İletişim Çalışmaları Dergisi

Yazarlar: Erhan SIRT, Erkut ERGENÇ

Konular:İletişim

Anahtar Kelimeler:: International relations,Public diplomacy,Marketing communication,Public relations,Reputation management,Brand management,COVID-19

Özet: The communication opportunities provided by technological advancements challenge the official patterns of diplomacy. The diversification of communication channels increases the interaction between people living in different parts of the world. In this respect, the importance of public diplomacy in the international environment increases gradually. In order to achieve their desired goals in foreign policy, states aim to reach foreign publics and make use of public diplomacy as a component in their foreign policy set. Marketing communication espacially public relations is one of the main areas in which public diplomacy is related. While organizations are in a planned and continuous communication with their target audiences in public relations, developing short and long-term relations with foreign publics in the international arena is aimed in public diplomacy. In this framework, public relations models and strategic applications are applied in performing public diplomacy activities. As businesses build their images and brands, states also build their image and reputation in the international environment. Similar to a firm, they carry out brand studies that will increase the attractiveness of their policies and initiate foreign policy activities that will maintain their prestige in international relations especially in times of crisis. The COVID-19 pandemic, which affects the whole world, has emerged as a global crisis that requires open communication and cooperation channels in this context. States' approaches to the problems posed by such crises are decisive in exploring the role of public relations in public diplomacy

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