CORPORATE GOVERNANCE AS A COMMUNICATION POLICY IN TWO-WAY SYMMETRICAL PUBLIC RELATIONS MODEL

Kazım Özkan ERTÜRK, Ayberk Nuri BERKMAN
2.064 516

Öz


ABSTRACT

When considered from a historical perspective, it is seen that the activities in public relations are formed parallel to socio-economic developments such as advance in communication technologies, institutionalization of democracy and globalization of competition. In the light of these developments and changes, the public relations applications are approached referring to four basic models which are produced by Grunig and Hunt and acknowledged widely. These models are The Press Agentry / Publicity Model, The Public Information Model, The Two-Way Symmetrical Model and The Two-Way Asymmetrical Model. Public relations models have different features. The general purpose of public relations is to proceed communication between corporate and the target public based on trust, positive intent and tolerance. The Two-way symmetrical model coincides with corporate governance which emphasizes principals such as transparency, accountability, responsibility and equality in respect to application and principals. In this study, it is aimed to analyze the similar aspects of public relations and corporate governance with regard to principles and applications as a communication politics.

Keywords: Public Relations, Public Relations Models, Communication Politics, Corporate Governance.

ABSTRACT

When considered from a historical perspective, it is seen that the activities in public relations are formed parallel to socio-economic developments such as advance in communication technologies, institutionalization of democracy and globalization of competition. In the light of these developments and changes, the public relations applications are approached referring to four basic models which are produced by Grunig and Hunt and acknowledged widely. These models are The Press Agentry / Publicity Model, The Public Information Model, The Two-Way Symmetrical Model and The Two-Way Asymmetrical Model. Public relations models have different features. The general purpose of public relations is to proceed communication between corporate and the target public based on trust, positive intent and tolerance. The Two-way symmetrical model coincides with corporate governance which emphasizes principals such as transparency, accountability, responsibility and equality in respect to application and principals. In this study, it is aimed to analyze the similar aspects of public relations and corporate governance with regard to principles and applications as a communication politics.

Keywords: Public Relations, Public Relations Models, Communication Politics, Corporate Governance.


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