Public relations management as a relationship: Analysis of the organization and public relations

The paradigm of relations management, primarily associates the relations concept at the core of the public relations and public relations finds its specific terminologic meaning through this core. However, it is essential that a different perspective should be adapted in order to explore the public relations mission in this sense. Therefore, to define public relations as the management method of the relations requires analysis of the relations that are established between the stakeholders and the public agencies. This paper is an attempt to analyze the layout of the corporate and public relations between the organizations and public by observing how the organization perceives the relations and thereafter, how it established which relations. In the survey, the processes of "how" both of the parties, namely the organization and the public have perceived the relations are evaluated. It is attempted to analyze the relation patterns which the organization established, the strategies used in order to develop these relations and in-depth interactions in order to expose the relationship results which the organization expects and the experiences of the public about the relations with the organization, the similarities and differences between the relations which the public assumed to establish and the perceptions of the public. Whereas the results which emerged from these relations are attempted to be analyzed through focal group observations. When the sample is drawn, the method of the "Superbrands" survey is applied as a guideline in our survey, and three super brands are specified as sample by taking into account the sectorial differences between them. When all of the findings of the survey are evaluated as a whole, it is observed that the relations are obviously at the core of the organization. For the public, the relations are also valuable as well. However, despite this, strong relations which the organizations invest for do not exist in them. The relation results which the organization expects at the end of the strategies during raising of the relations are different from that of the evaluations of the public. Keywords: Public Relations, Relationship Management, Publics.