Evaluation of the importance of public relations activities of district municipalities in terms of promotion: The case of Kayapınar Municipality

Municipalities, as the public institutions closest to citizens, where the people elect their leaders through democratic elections and can closely observe and experience the services provided to them, need public relations activities to meet the needs of the people, develop services and projects in areas where they are needed, inform the public about services, and respond to the expectations and demands of the people. These activities are significant indicators in ensuring both the quality and usefulness of services and the public's trust in the municipality and the government. Due to the social changes and transformations taking place, the advanced options offered by information technologies for sharing information, and the changes in the interaction and perception between the administration and the public, municipalities have embarked on efforts to understand their environment/public and introduce themselves, They have turned to using public relations practices to explain their services and management approaches to the public through accurate and effective tools and to carry out promotional and visibility activities in line with the wishes of the community. This study examines the significance of public relations activities in terms of local government image and promotion, using the sample of Diyarbakır Kayapınar Municipality. During the study, data was collected via a survey from 443 people living in the central districts of Diyarbakır province. First, Exploratory Factor Analysis was performed, and the "Municipal Public Relations Scale," consisting of a two-dimensional structure with a total of 27 items explaining 67.88% of the total variance, was developed. According to the findings, the arithmetic mean of Kayapınar Municipality's public relations activities was found to be at the "Undecided" level. While activities in the fields of art, sports, and culture were perceived more positively, deficiencies and problems were perceived in direct public relations and communication channels, such as public participation in decision-making, transparent management, and identifying public needs. Although no significant differences were found in opinions based on gender, educational status, place of birth, and year of residence, significant differences were found based on age, occupation, and monthly income. Based on this, it would be a more useful strategy for the municipality to focus its recognition and promotion efforts more on young people. Retired participants are the group most interested in municipal activities, while students are the group with the lowest average score. As income increases, the average score for public relations activities decreases. Participants born in Kayapınar perceive services and public relations practices more positively in the Kayapınar district. Based on the findings of the research, recommendations have been developed. Keywords: local government, municipality, promotion, public relations, district municipalities, Kayapınar