PUBLIC SEGMENTS IN STRATEGIC PUBLIC RELATIONS IN THE CONTEXT OF THE SITUATIONAL THEORY OF PUBLICS: THE PROFILE OF ACTIVE, AWARE AND LATENT PUBLICS IN TURKEY

Year 2018, Volume: 6 Issue: 2, 1073 - 1105, 29.09.2018

Zuhal Gök Demir , Çiğdem Karakaya Şatır

https://doi.org/10.19145/e-gifder.433245

Cited By: 2

Abstract

The study aims to reveal the profile of the active, aware and latent publics in Turkey by segmenting the situational
theory of publics. Accordingly an empirical field study is carried out in İstanbul, Ankara and İzmir with 443
questionnaires consisting of the variables of the situational theory of publics and demographics. The results suggest
that the publics can be segmented into active, aware and latent publics according to the theory. Although aware
publics are found to be the largest publics, as the number of active publics are also enormous, building asymmetrical
relationships is considered as questionable. It is suggested that this query can be realized as three folded; for
corporations, public relations practitioners and academy to end the complexity of the public relations field in
Turkey. When the results of the research are evaluated in terms of active publics in Turkey, it can be stated that
there are some implications for the corporations, practitioners and the academy, which are the trivet of the public
relations field. 

Keywords

Strategic Public Relations, Public Segmentation, Active Public, Aware Public, Latent Public

KAMULARIN DURUMSAL KURAMI BAĞLAMINDA STRATEJİK HALKLA İLİŞKİLERDE KAMU SEGMENTLERİ: TÜRKİYE’DEKİ AKTİF, UYANMIŞ VE GİZLİ KAMULARIN PROFİLİ

Abstract

Bu çalışma Türkiye’deki kamuları, kamuların durumsal kuramı ile segmente ederek aktif, uyanmış ve gizli
kamuların profil özelliklerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda İstanbul, Ankara ve İzmir illerinde
kamuların durumsal kuramının değişkenleri ve demografik sorulardan oluşan 443 anket formu ile ampirik bir alan
araştırması gerçekleştirilmiştir. Araştırma sonucunda kamular kurama göre aktif, uyanmış ve gizli kamu olarak
segmente edilmiş ve en kalabalık kamu segmenti uyanmış kamu olarak tespit edilmiştir. Ancak aktif kamunun da
sayısal olarak güçlü tespit edilmesi bugüne kadar genellikle asimetrik olarak inşa edilen ilişkileri sorgulatmaya
başlayacağını düşündürmektedir. Bu sorgulamanın Türkiye’de halka ilişkiler alanında var olan karmaşanın
bütünlüğe kavuşması açısından üç boyutlu olarak; örgütler, uygulayıcılar ve akademi tarafından gerçekleştirilmesi
önerilmektedir. Bu çalışma aktif kamunun varlığı açısından yorumlandığında örgütler, uygulayıcılar ve akademiyi
içeren halkla ilişkiler alanının üç sacayağı için bir takım sonuçlar yaratmaktadır.

Keywords

Stratejik Halkla İlişkiler, Kamu Segmentasyonu, Aktif Kamu, Uyanmış Kamu, Gizli Kamu

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