı, hızla gelişen yapay zeka teknolojileri, metaverse, big data, CommTech gibi kavramların önemli yatırım alanları olacağı bulunmuştur. Aynı zamanda aktivizmin gelecekte kriz iletişiminin bir konusu olmanın ötesinde, iletişimcilerin sürekli gündemlerinde tutması gereken önemli başlık olacağı, yeni kuşak çalışanın düşünce tarzı, iş yapış şekli ile iletişime yön vereceği ortaya konmuştur.
In parallel with the developments and changes in the world and in our country, the profession/discipline of public relations is also experiencing a transformation. The discipline initially aimed to influence target audiences with one-way communication studies, has become a profession that includes different concepts with the influence of many factors. In this study, the dynamics that push the public relations discipline to change are analyzed and the concepts that will be effective in the profession in the future are tried to be put forward. Answers to the questions “What are the main dynamics that push public relations to change, what will be the concepts that will come to the fore in public relations in the future?” were sought. Within the scope of the subject, the literature and current researches in the sector were reviewed and the future prediction of public relations was tried to be revealed. Accordingly, it has been determined that purpose and values-oriented studies will be one of the most important public relations issues. With the rise of social and environmental problems, it has been observed that target audiences have also changed and people now want companies to address the problems that concern the world and society. It has been determined that developments in new media and technology have affected the discipline of public relations and will be important communication channels in the future. In this direction, it has been determined that social media, which has been on a significant rise for some time, will be an important communication tool now and in the future, and that concepts such as rapidly developing artificial intelligence technologies, metaverse, big data, and CommTech are important. At the same time, it has been revealed that activism will not only be a subject of crisis communication in the future, but also an important topic that communicators should keep on their agenda constantly, and that the new generation of employees will shape communication with their way of thinking and doing business.
In parallel with the developments and changes in the world and in our country, the profession/discipline of public relations is also experiencing a transformation. The discipline initially aimed to influence target audiences with one-way communication studies, has become a profession that includes different concepts with the influence of many factors. In this study, the dynamics that push the public relations discipline to change are analyzed and the concepts that will be effective in the profession in the future are tried to be put forward. Answers to the questions “What are the main dynamics that push public relations to change, what will be the concepts that will come to the fore in public relations in the future?” were sought. Within the scope of the subject, the literature and current researches in the sector were reviewed and the future prediction of public relations was tried to be revealed. Accordingly, it has been determined that purpose and values-oriented studies will be one of the most important public relations issues. With the rise of social and environmental problems, it has been observed that target audiences have also changed and people now want companies to address the problems that concern the world and society. It has been determined that developments in new media and technology have affected the discipline of public relations and will be important communication channels in the future. In this direction, it has been determined that social media, which has been on a significant rise for some time, will be an important communication tool now and in the future, and that concepts such as rapidly developing artificial intelligence technologies, metaverse, big data, and CommTech are important. At the same time, it has been revealed that activism will not only be a subject of crisis communication in the future, but also an important topic that communicators should keep on their agenda constantly, and that the new generation of employees will shape communication with their way of thinking and doing business.
Açıklama
Anahtar Kelimeler
Halkla İlişkiler, Sürdürülebilirlik, Sosyal Etki, Dijitalleşme, Kurumsal Amaç, İletişimde Teknoloji, Yapay Zeka, Metaverse, Büyük Data, ESG, CommTech, Public Relations, Sustainability, Social Impact, Digitalization, Corporate Purpose, Technology in Communication, Artificial Intelligence, Metaverse, Big Data, ESG
Kaynak
Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
6
Sayı
2
