İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi

Yazarlar: Vildan DİKİCİ, Hatun BOZTEPE TAŞKIRAN

Konular:Sosyal

Anahtar Kelimeler:Public relations,Strategic planning,Strategic plan,Municipalities

Özet: Since all of organizations are open systems affected by what is happening in their environment, they need to have strategic management understanding to continue their existence, to reach their institutional targets, to achieve the position desired and to fulfill their mission. In terms of today's modern corporate governance approach as well, institutions also need strategic planning as a guide to direct their long-term future. Also role and impact of public relations in strategic planning processes of institutions have become more prominent. In this research that aims to reveal connection between concepts of strategic planning and public relations; a research was carried out to determine the role of public relations in strategic planning. In the study consisting of two aspects, interview and content analysis techniques were used. In the first aspects of research, evaluations of Turkish Association of Corporate Communication Directors were determined. In the second aspect of research, an examination was made on strategic plans of district municipalities of Istanbul. Findings have revealed that public relations have to an active role in strategic planning as a strategic management function. However, in practice, findings have indicated that the capacity of public relations as a strategic function is not utilized

---