Redefining of public relations in the context of environment: Effects of environmental pressure to relationships

Nowadays, public relations studies have been trying to found theoritical fundamentals which are peculiar to public relations and explain its practices process. In this studies, it is described that public relations how to build relationships are related to the intention of the corporate. The results are taken as a tactical choice of the corporate. In this study, unlike the classic approach the corporate to be effective power, the decisive influence of the environment has been investigated. The present study is aiming to investigate with case study the environmental pressure how to affects that corporate-stakeholder relationships. In the association of this topic the study discuss that public relations should be portrayed as a relationship management. Three cases were analyzed in this study: one of eurocentric, one of international and the other of local. Data were collected with event structure analysis of cases. The results put forward that there are significant relationship wiht environmental pressure and forms of relationships. It was observed that corporates are developing more social relations with its stakeholder when the increasing environmental pressure. These results demonstrate that before explaining the relationship it is very important to analyze the environment typology. Keywords: Public Relations, Ralationship Management, Corporate Governance, Enviromental Pressure