Use of festivals as a public relations tool in local governments; content analysis on metropolitan municipalities in the aegean region

The study aims to examine how metropolitan municipalities in the Aegean Region use festivals as a public relations tool. Festivals play an important role in the public relations strategies of local governments and strengthen the interaction of local people with municipalities. In this context, the festivals organized by the metropolitan municipalities of Izmir, Manisa, Aydın, Denizli and Muğla in 2023 were examined using the content analysis method. The data of the research were collected using document analysis and observation methods. Brochures, posters, websites and social media posts published by municipalities for festivals were analyzed in detail. It also provided in-depth information about the planning and implementation processes of festivals for municipalities. Observations made during the festivals helped to evaluate how the events were carried out. The findings of the study show that metropolitan municipalities in the Aegean Region use festivals as an effective tool to achieve their public relations goals. Festivals are events where municipalities interact directly with the public, promote cultural values and local heritage, strengthen social ties and contribute to economic revitalization. Additionally, it has been determined that digital platforms and social media are used effectively in the promotional strategies of festivals. The study reveals how local governments use festivals in public relations and the effects of these festivals on local people. It has been concluded that festivals have an important place in the public relations strategies of municipalities and have positive effects on the participation and satisfaction of local people. These findings provide important information for local governments to improve their public relations activities. Keywords: Festival, Aegean Region, Public, Public Relations, Municipality