IMPLEMENTATION OF STRATEGIC PUBLIC RELATIONS IN TURKEY: A RESEARCH ON PUBLIC RELATIONS PRACTITIONERS

Abstract

In Turkey, public relations makes considerable effort to demonstrate its real function and be a part of strategic management. However, empirical research on whether public relations is strategically managed in organizations is limited in number. This study sought to reveal the degreethat public relations practitioners (corporate communicators and practitioners in PR consultancy agencies) are involved in the strategic management of organizations, the degree that public relations is managed strategically, and the extent that public relations activities in Turkey are symmetrical. Using the descriptive research method in which in-depth interview technique was applied, this study found that corporate communicators are still not an official part of the authorities managing decision making processes within organizations (namely corporate or executive boards), despite the fact that they are an actual part of the strategic decision making mechanisms in such organizations. It also revealed that public relations practitioners directly report to CEOs and/or senior management within organizations. In particular, corporate communicators in large-scale organizations exercisesymmetrical communication. Finally, it found that corporate communicators and practitioners in public relations consultancy agencies perform a combination of 'technical' and 'managerial' roles.