Key Issues in Turkish Public Relations Practitioners' Perception of the Profession: Relational Paradigm, Dialogic Public Relations, Symmetrical Public Relations, Corporate Social Responsibility, and Corporate Sustainability

Abstract

From the critical approach public relations is evaluated as a whole series of strategies and practices that only benefits corporations and ignores mutual benefit and public welfare. In contrast, frequently used and investigated public relations concepts, such as symmetric public relations, dialogical public relations theory, relational paradigm, corporate social responsibility, and corporate sustainability, can answer the criticisms against the discipline. In light of this information, it can be said that there are two different perspectives in public relations literature towards outcomes of public relations. This study is designed to determine whether the argument that public relations is a management function that only benefits corporations is supported by Turkish public relations professionals. Also it is aimed to determine whether Turkish public relations professionals ignore public welfare. This study also presents how contemporary and ethical public relations strategies and practices that center on creating, maintaining, and reinforcing positive relationships between corporations and target audiences function in practice. Within the scope of this study, a research has been carried out with the participation of 107 Turkish public relations practitioners who are in charge of forming and practicing public relations strategies at public institutions, private enterprises, and non-governmental organizations or as freelance consultants. A questionnaire form has been designed and participants have been asked to answer questions which aim to determine the professional perceptions of public relations practitioners. The findings have demonstrated that Turkish public relations practitioners perceive their profession as a whole series of strategies and practices that serves the mutual benefit of corporations and target audiences.