Halkla ilişkiler faaliyetlerinin özel okullarda kurum itibarına katkısı
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Date
2020
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Publisher
İstanbul Ticaret Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Halkla ilişkiler, bir kurum, kuruluş veya örgütle hedef kitleler ve kamu arasında olumlu ilişkiler kurmak ve örgütün, kurumun politikalarını ve faaliyetlerini halka benimsetmek ve kamuyu ikna etmektir. Halkla ilişkiler ile ilgili yapılan tanımlar incelendiğinde halkla ilişkilerin en genel amacı, kurum ve kuruluşların hedef kitleleri ve kamuoyuyla olumlu ilişkiler kurmak ve bu ilişkileri geliştirerek devam ettirmektir. Halkla ilişkiler, kurumla kamu arasında ilişki kurmak veya tanıtma görevini yerine getirmek ve kimlik yaratmaktır. İtibar ise; bir kişiye, nesneye veya kurum ve kuruluşlara toplum tarafından gösterilen saygıyı ifade etmektedir. Başka bir ifade ile itibar, bir kişinin, nesnenin, kurum ve kuruluşun paydaşları ve toplum tarafından nasıl algılandığıdır. Kurumun itibarının oluşturulması, korunması ve pekiştirilmesinde halkla ilişkilere büyük görevler düşmektedir. Bu araştırmada, halkla ilişkiler faaliyetlerinin özel okullarda kurum itibarına katkısı incelenerek, eğitim sektöründe faaliyet gösteren özel okullara bu alanda katkı yapabilmek amacıyla hazırlanmıştır. Yapılan bu araştırma üç bölümden oluşmaktadır. Birinci bölümde halkla ilişkiler, özel okullar ve özel okullarda halkla ilişkiler faaliyetleri hakkında bilgi verilmektedir. İkinci bölümde ise itibar kavramı, kurumsal itibar, itibar yönetimi ve özel okullarda itibar gibi konular hakkında bilgi verilmektedir. Üçüncü bölümde araştırma ile ilgili anket yapılmış ve elde edilen veriler SPSS programı ile değerlendirilmiştir. Değerlendirme sonucunda halkla ilişkiler faaliyetlerinin özel okullarda kurum itibarına olumlu katkı sağladığı tespit edilmiştir.
Public relations is to establish positive relations between an institution, or organization and the target groups and the public, and to adopt the organization's policies and activities and to convince the public. When the definitions related to public relations are examined, the most general purpose of public relations is to establish positive relations with the target groups and the public of institutions and organizations, and to maintain and develop these relations. Public relations is to fulfill its duty on establishing or promoting a relationship between the institution and the public and also creating an idendity. When it comes to reputation; it refers to the respect shown to a person, object or institutions and organizations by society. In other words, reputation is how a person, object, institution and organization is perceived by the society. Public relations have a great role in establishing, protecting and reinforcing the reputation of the institution. In this research, the contribution of public relations activities to the reputation of the institution in private schools was investigated and it was prepared to contribute to private schools operating in the education sector in this field. This research consists of three parts. In the first part, information about public relations, private schools and public relations activities in private schools is given. In the second part, information about reputation concept, corporate reputation, reputation management and reputation in private schools is given. In the third part, a questionnaire about the research was conducted and the data obtained were evaluated with the SPSS program. As a result of the evaluation, it was determined that public relations activities contributed positively to the reputation of the institutions in private schools.
Public relations is to establish positive relations between an institution, or organization and the target groups and the public, and to adopt the organization's policies and activities and to convince the public. When the definitions related to public relations are examined, the most general purpose of public relations is to establish positive relations with the target groups and the public of institutions and organizations, and to maintain and develop these relations. Public relations is to fulfill its duty on establishing or promoting a relationship between the institution and the public and also creating an idendity. When it comes to reputation; it refers to the respect shown to a person, object or institutions and organizations by society. In other words, reputation is how a person, object, institution and organization is perceived by the society. Public relations have a great role in establishing, protecting and reinforcing the reputation of the institution. In this research, the contribution of public relations activities to the reputation of the institution in private schools was investigated and it was prepared to contribute to private schools operating in the education sector in this field. This research consists of three parts. In the first part, information about public relations, private schools and public relations activities in private schools is given. In the second part, information about reputation concept, corporate reputation, reputation management and reputation in private schools is given. In the third part, a questionnaire about the research was conducted and the data obtained were evaluated with the SPSS program. As a result of the evaluation, it was determined that public relations activities contributed positively to the reputation of the institutions in private schools.
Description
Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Reklamcılık Ana Bilim Dalı, Halkla İlişkiler ve Reklamcılık Bilim Dalı
Keywords
Halkla İlişkiler, Public Relations
