Author :
Abstract
It has been inevitable for public relations to avoid the changes in the globalizing and technologically developing world and adapt to them. Communication underlies public relations. It is one of the professions that is most heavily influenced by all the developments in communication technologies. Thus, the profession had to adapt to new communication technologies, while digitalization gradually drove selected media and target publics to evolution accordingly. This study aims to trace the impact of digitalization in public relations as a profession in Turkey. To that end, a literature review in light of technological developments in communication and information technologies is conducted. Then, academicians from the field and practitioners, who currently work with public relations agencies, are interviewed. Snowball sampling was the selected qualitative method for the research design. The study concluded that the ways in which public relations activities are conducted differ significantly from a decade ago with the development of technological tools, university curricula must be updated in accordance with such developments, and new employment opportunities must be opened up to those, who do not only possess theoretical knowledge but also technological know-how. The study attempts to shed light on the changing trends in the profession from the eyes of both practitioners and academicians in the field as well as the problems that arise from digitalization alongside suggested solutions by practitioners. It is also hoped that this study paves the way for future studies, focusing on specific aspects of digitalization in public relations practices.
Keywords
Abstract
It has been inevitable for public relations to avoid the changes in the globalizing and technologically developing world and adapt to them. Communication underlies public relations. It is one of the professions that is most heavily influenced by all the developments in communication technologies. Thus, the profession had to adapt to new communication technologies, while digitalization gradually drove selected media and target publics to evolution accordingly. This study aims to trace the impact of digitalization in public relations as a profession in Turkey. To that end, a literature review in light of technological developments in communication and information technologies is conducted. Then, academicians from the field and practitioners, who currently work with public relations agencies, are interviewed. Snowball sampling was the selected qualitative method for the research design. The study concluded that the ways in which public relations activities are conducted differ significantly from a decade ago with the development of technological tools, university curricula must be updated in accordance with such developments, and new employment opportunities must be opened up to those, who do not only possess theoretical knowledge but also technological know-how. The study attempts to shed light on the changing trends in the profession from the eyes of both practitioners and academicians in the field as well as the problems that arise from digitalization alongside suggested solutions by practitioners. It is also hoped that this study paves the way for future studies, focusing on specific aspects of digitalization in public relations practices.
Keywords
- 1. Alexander, D. M. (2016). What Digital Skills Are Required by Future Public Relations Practitioners And Can the Academy Deliver Them? PRism, 13(1).
- 2. Alikılıç, Ö. A. (2011). Halkla İlişkiler 2.0: Sosyal Medyada Yeni Paydaşlar, Yeni Teknikler. Ankara: Efil Yayınevi,
- 3. Balay, R. (2004). Küreselleşme, Bilgi Toplumu ve Eğitim. Ankara Üniversitesi Eğitim Bilimleri Fakültesi Dergisi, 37(2), 61-82.
- 4. Bhargava, D. (2010). The use of Internet in public relations and its impact on the practice: A New Zealand perspective (Unpublished doctoral dissertation). Auckland University of Technology.
- 5. Brennen, S. & Kreiss, D. (2014). Digitalization and Digitization. Retrieved from http://culturedigitally.org/2014/09/digitalization-and-digitization/
- 6. Capriotti, P. & Kuklinski, H. P. (2012). Assessing dialogic communication through the Internet in Spanish museums. Public Relations Review, 38(4), 619-626.
- 7. Castells, M. (2005). “Enformasyonculuk ve Network Toplumu,” Hacker Etiği: İş Hayatına Yıkıcı Bir Yaklaşım (123-133), Pekka Himanen, (çev. Sebnem Kaptan), Ayrıntı Yayınları: İstanbul.
- 8. Dönmez, B. & Sancar, M. (2008). Avrupa Birliği Sürecinde Yükselen Ağ Toplumu ve Eğitim Yöneticileri. Electronic Journal of Social Sciences, 7(24), 1-19.
- 9. DPT Dokuzuncu Kalkınma Planı (2007-2013). Kamuda İyi Yönetişim Özel İhtisas Komisyonu Raporu. 2007. Retrieved from http://www.sbb.gov.tr/wpcontent/uploads/2018/11/09_Kamuda%C4%B0yiY%C3%B6neti%C5%9Fimoik.pdf.
- 10. Eyrich, N., Padman, M. L., & Sweetser, K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34(4), 412-414.
- 11. Fombrun, C.J., Gardberg, N.A., & Sever, J.M. (2000). The Reputation Quotient. A Multi-Stakeholder Measure of Corporate Reputation. Journal of Brand Management. 7(4), 241-255.
- 12. Freberg, K., Graham, K., McGaughey, K. & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
- 13. Geray, H. (2003). İletişim ve Teknoloji Uluslararası Birikim Düzeninde Yeni Medya Politikaları. Ankara: Ütopya Yayınları.
- 14. Gifford, J. (2010). Digital Public Relations: E-Marketing's Big Secret. Continuing Higher Education Review, 74, 62-72.
- 15. Guillory, J. E., & Sundar, S. S. (2014). How does web site interactivity affect our perceptions of an organization? Journal of Public Relations Research, 26(1), 44-61.
- 16. Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism Online PR Journal, 6(2), 1-19.
- 17. Hanna, R., Rohm, A. & Crittenden, V. (2011). We’re All Connected: the Power of the Social Media Ecosystem. Business Horizons, 54, 265-273.
- 18. Herbert, G. E. (2005). Digital Public Relations: A New Strategy in Corporate Management. Nsukka Journal Of The Humanities, 15, 135-143.
- 19. Huang, Y. H. C., Wu, F., & Huang, Q. (2017). Does research on digital public relations indicate a paradigm shift? An analysis and critique of recent trends. Telematics and Informatics, 34(7), 1364-1376.
- 20. İnce, M. (2001). Elektronik Devlet: Kamu Hizmetlerinin Sunulmasında Yeni İmkanlar. Devlet Planlama Teşkilatı: Ankara.
- 21. Kara, T., & Özgen, E. (2012). Sosyal Medya Akademi. Beta Yayınları: İstanbul.
- 22. Kharisma, T., & Kurniawan, F. (2018). Public Relations in the Digital Era: Case Study Of The Use Of Social Media By Government Public Relations In Anri. Jurnal InterAct, 7(1), 13-19.
- 23. Laksamana, A.(2015). Profesional Public Relations Indonesia dalam Era Digital. Jurnal Public Relations Indonesia, 2(3), 6-16.
- 24. Laughey, D. (2010). Medya Çalışmaları: Teoriler ve Yaklaşımlar. (Çev. Ali Toprak). İstanbul: Kalkedon Yayıncılık.
- 25. Mangold WG, Faulds DJ (2009) Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4): 357-365.
- 26. McLuhan, M. (1994). Understanding Media. London: The MIT Press Cambridge.
- 27. Petrovici, M. A. (2014). E-public relations: Impact and efficiency. A case study. Procedia-Social and Behavioral Sciences, 141, 79-84.
- 28. Ryan, J.(2010). A History of The Internet and The Digital Future. Rreaktion Books: London,
- 29. Seitel, F.P. (2001). The practice of public relations. New Jersey: Prentice-Hall.
- 30. Sönmez, H. Ş.(2020). Dijital Ortamda Yapılan Halkla İlişkilerin Bir Aracı Olarak Kurumsal Bloglar: 2019 Yılı Türkiye’nin En Değerli 25 Markası Üzerine Bir İnceleme. Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, 16, 185-207.
- 31. Taylor, M., & Kent, M. L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics. Public Relations Review, 36(3), 207-214.
- 32. T.C Başbakanlık. (2002). Herkes İçin Bilgi Toplumu, e-Türkiye Girişimi I. Ara Rapor. Retrieved from http://www.bilgitoplumu.gov.tr/Documents/.
- 33. Öztürk, M., Şardağı, E. (2019). Halkla İlişkiler Eğitiminde Dijitalleşme: Türkiye ve ABD’de Bulunan Üniversitelerdeki Halkla İlişkiler Programlarının Karşılaştırılması. Erciyes İletişim Dergisi Uluslararası Dijital Çağda İletişim Sempozyumu Özel Sayısı, 1, 125-142.
- 34. Van der Merwe, R., Pitt L.F. & Abratt, R. (2005). Stakeholder Strength: PR Survival Strategies in the Internet Age. Public Relations Quarterly, Spring, 50 (1), 39-48.
- 35. Webster, F. (2006). Theories of The Information Society. (3rd ed.). Abingdon, Oxon: Routledge.
