An Empirical Investigation of the Effectiveness of Hybrid Public Relations Practices of Municipalities

Abstract

Municipalities need to create a positive image by paying attention to public relations activities during their tenure as they have been elected to serve by the local residents. Continuous improvement of the service quality of the municipalities that serve mainly local people can only be possible through getting regular feedback on their public relations activities. In this research, it was aimed to investigate the efficiency of hybrid public relations efforts of municipalities. Operational success of Turunc Desk, which is a comprehensive public relations project of Muratpaşa Municipality that operates in both traditional and digital platforms has been examined. It has been analyzed to what extent the municipality's multi-channel public relations efforts meet the expectations of the residents.