Gazetelerde ekonomi muhabirli\u011fi yapan Ivy Ledbetter Lee, konunun \u00f6nemini kavrad\u0131ktan sonra gazetecili\u011fi b\u0131rakt\u0131 ve 1903 y\u0131l\u0131nda New York’ta bir b\u00fcro a\u00e7arak, kendisini “Halkla ili\u015fkiler uzman\u0131” ilan etti.\u00a0\u0130lk m\u00fc\u015fterileri aras\u0131nda bir grup politikac\u0131, bir sirk, bir grup banker ve hi\u00e7 sevilmeyen bir isim olan Thomas Fortune Ryan da vard\u0131.<\/p>\n
Halkla ili\u015fkiler<\/b> bir i\u015fletmenin,kurumun ya da \u00f6rg\u00fct\u00fcn ba\u011flant\u0131 kurdu\u011fu ya da kurabilece\u011fi kimselerin anlay\u0131\u015f, sempati ve deste\u011fini elde etmek ve bunu devam ettirmek i\u00e7in yapt\u0131\u011f\u0131 s\u00fcrekli ve \u00f6rg\u00fctlenmi\u015f bir y\u00f6netim fonksiyonudur. Temelinde ikna, retorik, alg\u0131 kavramlar\u0131 yatmaktad\u0131r. K\u0131sa tan\u0131m\u0131yla, kurumlar\u0131n kitlelerle ileti\u015fim kurmak amac\u0131yla y\u00fcr\u00fctt\u00fckleri, pro-aktif ve re-aktif olarak s\u00fcrd\u00fcr\u00fclebilen, kamu yarar\u0131 esas al\u0131narak devam ettirilen d\u00fczenli faaliyetlerdir. Bilinen ad\u0131yla “PR<\/b>” olarak ifade edilmektedir.<\/p>\n
Halkla ili\u015fkiler i\u015fletmenin hizmet verdi\u011fi kitle ile daha etkili ileti\u015fimde bulunmak \u00fczere ba\u015fvurdu\u011fu bir y\u00f6ntem; bir i\u015fletmeyi i\u00e7 ve d\u0131\u015f m\u00fc\u015fterilere, ba\u011flant\u0131l\u0131 oldu\u011fu ki\u015filere sevdirme ve sayd\u0131rma, belirli bir tutumu benimsetmeye halk\u0131 inand\u0131rma sanat\u0131d\u0131r.<\/p>\n
Halkla ili\u015fkiler s\u0131radan olmakla \u00f6nemli olmak aras\u0131ndaki farkt\u0131r; i\u015fletmenin olumlu bir imaja sahip olmas\u0131 i\u00e7in gerekli tan\u0131t\u0131m politikas\u0131n\u0131n belirlemesi, i\u015fletmenin bu do\u011frultuda y\u00f6nlendirilmesi, gruplar ve i\u015fletme aras\u0131nda bilgi ak\u0131\u015f\u0131n\u0131n sa\u011flanmas\u0131 ve bu bilgi ak\u0131m\u0131n\u0131n gerekli etkinli\u011fi kazanarak ama\u00e7lanan sonuca ula\u015fmas\u0131 i\u00e7in yap\u0131lan planl\u0131 faaliyetlerdir.<\/p>\n
Halkla ili\u015fkiler uzmanlar\u0131 \u00f6rg\u00fct y\u00f6netimine halk\u0131n d\u00fc\u015f\u00fcnce ve tutumlar\u0131yla ilgili bilgileri getiren, giri\u015fimci fikirler \u00fcreten, tan\u0131tma kampanyalar\u0131 geli\u015ftiren, kampanyalar\u0131 y\u00f6netim politikas\u0131na uygun olarak y\u00f6neten ki\u015filerdir. Halkla ili\u015fkiler uzmanlar\u0131n\u0131n \u00f6zellikleri aras\u0131nda; yarat\u0131c\u0131l\u0131k, inisiyatif, d\u00fc\u015f\u00fcnceleri a\u00e7\u0131k ve basit \u015fekilde yazarak\/konu\u015farak iyi ifade edebilme temel \u015fartlar\u0131n\u0131n yan\u0131 s\u0131ra, kamu ve \u00f6zel sekt\u00f6r \u00f6rg\u00fctlerinde dan\u0131\u015fmanl\u0131k yapabilme, halk ile olumlu ili\u015fkiler tesis ve idame edebilme, karar verme ve problem \u00e7\u00f6zme, ara\u015ft\u0131rma becerileri s\u0131ralanabilir. Halkla ili\u015fkiler uzmanlar\u0131; d\u0131\u015fa d\u00f6n\u00fck, kendine g\u00fcvenen, insan psikolojisi ve motivasyonundan anlayan, rekabet\u00e7i, esnek ve tak\u0131mda\u015f \u00f6zellikli olmal\u0131d\u0131r.<\/p>\n
Halkla ili\u015fkiler kavram\u0131, ilk Fransa’da ortaya \u00e7\u0131km\u0131\u015ft\u0131r; ancak daha \u00e7ok Amerika Birle\u015fik Devletleri’nde ra\u011fbet g\u00f6rm\u00fc\u015f ve \u00fczerinde \u00e7al\u0131\u015f\u0131lm\u0131\u015ft\u0131r. G\u00fcn\u00fcm\u00fczde art\u0131k a\u011f\u0131rl\u0131kl\u0131 olarak bas\u0131n ili\u015fkileri kapsam\u0131nda faaliyetler y\u00fcr\u00fct\u00fclmektedir. Son y\u0131llarda internet ve sosyal a\u011flar\u0131n da dahil olmas\u0131yla, kitlelerle bas\u0131n ve web arac\u0131l\u0131\u011f\u0131yla y\u00fcr\u00fct\u00fclen kar\u015f\u0131l\u0131kl\u0131, geri bildirime dayal\u0131, simetrik ileti\u015fim faaliyetleri halini alm\u0131\u015ft\u0131r.<\/p>\n
Temelinde d\u00f6rt ana modelden yola \u00e7\u0131kar; Bas\u0131n ajans\u0131 modeli, kamuyu bilgilendirme modeli, iki y\u00f6nl\u00fc asimetrik model, iki y\u00f6nl\u00fc simetrik model.<\/p>\n
G\u00fcn\u00fcm\u00fczde uygulanan temel model; kar\u015f\u0131l\u0131kl\u0131 ileti\u015fime ve geri bildirime (feed-back) dayal\u0131 olan iki y\u00f6nl\u00fc simetrik modeldir.<\/p>\n
Halkla ili\u015fkiler \u00e7al\u0131\u015fmalar\u0131n\u0131 yaparken, propoganda yapmaz, ancak ikna edici ve d\u00fcr\u00fcstt\u00fcr. En \u00e7ok kar\u0131\u015ft\u0131r\u0131ld\u0131\u011f\u0131 kavramlar aras\u0131nda pazarlama, reklam, sat\u0131\u015f te\u015fvi\u011fi ve propoganda bulunmaktad\u0131r. \u015eirketler, odaklanma a\u00e7\u0131s\u0131ndan herkesi ele alamaz, daha do\u011frusu bu imk\u00e2ns\u0131zd\u0131r. Bu nedenle \u00e7e\u015fitli ileti\u015fim modelleriyle mesaj\u0131n\u0131 s\u0131n\u0131rl\u0131 say\u0131da insana veya insan toplulu\u011funa iletmek durumunda kal\u0131r. Belli bir hedef kitleye hitap eder.<\/p>\n
Halkla ili\u015fkiler karmas\u0131, pazarlama karmas\u0131yla kar\u0131\u015ft\u0131r\u0131lmamal\u0131d\u0131r.Pazarlama karmas\u0131; \u00fcr\u00fcn, fiyat, tan\u0131t\u0131m ve konumlanmadan olu\u015furken, halkla ili\u015fkiler karmas\u0131; duyurum, kurumsal reklamc\u0131l\u0131k, bas\u0131n s\u00f6zc\u00fcl\u00fc\u011f\u00fc,lobicilik, y\u00f6netim dan\u0131\u015fmanl\u0131\u011f\u0131 ve \u00e7e\u015fitli kamu yarar\u0131na faaliyetlerden olu\u015fur.<\/p>\n","protected":false},"excerpt":{"rendered":"
Gazetelerde ekonomi muhabirli\u011fi yapan Ivy Ledbetter Lee, konunun \u00f6nemini kavrad\u0131ktan sonra gazetecili\u011fi b\u0131rakt\u0131 ve 1903 y\u0131l\u0131nda New York’ta bir b\u00fcro a\u00e7arak, kendisini “Halkla ili\u015fkiler uzman\u0131” ilan etti.\u00a0\u0130lk m\u00fc\u015fterileri aras\u0131nda bir…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[317],"tags":[2820,568,2821],"class_list":["post-970","post","type-post","status-publish","format-standard","hentry","category-is-dunyasi","tag-halkla-iliskiler","tag-halkla-iliskiler-uzmanligi","tag-pr"],"_links":{"self":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/970"}],"collection":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=970"}],"version-history":[{"count":5,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/970\/revisions"}],"predecessor-version":[{"id":7330,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/970\/revisions\/7330"}],"wp:attachment":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}