Halkla İlişkilerde Ölçme Sorununa Dijitalleşme ve Standartlar Bağlamında Bir Bakış: Bir Veri Madenciliği Uygulaması

Yıl 2023, , 79 - 103, 30.01.2023

Hıdır Polat , Derya Öcal

https://doi.org/10.17680/erciyesiletisim.1185310

Öz

Halkla ilişkiler mesleği açısından en temel sorunsallardan birisi ölçme ve değerlendirmedir. Özellikle Barselona Prensipleri 3.0 bağlamında ileri sürülen uluslararası standartlar göz önünde bulundurulduğunda çıktıları, sonuçları ve potansiyel etkiyi bir arada ele alan ölçme eylemleri gerekmektedir. Sosyal medyanın halkla ilişkiler endüstrisi içerisinde artan kullanımı ile birlikte geleneksel ölçüm tekniklerinin yetersizliği aşikârdır. Bu araştırma, büyük veriyi ve analitiğini kullanarak halkla ilişkilerde iletişim etkinliğinin ölçülmesine yöneliktir. Araştırmanın amacı, halkla ilişkilerin ölçme ve değerlendirme sorunsalının aşılmasına katkı sunmaktır. Araştırma kapsamında karma yöntem kullanılmıştır. Veri toplama yöntemi olarak veri kazıma tekniğinden yararlanılmıştır. İletişim etkinliğinin çıktılarını ölçerken içerik analizi tekniği, sonuçları ölçerken veri madenciliği tekniğinden biri olan duygu analizi tekniği ve potansiyel etkinin ölçümlenmesinde de betimsel istatistik yöntemleri kullanılmıştır. Araştırmanın sonucuna göre sosyal medya verilerinden hareketle iletişim etkinliğinin çıktıları ve sonuçlarına yönelik somut çıktılar elde edilmiştir. İletişim etkinliğinin sonuçlarına ilişkin elde edilen verilerin kurumların mevcut çıktıları (gelir durumu, müşteri sayısı vb.) ile olan ilişkisi ve potansiyel etkisi tespit edilmiştir.

Anahtar Kelimeler

Halkla ilişkiler, Sosyal Medya, Ölçme ve Değerlendirme, Barselona Prensipleri, Veri Madenciliği, Public Relations, Social Media, Measurement and Evaluation, Barcelona Principles, Data Mining.

Destekleyen Kurum

Yok

Proje Numarası

Yok

An Overview of the Measurement Problem in Public Relations in the Context of Digitalization and Standards: A Data Mining Practice

Öz

One of the most fundamental problems in terms of the public relations profession is measurement and evaluation. In particular, considering the international standards put forward in the context of Barcelona Principles 3.0, measurement actions are required that combine outputs, outcomes, and potential impact. With the increasing use of social media in the public relations industry, the inadequacy of traditional measurement techniques is obvious. This study is intended for measuring communication effectiveness in public relations using big data and analytics. The research aims to contribute to overcoming the measurement and evaluation problem of public relations. A mixed method was used in the research. Data scraping was used a data collection method. Content analysis technique was used to measure the outputs of the communication activity, sentiment analysis technique, which is one of the data mining techniques, and descriptive statistics methods were used to measure the potential impact. According to the results of the research, tangible outputs for the results and the outputs of the communication activity based on social media data have been obtained. The relationship and potential impact of the data obtained on the communication activity results with the institutions' current outputs (income status, the number of customers, etc.) have been determined.

Anahtar Kelimeler

Public Relations, Social Media, Measurement and Evaluation, Barcelona Principles, Data Mining.

Proje Numarası

Yok

Kaynakça

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