CONCEPT OF TRUST FROM THE PERSPECTIVE OF PUBLIC RELATIONS: ROLE OF PARTICIPATION, TRANSPARENCY AND ACCOUNTABILITY PRINCIPLES ON TRUST BUILDING TOWARDS PUBLIC INSTITUTIONS

Abstract

To share a mutual life sphere and to protect social order, concept of trust has a significant role in social systems. One of the main purposes of public relations discipline is to build trust among target audiences towards people, corporations and companies. In order to demonstrate significance of concept of trust from the perspective of public relations, influences of participation, transparency and accountability principles on trust building are examined in this article. Within the scope of this study, a research has carried out in Istanbul. A questionnaire form has been designed and participants have been asked to answer the questions about trust and participation, transparency and accountability principles. Findings have demonstrated that, 43,9 percent of participants do not trust on public institutions, and 32,9 percent of them trust on public institutions. Also 23,2 percent of them have a medium - level trust on public institutions. Within the scope of this study, findings about reasons of distrust are also obtained. Moreover, findings point out that public relations practices which are formed through contemporary public relations approaches and participations, and through transparency and accountability principles have a great influence on target audiences' perception of trust towards public institutions.