the practice of pr in the public sector, the case of turkish airlines

156 Pages·2006·3.16 MB·English

THE PRACTICE OF PR IN THE PUBLIC SECTOR,
THE CASE OF TURKISH AIRLINES: A CRITICAL APPRAISAL
A THESIS SUBMITTED TO
THE GRADUATE SCHOOL OF SOCIAL SCIENCES
MEDIA AND CULTURAL STUDIES
OF
MIDDLE EAST TECHNICAL UNIVERSITY
BY
RECEP G(cid:134)VEL(cid:220)O(cid:218)LU
IN PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR
THE DEGREE OF MASTER OF SCIENCE
IN
MEDIA AND CULTURAL STUDIES
SEPTEMBER 2006
Approval of the Graduate School of Social Sciences
__________________________
Prof. Dr. Sencer AYATA
Director
I certify that this thesis satisfies all the requirements as a thesis for the degree of
Master of Science.
___________________________
Prof. Dr. Ra(cid:223)it KAYA
Head of Department
This is to certify that we have read this thesis and that in our opinion it is fully
adequate, in scope and quality, as a thesis for the degree of Master of Science.
___________________________
Prof. Dr. Ra(cid:223)it KAYA
Supervisor
Examining Committee Members:
Prof. Dr. Ra(cid:223)it KAYA (METU, MCS) ___________________
Prof. Dr. B(cid:159)lent (cid:130)APLI (AU, ILEF) ______________________
Assoc. Prof. Do(cid:219)an L. TILI(cid:130) (METU, MCS) ___________________
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I hereby declare that all information in this document has been obtained and
presented in accordance with academic rules and ethical conduct. I also declare that,
as required by these rules and conduct, I have fully cited and referenced all material
and results that are not original to this work.
Name, Last name :
Signature :
iii
ABSTRACT
THE PRACTICE OF PR IN THE PUBLIC SECTOR,
THE CASE OF TURKISH AIRLINES: A CRITICAL APPRISAL
G(cid:159)velio(cid:219)lu, Recep
M. Sc. Department of Media and Cultural Studies
Supervisor: Prof. Dr. Ra(cid:223)it KAYA
September 2006, 142 pages
This study starts with the explanations of importance, principles, management stages,
targets and tools of public relations in general and gives detailed information on its
theoretical base. The first two chapters are designated to provide detailed information
about public relations. In the third chapter the evaluation of public relations in the
public sector which is the main goal of the research is presented. It is obvious that
public relations is a management function which creates a mutual understanding
between the corporation and its publics or audience. But this isn(cid:213)t the case all of the
time in the public sector.
THY is taken as a case in order to provide clear examples of the mentality and
practices in public relations in the public sector. The detailed information about the
corporation and its public relations units are given to explain the PR activities of the
corporation.
THY as a state economic corporation, has a socially responsible approach in its
service; on the other hand, it is a profit-making entity as well. From the number of
assigned personnel to the sub-structural matters and the principles of promotional
activities, THY administration(cid:213)s approach to public relations is evaluated in this
study.
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In the selected year of 2003, THY administration was at the edge of changing
mentality in public relations issues. Three cases such as the Diyarbak(cid:221)r plane crash,
SARS crisis and the starting flights to New Delhi are taken to explain the traditional
mentality and the new business like mentality in public relations.
The public relations in THY is compared with British Airways and Lufthansa in their
websites.
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(cid:133)Z
KAMU SEKT(cid:133)R(cid:134)NDE HALKLA (cid:220)L(cid:220)(cid:222)K(cid:220)LER UYGULAMALARI
T(cid:134)RK HAVAYOLLARI (cid:133)RNE(cid:218)(cid:220) : ELE(cid:222)T(cid:220)REL DE(cid:218)ERLEND(cid:220)RME
G(cid:159)velio(cid:219)lu, Recep
Y(cid:159)ksek Lisans, Medya ve K(cid:159)lt(cid:159)rel (cid:130)al(cid:221)(cid:223)malar
Tez Y(cid:154)neticisi : Prof. Dr. Ra(cid:223)it KAYA
Eyl(cid:159)l 2006, 142 sayfa
Bu (cid:141)al(cid:221)(cid:223)ma genel olarak Halkla (cid:220)li(cid:223)kilerin (cid:154)nemi, ilkeleri, y(cid:154)netim a(cid:223)amalar(cid:221), hedef
kitlesi ve ara(cid:141)lar(cid:221)n(cid:221)n a(cid:141)(cid:221)klanmas(cid:221)yla ba(cid:223)lar ve bu b(cid:154)l(cid:159)mler hakk(cid:221)nda teorik olarak
ayr(cid:221)nt(cid:221)l(cid:221) bilgi verir. (cid:220)lk iki b(cid:154)l(cid:159)m Halkla ili(cid:223)kilerle ilgili ayr(cid:221)nt(cid:221)l(cid:221) bilgilere ayr(cid:221)lm(cid:221)(cid:223)t(cid:221)r.
(cid:134)(cid:141)(cid:159)nc(cid:159) b(cid:154)l(cid:159)mde bu ara(cid:223)t(cid:221)rman(cid:221)n as(cid:221)l amac(cid:221) olan kamu sekt(cid:154)r(cid:159)nde halkla ili(cid:223)kilerle
ilgili de(cid:219)erlendirmeler sunulmu(cid:223)tur. Halkla ili(cid:223)kilerin, kurumla hedef kitlesi aras(cid:221)nda
kar(cid:223)(cid:221)l(cid:221)kl(cid:221) anlay(cid:221)(cid:223) yaratacak bir y(cid:154)netim icraat(cid:221) oldu(cid:219)u a(cid:141)(cid:221)kt(cid:221)r. Ancak kamu
sekt(cid:154)r(cid:159)nde bu her zaman ayn(cid:221) anlama gelmez.
THY, Kamu sekt(cid:154)r(cid:159)ndeki halkla ili(cid:223)kilerin mant(cid:221)k ve uygulamalar(cid:221)na a(cid:141)(cid:221)k (cid:154)rnekler
veren bir olay olarak ele al(cid:221)nm(cid:221)(cid:223)t(cid:221)r. Kurumun halkla ili(cid:223)kiler faaliyetlerini izah i(cid:141)in
kurum ve onun halkla ili(cid:223)kiler b(cid:154)l(cid:159)mleri hakk(cid:221)nda ayr(cid:221)nt(cid:221)l(cid:221) bilgiler verilmi(cid:223)tir.
Bir Kamu (cid:220)ktisadi Te(cid:223)ekk(cid:159)l(cid:159) olarak THY, i(cid:223)levlerinde sosyal sorumluluk ta(cid:223)(cid:221)makla
birlikte kara ge(cid:141)mesi istenen de bir kurumdur. Bu (cid:141)al(cid:221)(cid:223)mada, THY y(cid:154)netiminin
halkla ili(cid:223)kiler konusundaki yakla(cid:223)(cid:221)m(cid:221), g(cid:154)revli personel say(cid:221)s(cid:221)ndan alt yap(cid:221)
konular(cid:221)na ve tan(cid:221)t(cid:221)m faaliyetlerindeki ilkelere kadar irdelenmi(cid:223)tir. Se(cid:141)ilen 2003
y(cid:221)l(cid:221)nda THY y(cid:154)netimi halkla ili(cid:223)kiler konular(cid:221)nda bir mant(cid:221)k de(cid:219)i(cid:223)iminin
e(cid:223)i(cid:219)indeydi. Halkla ili(cid:223)kilerde geleneksel kamu yakla(cid:223)(cid:221)m(cid:221) ile (cid:154)zel sekt(cid:154)r
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yakla(cid:223)(cid:221)m(cid:221)n(cid:221) a(cid:141)(cid:221)klamak i(cid:141)in Diyarbak(cid:221)r u(cid:141)ak kazas(cid:221), SARS krizi ve Yeni Delhi(cid:213)ye
sefer ba(cid:223)lat(cid:221)lmas(cid:221), (cid:159)(cid:141) ara(cid:223)t(cid:221)rma konusu olarak ele al(cid:221)nm(cid:221)(cid:223)t(cid:221)r.
THY halkla ili(cid:223)kiler faaliyetleri, British Airways ve Lufthansa ile WEB sayfalar(cid:221)
baz(cid:221)nda mukayese edilmi(cid:223)tir.
vii
To Mine, Tuba and (cid:130)a(cid:219)la(cid:201)
viii
ACKNOWLEDGEMENT
I would like to express my deepest gratitude and appreciation to Prof. Dr. Ra(cid:223)it Kaya
who contributed to this thesis by his criticism, insights and suggestions. Without him
I could not achieve what I was set out to do.
I would also like to express my deep gratitude to Assoc. Prof. Do(cid:219)an L. T(cid:221)l(cid:221)(cid:141) who
encouraged me at the age of 60 to start studying again and to get involved in
academic activities.
My daughters Tuba and (cid:130)a(cid:219)la G(cid:159)velio(cid:219)lu helped me a lot, by reading through the
whole text and correcting my English. Especially Tuba, contributed my work as if
she was my editor.
I have had invaluable help from Saba Esin, Burcu Kurt, Sevim Madak, Dicle Y(cid:159)r(cid:159)r
and Turgay S(cid:159)sl(cid:159) in almost every stage of this study. Besides them, there are other
people who contributed directly or indirectly to this study. However, Dr. Tugrul
Sava(cid:223)(cid:213)s contributions should specifically be mentioned, since he read the whole text
and made valuable comments to almost all chapters I wrote.
ix
TABLE OF CONTENTS
PLAGIARISM......................................................................................................iii
ABSTRACT..........................................................................................................iv
(cid:133)Z.........................................................................................................................vi
DEDICATION ....................................................................................................viii
ACKNOWLEDGMENTS......................................................................................ix
TABLE OF CONTENTS........................................................................................x
INTRODUCTION..................................................................................................1
CHAPTER..............................................................................................................4
1. PUBLIC RELATIONS.......................................................................................4
1.1 DEFINITION, IMPORTANCE AND EVOLUTION........................................4
A. DEFINITION.....................................................................................................4
B. IMPORTANCE..................................................................................................8
C. EVOLUTION.....................................................................................................9
1.2 MAIN OBJECTIVES AND PRINCIPLES OF PUBLIC RELATIONS...........10
A. OBJECTIVES FOR CORPORATIONS...........................................................10
B. SOCIAL OBJECTIVES...................................................................................11
C. BASIC PRINCIPLES IN PR............................................................................12
D. BASIC SPESIFICATIONS OF PR..................................................................14
1.3 MANAGEMENT OF PUBLIC RELATIONS ................................................14
1.3.1 MANAGEMENT IN THE ACTIVITY STAGES OF PR.............................14
1.3.1.1. RESEARCH.............................................................................................14
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