Analysis of public institutions' dialogical public relations practices in the context of governance: Ministry of National Education case

Public relations is a professional practice. In addition, public relations is a sub-field of communication with its own research and theoretical foundations. Public relations is so important for local, national, and international government organizations. The dialogic connection between public institutions and the public is provided through social media. Public administration involves a range of activities, including public relations. As technology developed, public administration and public relations changed. This study clarifies the concept of dialogue in public relations. The new public administration approach is governance and governance has a wider meaning. The quality of a country's public administration and governance is a key factor in its economic performance. The aim of the study is to determine the positive and negative aspects of dialogic public relations practices by considering them in terms of governance. The first chapter deals with public relations and government public relations. The second chapter introduces the directions and assumptions of theoretical developments in the areas of dialogic public relations. The third chapter is about governance and then the last chapter focuses on the main changes of global communications brought by social media, on the evolution of social media adoption and implementation in the framework of the public sector's modernization. The principles of dialogic public relations and dialogic communication features put forward by Kent and Taylor are the scale of the study. Additionally, examination of basic management principles was determined as the second scale. Both quantitative and qualitative content analysis methods were used in the study. As a method tool in the study; MAXQDA Analytics Pro (2022) is used on the Twitter profile of the Ministry of National Education. Within the scope of this study, it is aimed to analyze how the Ministry of National Education manages dialogic public relations in terms of governance on Twitter. As a result, it can be seen that the Ministry of National Education manages dialogic public principles and dialogic communication features separately in its Twitter posts. However, it is thought that the Ministry of National Education has deficiencies in ensuring governance principles in its Twitter posts. Keywords: Public Public Relations, Dialogic Public Relations, Governance, Public administration, Ministry of Education.