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Public Relations, Values and Cultural Identity

Edited By Enric Ordeix, Valérie Carayol and Ralph Tench

As organisations seek legitimacy in a fast-moving, interconnected and changing world, how do public relations help them to manage their identity, responsibilities and impact on society? In a more interactive society, organisations need to align their actions with social demands and values. If the main role of public relations is to build trust and influence opinionmakers, media, the public and the political agenda, what are the constraints and limitations at play here, and what is the impact on ethical principles?
The published research shows the profession is facing crucial changes: the existence of new organisational structures better aligned with social demands; the emergence of new techniques for interacting with organisations in a more trustworthy manner; and growing pressure by social groups acting both for and against particular social values, ideas and identities.
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Turkish Universities’ Adoption of Social Media for Dialogic Communication



Yeditepe University

1. Introduction

There has been a paradigm shift to two-way communication with the advanced technologies to tackle today’s competitive environment and social media is in the core of this communication. Communication and Public Relations professionals utilize social media in order to engage in main conversations and to enhance their understanding of target publics. Social media is seen as a cost effective way for timely, targeted dialog (DiStaso et al., 2011: 327).

Kent and Taylor (1998: 323) believe that “discussion of dialogic communication will contribute to the development of true organization-to-public discourse”. A dialogic communication orientation does increase the likelihood that publics and organizations will better understand each other (Kent and Taylor, 2002: 33). As Taylor and Kent (2010) assert, there is an immense role of technology in Public Relations today and, social media seems to be the most important channel suitable for receiving instant feedback and establishing short-term, dialogue-based communication.

In this study, dialogic communication is discussed as a central element to an organization-Public Relationship, particularly via online networking sites. As primary target publics of the universities are prospective and existing students, it can be claimed that those publics are actively using social media, therefore social media and the most preferred social networking sites, Facebook and Twitter, play an important role in the dialogic communication process of the universities.

In Turkey, a country with a...

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