The position of public relations in businesses during globalization after 1990?s

During the process of this project, what kind of impact globalization can form on public relations and how public relations can be managed was researched. Instead of giving historical and detailed information about the very early existence of globalization in our world, it was focused on the recent historical development. Especially, after 1980?s with the restructure of world economy, the dependence of countries has taken place with globalization, rapidly growing communication techniques and technologies. The transfer of world?s economic financial resources and information norms show the importance of communication for countries. Also after 1990, as Turkey has taken advantage of this communication it has been trying to adapt to global growth. In this age, without the approval of public it is very difficult to make any activities happen. That is why in every area of communication with public it is necessary to present yourself, to evaluate public?s inclination and adjust the actions according to this result. The firm must use public relation activities to earn an everlasting spot in the public?s heart before it is very late. The success in public relation can only occur with the power of communication. A public relations employee must be the best one to apply communication techniques. If the aim is the target audience, the symbol used in the efforts of creating public opinion among target audience is very important; wrong symbols are going to bring failure, the best example of this is advertisements. Globalization is liberalization of the world economy and the acceleration process of world forming an economic integration while eliminating the obstacles of capital circulation, funds, goods and labor between the countries.Key Words: Globalization, Public Relations; Communication.