new horizons in public relations
Transkript
new horizons in public relations
NEW HORIZONS IN PUBLIC RELATIONS: WHAT TURKISH PUBLIC RELATIONS AGENCIES SERVE Ferruh UZTUĞ Associate Professor Anadolu University,TURKEY fuztug@anadolu.edu.tr Atılım ONAY Research Assistan Anadolu University, TURKEY aonay@anadolu.edu.tr Ömer KUTLU Research Assistant Anadolu University, TURKEY okutlu@anadolu.edu.tr Ferruh Uztuğ was born in İzmir on 31.10.1968. He graduated from Anadolu University Communication Sciences Faculty Department of Communication Arts. He took his master and doctorate degrees from Anadolu University Graduate School of Social Sciences . He has been working as associate professor at the Communication Sciences Faculty He is also vice dean of the faculty since 2004 Atılım Onay was born in Antakya on 20.06.1978. He graduated from high school (Ankara Anadolu Lisesi) in 1996 and then joined at the Anadolu University Communication Sciences Faculty Department of Communication Arts. He took his master degree from Anadolu University Graduate School of Social Sciences in 2004. He is still in doctorate programme at Advertising and Public Relations Depeartment. He has been working at the Communication Sciences Faculty as research assistant since 2001. Ömer Kutlu was born in Linnich- Germany on 08.08.1979. He graduated from high school (İstanbul Erkek Lisesi) in 1998 and then joined at the Anadolu University Communication Sciences Faculty Department of Advertising and Public Relations. After he graduated from Communication Sciences Faculty in 2003, he joined at the Anadolu University Graduate School of Social Sciences. He continues master program in Advertising and Public Relations Department. He has been working at the communication sciences faculty as research assistant since 2004 Abstract In the new century, the expectations of many companies from public relation agencies have become various since these companies are aware of the changes in the field of socio-culture and technology. It is possible to mention about an identity depression in the field of public relations with the help of the pressure on public relation studies for reform, created by changing communication environment beginning from 1990. Public relations in Turkey is perceived as notification, relation with media and event organizations, and the above mentioned changes and developments have directly affected the field of public relations. This change can be observed both in the field and in the academic literature. Rather than using the concept of public relations, some concepts like corporate communication, image management have started to be used, and also some public relations agencies can be said to have changed their names as perception management. Distinguishing and diversifying communication environments and means have caused doubt in the field about the integrity. With these concepts, the services that agencies present to their customers have become various. In this study, it is aimed to create a frame which determine what the service areas are which are presented by the public agencies in Turkey and to create a general description of these service areas. We look for answers for the questions stated below: - What names are used by the public relations agencies in Turkey? - What headings can be used to sum the services that agencies present to their customers? - What are the subheadings and descriptions of agencies? The content analysis method is used in the study. The web sites for which content analysis method will be used are determined as those that the association of public relation agencies is tied to. NEW HORIZONS IN PUBLIC RELATIONS: WHAT TURKISH PUBLIC RELATIONS AGENCIES SERVE Public relations have been exposed to certain identity depressions and difficulties in its definition till now. Public relations have established our agenda in many contexts, from treatment to organization and from fashion favored by models to the manipulation by the media. The type and content of the services that public relations provide for institutions are influenced by any change that occurs in the field of marketing and communication. In the new century, the expectations of many companies from public relation agencies have become various since these companies are aware of the changes in the field of socio-culture and technology. It is possible to mention about an identity depression in the field of public relations with the help of the pressure on public relation studies for reform, created by changing communication environment beginning from 1990. The change in the balance of power, the competition issue which is very commonly experienced the changes in consumers’ tendencies, globalling world and changes in the field of economy, the changes and the developments in the field of technology have directly affected advertising communication. In this process, the decreasing effect of traditional advertising environment, the changing expectations of agencies advertised, the increasing cost of traditional advertising environments, the easiness for establishing data base and cheapening costs have increased the attempts to give a meaning to their existence, to describe their own position of public relations which intensively put the understanding of integrated advertising communication on the agenda. Public relations in Turkey is perceived as notification, relation with media and event organizations, and the above mentioned changes and developments have directly affected the field of public relations. This change can be observed both in the field and in the academic literature. Rather than using the concept of public relations, some concepts like corporate communication, image management have started to be used, and also some public relations agencies can be said to have changed their names as perception management. With the changing perception of public relations, many new concepts which we can handle as public relation studies have started to be used both in the field and in the related literature: perception management, institutional esteem, marketing oriented public relations (MPR), customer relations management (CRM), event marketing. Distinguishing and diversifying communication environments and means have caused doubt in the field about the integrity. With these concepts, the services that agencies present to their customers have become various. It can be observed very easily that many agencies stating that they present many new services integratedly have appeared What Is Public Relations? ʺPublic Relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organizationʹs and publicʹs interestʺ (Jefkins, 1992). This was the definition that public relations associations agreed on at Mexico City in 1978. The March 1984 edition of Public Relations Review highlighted problems associated with definitions of pubIic relations. Newsom lamented that any discipline that cannot agree on its definition will be confused about student career preparation. She cites an inability to look at generic quaIities of public relation as a major contributor to the problem. J. A. Files described some of the generic qualities: The public relation practitioner is ʺan applied behavioral scientist who calls upon social sciences and related tools for knowledge. This concert does not deny the importance of communication as a public relation function or as a component of the public relations process.ʺ (Long, and Hazelton, 1987 ) An another definition is “Public relations is a management function that helps achieve organizational objectives, define philosophy, and facilitale organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. Public relations practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among an organizationʹs constituent parts and publics.”(Baskin et al, 1997) Seitel difened public relations as(Seitel, 2004) “Public relations is a planned process to influence public opinion, through sound chararter and proper performalice, based on mutually satisfactory two-way communication.” Public relations defined as a management effort to combine public needs and the organizationsʹ actions. On the other hand, public relations consists of two-way communication to construct public support and confidence. At the end, it is pointed out that; the theme of the public relations is ʺusing communication to construct goodwillʺ (Harlow,1976,). Definitional criticism by noted public relation scholars suggests that any definition of public relations should meet four criteria: • The definition should provide a basic vocabulary that is germane to past, present, and future applications. • It should provide direction for scientific investigations and theorizing. • It should be comprehensive enough to include all aspects of theory and practice. • A definition should have practical utility. This great diversity in the duties of public relation practitioners is illustrated by the list of public relations functions published by PRSA in a booklet entitled, Careers in Public Relations.(Baskin et al, 1997) 1. Programming. This involves analyzing problems and opportunities, defining goals and the publics (or gmlips of people whose support or understanding is needed), and recommending and planning activities. It may include budgeting and assignment of responsibilities to the appropriate people, including non-public relations personnel. 2. Relationships. Successful public relatiolis people develop skill in gathering information from management, from colleagues in their organizations, and from external sources. Continually evaIuating what they learn, they formulate recommendations and gain approval for them from their managements. Many public relations activities require working with, and sometimes through, other organizational units such as personnel, legal, and marketing staffs. The practitioner who learns to be persuasive with others will be most effective. 3. Writing and Editing. Since the public relatiolis worker is often trying to reach large groups of people, an important tool is the printed word. Examples of its use are found in reports, news releases, booklets, speeches, film scripts, trade magazine articles, product information, and technical material, employee publications, newsletters, shareholder reports, and other management communications directed to both organization personnel and external groups 4. Information. Establishing systems for the dissemination of material to appropriate newspaper, broadcast, general and trade publication editors, and communicating with them to enlist their interest in publishing an organizationʹ s news and features are normal public relations activities. This requires knowledge of how newspapers and other media operate, the areas of specialization of publications, and the interests of individual editors. (Competition is keen for the attention of editors and broadcasters who have a limited amount of space and time at their disposal.) 5. Production. Various publications, special reports, films, and multimedia programs are important ways of communicating. The public relations practitioner need not be an expert in art, layout, typography, and photography, but background knowledge of the techniques of preparation is needed for intelligent planning and supervision of their use. 6. Special Events. News conferences, convention exhibits and special showings, new facility and anniversary cele;brations contests and award programs, tours and special meetings are only a few of the special events used to gain attention and acceptance of groups of people. They involve careful planning and coordination, attention to detail, preparation of special booklets, publicity, and reports. 7. Speaking. Public relation work often requires skill in face-to-face communicationfinding appropriate platforms, the preparation of speeches for others, and the delivery of speeches. The person who can effectively address individuals and groups will enjoy an advantage over those whose facility of expression is limited to writing. 8. Research and Evaluatian. As previously indicated, this can be highly personal, through interviews, review of library materials, and informal conversations. It can also involve the use of survey techniques and firms specializing in designing and conducting opinion research. After a program is completed, the public relations practitioner studies its results and evaluates the programʹs planning, implementation, and effectiveness. Compared with other more established professions such as law or medicine, public relations is an emerging practice. Unlike more established ones, public relations does not require a prescribed educational preparation, qualifying exams issued by govemments or any other kind of peer evaluation to assure competence and ethic code. Also public relations practitioners do not work under clearly defined roles (Cutlip, Center and Broom, 2000). Issues of the Millennium Undeniably, the people who practice public relations today must be better at it than those who came before them. Institutions operate in a pressure-cooker environment and must keep sever al steps ahead of the rapid pace of social, economic, and political change. The environment is being shaped by many factors: (Seitel,2004) • Economicglobalization. This is affecting all organizations,even nonmultinational companies. The world is getting smaller. Communismis dead or dying. Democracy and free enterprise are dominant. Competition will intensify, and so will communications, making it easier to communicate around the world but much more difficult to be heard. • Shifting public opinion. Sudden shifts in public opinion are being ignited by instantaneolis communications, challenging the ability of communicators to respond to fast-moving events. Interest groups of every stripe are jockeying for pasition on the public stage. • Global jealousies. One such shift in public apiiiion is disdain among many in the world of the lifestyle enjoyed by people in the West, particularly the United States. Global jealousies, fueling terrorism and anti- Western feelings, are important and disturbing trends. • Aging of society. Baby boomers are nearing 60 and dominate society. Households headed by people over 55 are the fastest-growing segment of the consumer market in America, and this group controls an increasing ercentage of all persanal income. Meanwhile, Generation Xers are getting older, and those right behind are becoming more prominent and powerfuI. • Leanness and meanness. The new reality of employment is that ʺnothing lasts forever.ʺ Lifetime employment is no longer possible in most organizations. With downsizing, companies are continliing to pare overhead and trim staff to become more competitive. Incoming employees understand that job hopping is much more a reality today than in years past. The effect on business and employee morale is profound, and the need for good internal communications is critical. • Corporate responsibility. This buzzword of the 1960s and 1970s has become critical in the 2000s. The corporate scandals of 2002 have had a profound impact on how people assess corporations, their leaders, and their securities. Companies today must give bad. to society to begin to regain public trust. • Technology. Knowledge of the Internet is imperative, not only in the practice of public relatiolis but also in virtually every field of endeavor. • Bigness is back. The trend toward linkages and mergers among huge industrial corporations, hospitals, banks, telecommunications firms, media companies, and others is unstoppable. In many cases, the only way to survive is to merge with others. • Accountability. Again, with companies and CEOs suspect and with larger and larger companies delivering products, consilmefs, investors, regulators, and legislators are all demanding more accountability from all institutions, as well as higher standards of ethical conduct. In the face of all these changes, it is understandable that management today is giving greater attention than ever before to the publicʹ s opinions of its organization and to public relatiolis professionals who can help deal with these opinions. 21st Century Public Relations Challenges William A.Durbin, former chairman o fHilI &Knowlton Public Relations,said:(Baskin et al, 1997) “The PR function is about to cross the threshold from a primarily communications function to a management function participating systematically in the formation of policy and the decision-making process itself.” Durbin sees the profession at the same threshold seen by Michaelis, Lee, and Bernaysthe threshold that was crossed more than half a century ago by Arthur W. Page. His perception illustrates how things change and remain the same. The future is always difficult to gauge, but by identifying and describing historical trends, one can make good guesses. We will summarize public relations history and try to fathom its future by identifying and describing 10 trends that appear to influence the direction of the practice today. Public relatiofis is moving (Baskin et al, 1997) From Manipulation External counselor Marketing Program Craftsperson Items Output Firefighter Illegitimacy U.S. profession To Adaptation Internal team member Management Process Manager Issues Input Fire preventer Legitimacy Global profession It wouldn’t be fair to expect the public relation agencies to provide services in such various areas as technical support for their clients and as international public relation studies by using all the combined components of communication. The agencies, considering their financial states and the areas their own workers are specialized in, can increase their services by choosing some of the tasks among many that we can consider under the heading of public relation studies. Certainly, there might be public relation agencies claiming that they can meet all the needs of their clients who play big. The question to be answered here is the degree of the quality of these services. Likewise, in Turkey, there are agencies which focus on certain service areas rather than on the basic areas of public relation studies as well as those which indicate that they provide their clients with a rich public relation service and which, in this respect, present themselves to their clients through the varification of their services. METHODOLOGY Developments in mass-media and in communication technologies and the economical and social transformation experienced in Turkey following 1980s put the necessities of an economy on the agenda whose communication sector, in general sense, is developed. This process, developing quickly, has made international co-operations and new business models and their definitions in almost all the areas a current issue. Public relations that do not date back much in Turkey got rid of the difficulties faced in the beginning with the help of a new appereance following the transformation of post-1980. This situation happened among international relationships and partnerships as it does in all areas. Despite all these developments, the fact that the expenditure on advertisement in Turkey remains stil around 2 billion dollars shows that the marketing communication sector has not been able to grow up enough compared to the largeness and potentials of the country. Among the reasons for this is the economy without doubt. However, it should also be seen as an important factor that the culture of trade and marketing communication has not been absorbed enough by all the actors, yet. Both the companies and the agencies have significant responsibilities for this situation. This study, to some extend, presenting the views of the public relation agencies about the companies, aims at making this issue open to discussion with these respects. It is an important issue that, in Turkey, what strategies the agencies follow in understanding the marketing and communication needs of the enterprises and in creating solutions to these needs. The service types of the public relation agencies and the definitions of the these services, in a sense, have an educational meaning in terms of spreading of marketing and communication culture and of having this culture meet the contemporary norms. In this study, it is aimed to create a frame which determine what the service areas are which are presented by the public agencies in Turkey and to create a general description of these service areas. We look for answers for the questions stated below: • What names are used by the public relations agencies in Turkey? • What headings can be used to sum the services that agencies present to their customers? • What are the subheadings and descriptions of agencies? The content analysis method is used in the study. The web sites for which content analysis method will be used are determined as those that the association of public relation agencies is tied to. In addition, all the agencies registered on the web site, “www.halklailiskiler.com.tr “, are taken as the population. Those of these agencies that do not have any web sites are included among the subjects of the study. The web sites of the remaining agencies are searched by the researchers. The agencies whose web sites are currently under construction or which do not present any information about the services they provide in their web sites are excluded from the subjects. Content-analysis is run on the remaining 19 agencies regarding their names, their services and their way of defining these services. In the study, the servces that the agencies present in their web sites as well as their way of defining these services are studied. The service definitions available are examined, and the key words are found. Moreover, the names of the agencies are examined and classified with respect to the concepts they use. In the study, the agencies that are members of the Association of Public Relations or that are registered to the web site, www.halklailiskiler.com.tr, are taken as the population. The biggest limitation of the study is that the content-analysis is run on the web sites of the agencies. The fact that some of the agencies do not have any web sites or that they do not have the necessary information in their web sites caused a loss in data. RESULTS AND SUGGESTIONS Table 1: Agency Names Consepts in Agency Names Communication Public Relations Communication and Public Relations Others Percentage 53% 26% 10,5% 10,5% When the table that shows the percentage rates of the concepts implied by the names of the agencies is examined, an interesting result is obtained. Even though the subjects are chosen from the Association of Public Relations, it is seen that the term public relations is not found in the names of 63,5% of the public relation agencies. The agencies (53%) mostly use the term communication. Despite this large number, it could not be said that the concept of public relations is completely ignored by the agencies (26%). It is also observed that both of the terms, public relations and communication, are used together (10,5%). This tendency is also true for the advertisement agencies. In a similar process, we witnessed that the advertisement agencies also use the comcepts of advertisement and communication together in their agency names. This situation reveals the result that the concepts of pubic relations and communication are assigned different meanings and that the concepts lose their traditional meanings. This situation seen in the agency names is important in two respects. First of all, it could be stated that the combined cummunication discussions having been experienced since 1990s in Turkey have forced the agencies to revise their service areas and service definitions. The advertisement and public relation agencies have tried to achieve widening of their own service areas with the help of the concept of “communication” once the combined communication has been put on the agenda. Second, it could be said that the developing and improving sector has made renovations so as to make good use of new business opportunities. Table 2: Agency Service Types Media Relations- Publicity Internal Communications Number of Agency 18 Overall Agency Percentage 19 95% 14 19 74% Event Management 14 19 74% Crisis Management 14 19 74% Marketing Communication(Strategic Communication) Sponsorship 12 19 63% 12 19 63% Cooperate Communication 10 19 53% Cooperate Social Responsibility 7 19 37% Brand Management 7 19 37% Issues and Agenda Managmenet 7 19 37% Relationship Management 6 19 32% Digital Media Communication 6 19 32% Reputation Management Leadership Management 5 19 26% 5 19 26% Media Education 4 19 21% Financel Communication 3 19 16% Research 2 19 11% Consumer Related Marketing 2 19 11% Technical Support 1 19 5% International Public Relations 1 19 5% Change Management 1 19 5% The 21 service types in total provided by the agencies can be grouped under three main headings. These are; • Tradtional services: media relations, publicity issue and agenda management, crisis management and event organization, • Market related services: MPR, event marketting, sponsorship, marketing communication, brand management, consumer related marketing • Institutional Communication and esteem: Social responsibility, leadership communication, reputation management It is seen that the service types of agencies fall into 21 main headings. When the services that the agencies provide are examined, the most common service is seen to be related to the media services (95%). This service is followed by the crisis management, internal institutional communication and event management with a percentage of 74%. The historical service area of public relations focus on media relations and publicity. All these services show that classical understanding of public relations maintains its acceptability as a dominant factor. Since the understanding of combined marketing communication shows its effect on all the communicative functions, the services of sponsorship and marketing communication (strategical communication) have a percentage of 63% among the services provided by the agencies. The institutional communication service shows that it has gained importance in a short time as one of the functions of public relations of the agencies with a percentage of 53%. This result proves that the public relation agencies and the service-receiver institutions have even gradually started to understand the importance of institutional communication. It is seen that public relations with the marketing management has apperantly its place among the types of agency services. In a period that we often discuss the effectiveness of advertisement due to the depressions experienced in the traditional media, the public relation agencies seem to have intended to fill this gap. The fact that advertisement loses its prestige in the combined marketing communication has also been discussed in many contexts in Turkey. Public relations is in a state of restructuring in order to add new opportunities to its own business areas as a result of these discussions. In literature, institutional esteem has a great importance as a basic point for the marketing goals and for the communication with the stakeholder. This concept, also fundamental in traditional public relations, includes an integrated communication management problem area together with especially the institutional communication and social responsibility. It is seen that another important issue among the agency service types is just related to this point. Also another issue, as important as the distribution of service types, is the frame of definitions related to the service areas. In the tables below are the key words found through the examination of the definitions made by the public relation agencies related to the services they provide: Definitions of Service Types Table 3: Media Relations- Publicity Agency A&B İletişim Keywords Following The News, Press Bulletin, İnterview, Crisis Management, Measurement, Opponent Analysis, Special News, Press Meetings, Perception Management Bersay İletişim Two-Way Symmetrical Relation, Sharing Relations With Danışmanlığı The Press Departman Medya Press Bulletins, Press Files, Special News And İnterviews, Press Meetings And Media Participation İn Activities, Following The Media And Reporting Effect Press Bulletins, Special News Studies, Press Meetings, News Notice Orsa Stratejik İletişim Access To The Readers, Successful Media Relations, Danışmanlığı Relation And İnformation Management Program Stily’m Stratejik İletişim Appropriate Message, Appropriate Time, Appropriate Yönetimi Spokesman Greenactive Transfering Messages, Film Organization And Photo Studies Toksü&Chase Drawing Public Attention Ay Ajans Press Announcements, İnterviews With The Media, Meetings With The Columnists Etica İletişim Danışmanlığı Media Councelling, Media Planning, Organizational Services, Media Data-Base, Following The Media, Measurement Arya Sponsorluk ve İletişim Danışmanlığı, Misyonmcm Communications, N’PR Halkla İlişkiler ve İletişim, Pr Aktif İletişim Hizmetleri, Global Tanıtım Halkla İlişkiler, BG İletişim Mühendisliği, Asist İletişim Danışmanlığı A.Ş. Agencies have no definitions Table 4: Internal Communications Agency A&B İletişim Keywords Internal Communication Program, Application, Being Open To Communication, The Mission And Goals Of The İnstitution, Projects To Promote İnternalCommunication Asist İletişim Danışmanlığı A.Ş. Development Of İntellectual Sides, Training And İnforming Bersay İletişim Danışmanlığı Mission Of The İnstitution, Vision, Values And Strategies, İnstitutional Culture, Business Goals, Perception Departman Medya Institutional Publications, Performance Managemenr, Team Projects, İnstitutional Activities MPR Halkla İlişkiler Marketing Goals, İntegrated Marketing Communication Orsa Stratejik İletişim Human Resources, Official Communication, Danışmanlığı İntranet, İnstitutional Vertical And Horizental Communication Stily’M Stratejik İletişim Social Activities, Private Meetings, Periodicals, Yönetimi internal Communication Toksü&Chase Recent Management Techniques, Human Priority, Unification With The İnstitution Greenactive Team Sprit, Company Culture, Intranet Etica İletişim Danışmanlığı Planning, Periodical Publications Arya Sponsorluk ve İletişim Danışmanlığı, Misyonmcm Communications, N’pr Halkla İlişkiler ve İletişim, Pr Aktif İletişim Hizmetleri Ajanslarının Tanımı Yok Table 5: Event Management Agency Bersay İletişim Danışmanlığı Keywords Institutional Messages, Social Sharers, Activity Planning, Client Communication, Achieving Goals, Planning, Organization, CoOrdination Departman Medya Marketing Activities, İnstitutional Activities, Social Activities MPR Halkla Integrated Communication, Message To Clients İlişkiler Greenactive Short Time, Experience, Sources, Lansman, Opening, Anniversary Celebration, Concert, Conference, Seminar, Exhibition, Animation Ay Ajans Brand Recognition, İnstitutional İdentity, Cultural Environmental Social Content Projects Pr Aktif İletişim Activity Planning And Management, Culture-Art Organizations Hizmetleri And Management Stilym Satratejik Activity Planning, Business Partnership And Co-Ordination İletişim Yönetimi Stage İletişim Danışmanlığı, Orsa Stratejik İletişim Danışmanlığı, Global Tanıtım, BG İletişim Mühendisliği, Arya Sponsorluk ve İletişim Danışmanlığı, Asist İletişim Danışmanlığı, Misyon CMC Communications, N’PR Halkla İlişkiler ve İletişim Agencies have no definitions Table 6: Crisis Management Agency A&B İletişim Keywords Strategical Councelling, İnternal-External Communication Net, Proactive Measures Bersay İletişim Institutional Esteem, Financial Wealth, Target Population, Danışmanlığı Social Sharers Effect Public Relations Risk Evaluation, Media And Web Management, İnstitutional İnner Crisis Education Mpr Halkla İlişkiler Negativeness Orsa Stratejik İletişim Institutional Esteem, Target Population, Social Sharers Danışmanlığı Toksü&Chase Workers, Environment, Public, Old İmage, Main Problem, Public Relation Activities, Direct Research Etica İletişim Crisis Areas, Crisis Management, Crisis Reflection, Danışmanlığı Management Stilym Stratejik Esteem, Financial State, Target Population, Sharers İletişim Yönetimi Asist İletişim Danışmanlığı, Misyon MCM Communications, BG İletişim Mühendisliği, N’PR Halkla İlişkiler ve İletişim, PR Aktif İletişim Hizmetleri, Stage İletişim Danışmanlığı Agencies have no definitions Table 7: Marketing Communication(Strategic Communication) Agency A&B İletişim Bersay İletişim Danışmanlığı Etica İletişim Danışmanlığı MPR Halkla İlişkiler Keywords Institutional Posture, Marketing Goals, CommunicationCentered Brand Creation, Brand Location The Qualities Of Preferable Products And Services, Rival Products Lansman, Campaigns, Special Activities, Sponsorships, İnstitutional Films Marketing PR, New Product, New Benefit, İntroduction To The Product, Attracting Attention, Maintanance Of İnterest, Sales Promotion, İntroduction, Risk, Sales Power Preference, Marketing Strategy, İntroduction Activities Stilym Stratejik İletişim Yönetimi Effect Public Relations Marketing Goals, İmage Unity, Media Relations, Client Profile, Product İntroduction, Research, Target Population, Tools, Media Plan, Direct Mailing, Reports, Greenactive Public Brand Development, Brand İntroduction, Long-Term, Relations Strategical, Measurable Orsa Stratejik İletişim Social Partners, Goals, Strategical Communication Danışmanlığı Arya Sponsorluk ve İletişim Danışmanlığı, Bg İletişim, Global Tanıtım, Stage İletişim Danışmanlığı Agencies have no definitions Table 8: Sponsorship Agency Arya Sponsorluk ve İletişim Danışmanlığı Effect Public Relations MPR Halkla İlişkiler Stage İletişim Danışmanlığı Toksü&Chase Stily’m Stratejik İletişim Yönetimi Greenactive Keywords Sports, Culture And Art, Social Responsibilities, Professional And Systematic Application Image, Marketing Goals, Opinion Generation And The Organization Of Activities Integrated Communication Plans, Creative, Strategical Approach Special Projects Of Social Contribution And Introduction Image Introduction And Social Contribution Responsibility For The Society, Sposts, Art And Charity Associations Stage İletişim Danışmanlığı, Etica İletişim Danışmanlığı, Misyonmcm Communications, N’pr Halkla İlişkiler Ve İletişim, Pr Aktif İletişim Hizmetleri, Asist İletişim Danışmanlığı A.Ş. Agencies have no definitions Table 9: Cooperate Communication Agency A&B İletişim Keywords Social Responsibility Projects, Sponsorship Planning And Management, Project Designing And Development, Client Relations Management Effect Public Relations Brand And İnstitutional İmage, Periodic Marketing, İnstitutional Strategy, İmage Greenactive Public Relatıons Total Communication Management, Lobby Acts, Activity Organization, İnstitutional İdentity And Esteem, Brand Loyalty, İnstitutional Awareness And Recognition MPR Pazarlama Halka Long-Term İmage İlişkiler Toksü&Chase Halkla İlişkiler Image Councelling, İnstitutional İmage Bg İletişim Mühendisliği, Stage İletişim Danışmanlığı, Arya Sponsorluk ve İletişim, Danışmanlığı, Misyonmcm Communications Agencies have no definitions Table 10: Cooperate Social Responsibility Agency Bersay Danışmanlığı Ay Ajans Keywords İletişim Sensitivity To Social Problems, Civil Society Organizations, Institutional Citizen, Social Sharing Projects That Provide Brand Recognition And İnstitutional İdentity And That Cover Cultural, Environmental And Social İssues Orsa Stratejik İletişim Esteem, Social Responsibility Projects, Civil Society Danışmanlığı Associations Greenactive PR Responsibility For Society, İssues Valued By The Society Arya Sponsorluk ve İletişim Danışmanlığı, N’PR Halkla İlişkiler Ve Yönetim, Pr Aktif İletişim, Stily’M Stratejik İletişim Yönetimi Agencies have no definitions Tablo 11: Brand Management Agency Bersay İletişim Danışmanlığı Keywords Brand Esteem, Gaining İdentity, Differentiating The Product/İnstitution From The Rivals, Maintaining The Power Of The Brand And The Loyalty Of The Clients Stily’m Stratejik İletişim Brand Esteem, Communication Activities To Be Yönetimi Carried Out For A Unique Trademark Asist İletişim Danışmalığı, N’PR Halkla İlişkiler ve Yönetim, Pr Aktif İletişim, Orsa Stratejik İletişim Danışmanlığı, Stage İletişim Danışmanlığı Agencies have no definitions Table 12: Issues and Agenda Managmenet Agency Bersay İletişim Danışmanlığı Keywords Prevention Of Crisis, Opportunity, Prediction, Lobby Acts, Following The Agenda, Point Of View, Communication Strategies, Messages, Control Orsa Stratejik İletişim Plannning, Communication Agenda, Actuality, Social Danışmanlığı Partners, Change Toksü & Chase Targert Population, Economic And Social Agenda, Following The Agenda Etica İletişim Issues Based On İnstitutional Or Product/Brand, Specific Danışmanlığı Events, Publicity, İnstitutional Unity, Purchasing N’PR Halkla İlişkiler ve İletişim ,PR Aktif İletişim Hizmetleri, BG İletişim Agencies have no definitions Table 13: Relationship Management Agency Toksü & Chase Greenactive Ay Ajans Keywords Civil Society Organization Lobby Acts, National And Local Administrative İnstitutions Official İnstitutions, Municipalities And Civil Society Organizations Local Society Relations Management Orsa Stratejik İletişim Danışmanlığı BG İletişim Mühendisliği, Etica İletişim Danışmanlığı Agencies have no definitions Table 14: Digital Media Communication Agency Departman Medya Keywords Digital Media Communication, Web Site Content Management, Portal Projects Greenactive Internet Communication, On-Line Questionnaires, Authorized E-Mail Campaigns, Web Pages Of Special İssues, E-Groups Toksü&Chase Interactive Communication Analyses Orsa Stratejik İletişim Internet, Extranet, E-Group, Online Communication Danışmanlığı Platforms Etica İletişim Danışmanlığı, Misyonmcm Communications Agencies have no definitions Table 15: Reputation Management Agency Bersay İletişim Danışmanlığı Keywords Planning, Managing And Measuring The Social Sharers Orsa Stratejik İletişim Making The Esteem Management Become An Danışmanlığı İnstitutional Reflex N’PR Halkla İlişkiler Ve Yönetim, Pr Aktif İletişim, Stage İletişim Danışmanlığı Agencies have no definitions Table 16: Leadership Management Agency A&B İletişim Keywords Institutional İmage, Brand Value, Upper-Level Management, Public, Shareholder, İnvestor, Worker, Client, Press, Provider Bersay İletişim Institutional Esteem Model, Value Of Communication, Social Danışmanlığı Sharers, Moral Values, Clarity, Transparancy, Strategical Media Relations, İssue Management, Crisis Communication N’PR Halkla İlişkiler ve İletişim, PR Aktif İletişim Hizmetleri Agencies have no definitions Table 17: Media Education Agency Keywords BG İletişim Mühendisliği, Arya Sponsorluk Ve İletişim Danışmalığı, Misyon CMC Communications, Orsa Stratejik İletişim Danışmanlığı Agencies have no definitions Table 18: Financel Communication Agency Effect Keywords Relations With The Financial, Administrative And Commercial Press, İnvestment And Finance Councelling, Communication And Planning Bersay İletişim Danışmanlığı, BG İletişim Mühendisliği Agencies have no definitions Table 19: Research Agency Greenactive Orsa Stratejik İletişim Danışmanlığı Keywords Control, Measuring The Success Of The Outcomes, Plans And Reports Measurement, Evaluation Table 20: Consumer Related Marketing Agency Effect Public Relations Keywords Client Satisfaction, Analytical And Operational Marketing Strategies, Sales Optimization, Data, İnformation, Client İnformation, İnformation Analysis, Segmentation And Personalization, Client Services Table 21: Technical Support Agency Effect Public Relations Keywords Multimedia Presentations, İnteractive Training Systems, Press, Annual Reports, Product Catalogues, Cd-Rom Production Table 22: International Public Relations Agency Effect Keywords Organizations of İnternational Seminars and Organizations of İnternational Expositions and İnternational Media Trips Congresses, Promotions, Table 23: Change Management Agency Keywords N’PR Halkla İlişkiler ve Yönetim Agencies have no definitions CONCLUSION In a general look at the study, it is seen that the public relation agencies in Turkey maintain the understanding of classical public relations and that they immediately direct the new tendencies and concepts in the area of marketing and management communication to the the areas of business-service. However, they are not conceptually unified among themselves. Considering the definitions in literature, it is not seen that the concepts are clearly understood. Moreover, it is striking that there are not even definitions of many service types. The agencies did not present any frame of the contents of the concepts and business areas found under the heading of service. This shows that the business areas are put on their web sites only for the sale-purposes. Public relations makes its evolution common to a very large area as a pursuasive communication tool that undertakes the duty of turning the effects of masscommunication into an advantage on behalf of the associations and institutions. İnstitutional communication seems to replace public relations as a new communication means. We can clearly see the natural reflection of this situation in the service-area definitions of the agencies. Institutional communication, as a concept that gather all the business areas and cover marketing communication, management communication and organizational communication, will be the center of an integrity communication management. An important change is observed between the strategy development and application among the service types when compared to the past. Public relation agencies, rather than being institutions that merely carry out certain communication conceptions and applications, have just turned out to be institutions that develop communication strategies for the brands and institutions and that promise to put these strategies into practice most effectively. It is necessary to say that this situation is extremely important since the profession of public relations mostly reminds the management of applications in Turkey. Public relations, since 1990s, has considerably developed its own business areas and its own esteem. However, in order to maintain this development, they have to set and present their service areas appropriate to the needs and culture of their clients. This situation, therefore, reveals that there is a need for a fundamental change in Turkish marketing and communication culture. We should state here that public relation agencies have some significant problems in transfering this change into the related areas and in widening their own market. Despite the variety in the service areas of the agencies, we see that they are not stated in depth. The existence of fashionable concepts and tendencies and the shallowness of the definition frames constitute the basic indicator of that situation. It is also a question to be answered in another study whether the present agency structuring has been able to employ the human source that can carry out the services. However, many indicators put forward that the human source of the agencies can not overcome this work load both qualitatively and quantitatively. In this situation, the present agencies, in a certain specialization area, continue their lives with a work load not much different from the traditional public relations. One of the important limitations of the study is the expansion and development of the in-house public relation units in the present business definitions. We know that especially the institutional communication has been on the agenda of companies long before on that of the agencies. Human sources and marketing units, under the roof of institutional communication, produce and execute many projects related to the work areas of traditional public relations. The managers of some brands who are in the position of an institutional communication manager have become the boss of significant changes. The biggest problem encountered during the research was that the agencies participating in the study did not have any web sites, that their web sites are still under construction or that the available web sites included neither the services they provide nor clear information about these services. Today that web sites have gained great importance for institutions, it is obvious that public relation agencies in Turkey do not have enough knowledge about this issue and that they still have not understood the importance of this. Considering the fact that 32% of the agencies are willing to provide Digital Media Communication services, a more tragic situation occurs. How convincing will the public relation agencies that could not structure their own web sites appropriately be about the preparation of the web sites of institutions that they provide service with. 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