Contexual analysis of strategic public relations management model: A research on the perceptions of public relations practitioners in big business organizations in Turkey

This dissertation study which takes the paradigm change in the public relations approach aims to determine where the public relations approach adopted by the business organizations in Turkey lies within the evolution process of the traditional public relations towards the strategic public relations. This paper seeks to answer the question of which model or models are adopted by the organizations operating in our country for their public relations practices so that they can adapt to the environment and whether such efforts correspond to an original synthesis with a descriptive research.In the research attended by the public relations managers of the businesses identified by reference to the 2009 data of the ?First 500 Big Enterprises of Turkey? of Istanbul Chamber of Commerce (ISO), the reason why the biggest enterprises were selected was assumed to be the fact that the management models they adopt and implement reflect the current trends and the medium and small scaled organizations will follow such trends in time.The excellence and communication management scale developed by Grunig et al (2002) was taken as the basis because it is the first and most comprehensive scale which covers the basic variables of the strategic change process of public relations and of the public relations models. According to the findings of the research, the business organizations in Turkey are sensitive to the change experienced during the evolution of the traditional public relations to the strategic public relations; however, they do not reflect this to their activities wholly. Particularly due to the lack of interest and impact of the pressure groups on the business organizations, it can be claimed that many companies maintain their traditional functions and focus on the press agentry model. In addition to this, it is observed that the public relations departments of the companies which apply the ?mix model?, though partially, have a strategic position in the enterprises. It can be claimed that the public relations approach adopted by the companies participating in the research rather relies on a mimetic attitude and the companies prefer similar practices instead of gaining legitimacy by achieving a pure strategic content; therefore, they try to become isomorphic by mimicking each other and seek for legitimacy through this way.