Üniversitelerde kurumsal itibar oluşturmada halkla ilişkiler faaliyetleri: Kamu ve özel üniversitelerin karşılaştırılması
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Varoluşu çok uzun zamanlara dayanan halkla ilişkiler, günümüz rekabet ortamında kurumlar açısından önemli bir yönetim fonksiyonu konumundadır. Pozitif yönlü tanıma ve tanıtma aracı olarak bilinen halkla ilişkiler, hem özel sektör hem de kamu sektörlerinin belirlediği hedeflere ulaşmaları noktasında vazgeçilmez bir etkileşim aracı haline gelmektedir. Günümüzde açılan üniversite sayılarının artması, eğitim seviyesinin yükselmesi, bilimsel başarıların önem kazanması, küreselleşme ve serbest piyasa ekonomisinin gelişmesiyle birlikte gerek devlet üniversiteleri gerekse vakıf üniversiteleri arasında büyük bir rekabet ortamı oluşmuştur. Bu rekabet ortamının oluşumu sonucunda üniversiteler için iç ve dış paydaşlarıyla iyi ilişkiler içerisinde olmak, olumlu bir kurumsal itibar oluşturmak, medyada daha fazla yer alarak kamuoyunda olumlu bir izlenim bırakmak zorunluluk haline gelmiştir. Hem kamu sektörü hem de özel sektör alanında hizmet veren üniversiteler, içerisinde bulunduğu toplumun gelişmesi için çaba gösterme ve bu gelişmelere yön verecek bireyleri yetiştirme gibi görevleri üstlenmektedirler. Bu görevleri başarıyla yerine getirebilmek ise halkla ilişkiler stratejik yönetim fonksiyonlarına uyum sağlama ve hedef kitlelere gereken özeni gösterme ile mümkün olmaktadır. Bu bakımdan hem vakıf üniversitelerinin hem de devlet üniversitelerinin başarılı olabilmeleri için alanında uzman kişilerce oluşturulmuş, sağlam alt yapıya sahip bir halkla ilişkiler birimine ihtiyaçları vardır. Yapılan bu araştırma ile kamu ve vakıf üniversitelerince büyük bir öneme sahip olan halkla ilişkiler faaliyetlerinin üniversiteler tarafından ne derece uygulandığı ve bu uygulama aşamasının kamu ve vakıf üniversitelerince bir farklılık gösterip göstermeme durumu araştırılmak istenmiştir. Araştırma sonucunda çalışmaya dahil olan vakıf üniversitesinin kamu üniversitesine göre daha fazla halkla ilişkiler faaliyeti uyguladığı ve yapılanma olarak daha kapsamlı bir kurumsal iletişim birimine sahip olduğu sonucuna ulaşılmıştır.
Public relations, which has been in existence for a very long time, is an important management function for organizations in today's competitive environment. Public relations, known as a positive recognition and promotion tool, is becoming an indispensable interaction tool for both the private and public sectors to achieve their goals. Today, with the increase in the number of universities opened, the rise in the level of education, the importance of scientific achievements, globalization and the development of the free market economy, a great competitive environment has emerged among both public and foundation universities. As a result of this competitive environment, it has become imperative for universities to be in good relations with their internal and external stakeholders, to create a positive corporate reputation, and to leave a favorable impression on the public by being more visible in the media. Universities, which serve both in the public and private sectors, undertake tasks such as striving for the development of the society in which they are located and raising individuals who will shape these developments. Successful fulfillment of these tasks is only possible by adapting to the strategic management functions of public relations and paying due attention to target audiences. In this respect, both foundation universities and state universities need a public relations unit with a solid infrastructure, formed by experts in their field, in order to be successful. With this research, it was aimed to investigate the extent to which public relations activities, which are of great importance for public and foundation universities, are implemented by universities and whether this implementation phase shows a difference between public and foundation universities. As a result of the research, it was concluded that the foundation university included in the study implements more public relations activities than the public university and has a more comprehensive corporate communication unit as a structuring
Public relations, which has been in existence for a very long time, is an important management function for organizations in today's competitive environment. Public relations, known as a positive recognition and promotion tool, is becoming an indispensable interaction tool for both the private and public sectors to achieve their goals. Today, with the increase in the number of universities opened, the rise in the level of education, the importance of scientific achievements, globalization and the development of the free market economy, a great competitive environment has emerged among both public and foundation universities. As a result of this competitive environment, it has become imperative for universities to be in good relations with their internal and external stakeholders, to create a positive corporate reputation, and to leave a favorable impression on the public by being more visible in the media. Universities, which serve both in the public and private sectors, undertake tasks such as striving for the development of the society in which they are located and raising individuals who will shape these developments. Successful fulfillment of these tasks is only possible by adapting to the strategic management functions of public relations and paying due attention to target audiences. In this respect, both foundation universities and state universities need a public relations unit with a solid infrastructure, formed by experts in their field, in order to be successful. With this research, it was aimed to investigate the extent to which public relations activities, which are of great importance for public and foundation universities, are implemented by universities and whether this implementation phase shows a difference between public and foundation universities. As a result of the research, it was concluded that the foundation university included in the study implements more public relations activities than the public university and has a more comprehensive corporate communication unit as a structuring
Açıklama
Anahtar Kelimeler
Halkla İlişkiler, Public Relations
