Halkla İlişkiler Kampanyalarında Ödüller: IPRA Altın Küre Ödülleri Üzerine Bir Analiz

  • Özgür Kılınç Arş. Gör. Dr. İnönü Üniversitesi İletişim Fakültesi, Halkla İlişkiler ve Tanıtım Bölümü
Anahtar Kelimeler: Halkla İlişkiler Kampanyaları, Altın Küre Ödülleri, Kampanya Temaları

Özet

İlgili paydaşlarla ilişki inşasında halkla ilişkiler kampanyalarının rolü bulunmaktadır. Çeşitli ödüllerin konusu da olan kampanyalar halkla ilişkiler alanının uygulama boyutunu incelemeyi mümkün kılan iletişimsel pratiklerdir. Çalışmanın amacı Uluslararası Halkla İlişkiler Derneği tarafından 2018 yılında Altın Küre Ödülü verilen halkla ilişkiler kampanyalarını değerlendirmektir. Bu kapsamda ödül alan 81 halkla ilişkiler kampanyası “amaç”, “kampanya teması”, “kategori”, “ülke” ve “kampanyayı tasarlayan” kategorileri açısından incelenmiştir. En fazla sayıda ödül alan ülkelerin Japonya ve Rusya ile Türkiye olduğu ve kampanyalarda daha çok tutuma yönelik bir amacın öne çıktığı görülmüştür. En fazla değinilen kampanya temalarının “sosyal sorumluluk” ve “pazarlama amaçlı halkla ilişkiler” temaları olduğu belirlenmiştir. Kampanyaların kurum içi ilgili birimlere kıyasla daha çok ajanslar tarafından tasarlandığı sonucuna ulaşılmıştır.

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Yayınlanmış
2019-06-26