Digital transformation of corporate communication and the change of media relations

In this thesis, it is aimed to reveal the change experienced as a result of the developments in new communication technologies in corporate communication management and media relations. In this study, there is a literature review about the concept of corporate communication and the areas of expertise of corporate communication. In corporate communication management, theoretical information about the usage, differences and similarities of traditional media (newspaper, television, radio) and new media (web sites, social media platforms, corporate blogs) are given. Within the scope of the study, semi-structured interviews were conducted with a total of 9 people with a sample universe consisting of academicians, corporate communication officers and public relations/corporate communication agency owners about how corporate communication management has changed in traditional media and new media. As a result of the research, it has been determined that digitalization in corporate communication and the change in the target audience of the institutions cause important changes and that the corporate communication process can be successfully managed by the corporate communication units of the institutions and the public relations/corporate communication agencies working together.