Kurumsal sosyal sorumluluk: Halkla ilişkiler açısından bir değerlendirme
Küçük Resim Yok
Tarih
2008
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde, işletmelerin sadece ticari amaçları doğrultusunda hareket edemeyecekleri aynı zamanda toplumun ekonomik ve sosyal gelişimine katkıda bulunması gerektiği anlayışı benimsenmiştir. Kurumsal sosyal sorumluklarını iş stratejilerinin ayrılmaz bir parçası olarak ele almayan kuruluşların hangi şartlarda olursa olsun başarısızlığa mahkum olacağı genel kanı haline gelmektedir. Konuya bu açıdan yaklaşıldığında sosyal sorumluluğun günümüz işletmeleri için vazgeçilmez uygulamalardan biri haline geldiği söylemek yanlış olmayacaktır.Kurumsal sosyal sorumluluk, günümüz iş hayatının en çok konuşulan, tartışılan uygulama alanlarından bir tanesi haline gelmiştir. İşletmelerin sosyal sorumluluğu üretimden tüketime kadar tüm faaliyetlerde topluma zarar vermeden, insan yaşamına iyileştirme yönüyle katkı sağlayan, toplum yararı için oluşmuş bir sorumluluk olarak değerlendirilmektedir.Halkla ilişkiler işletmenin ilgili tüm paydaşlarıyla iletişiminden ve işletmenin itibarını yönetmekten sorumlu işletme fonksiyonudur. Kurumsal sosyal sorumluluk, paydaş iletişimini sağlıklı biçimde yürütmek ve işletme itibarına olumlu katkı sağlayabilmek için halkla ilişkiler uzmanlarına önemli fırsatlar sunmaktadır. Ancak bu fırsatlardan yararlanabilmek için halkla ilişiler uzmanlarının sosyal sorumluluk kampanyalarını doğru planlaması, uygulaması ve değerlendirmesi gerekmektedir.Tezde öncelikle sosyal sorumluluk kavramına ilişkin ayrıntılı bir değerlendirme yapılmış, daha sonra sosyal sorumluluk halkla ilişkiler ilişkisi incelenmiş, uygulama kısmında ise Türkiye'de kurumsal sosyal sorululuk konusu ile ilgili mevcut durum, gelecek beklentileri ve halkla ilişkiler çalışanlarının kurumsal sosyal sorumluluk ile ilgili tutumları ortaya çıkarmaya yönelik bir araştırma yapılmış, elde edilen veriler SPSS programı ile değerlendirilip yorumlanmıştır
Today, the approach that the organizations can not act only with their commercial objectives but at the same time they need to contribute to the social and economical development of the society has been adopted. The idea that the organizations which do not consider their organizational responsibilities as an inseparable part of their work strategy, will inevitably fail whatever the circumstances are, is now becoming a widespread conviction. When approaching the issue from that point of view, it would not be wrong to state that social responsibilities are indispensable implementations of the organizations of our day. Organizational social responsibility has become one of the most talked about, discussed implementations area of business life today. The social responsibility of the organizations are evaluated as a responsibility formed for the benefit of the society, that contributes to the betterment of the human life, without harming the society in all activities from production to consumption.Public relations are the organization function responsible of the communication with the shareholders of the organization and of managing the reputation of the company. Organizational social responsibility offers important opportunities to public relations experts who will execute the shareholder communication in a healthy way and who will contribute to the reputation of the organization. However, in order to benefit from these opportunities, the public relations experts need to plan implement and evaluate the social responsibility campaigns correctly.In the thesis, a detailed evaluation has been made first, and then the relationship between the social responsibility and public relations was analyzed, and in the section for implementation, a research has been made directed to find out about the existing situation in Turkey related to the issue of organizational social responsibility, expectations from the future and the attitudes of the public relations employees related to the organizational social responsibility, and the data obtained were evaluated with SPSS programme.
Today, the approach that the organizations can not act only with their commercial objectives but at the same time they need to contribute to the social and economical development of the society has been adopted. The idea that the organizations which do not consider their organizational responsibilities as an inseparable part of their work strategy, will inevitably fail whatever the circumstances are, is now becoming a widespread conviction. When approaching the issue from that point of view, it would not be wrong to state that social responsibilities are indispensable implementations of the organizations of our day. Organizational social responsibility has become one of the most talked about, discussed implementations area of business life today. The social responsibility of the organizations are evaluated as a responsibility formed for the benefit of the society, that contributes to the betterment of the human life, without harming the society in all activities from production to consumption.Public relations are the organization function responsible of the communication with the shareholders of the organization and of managing the reputation of the company. Organizational social responsibility offers important opportunities to public relations experts who will execute the shareholder communication in a healthy way and who will contribute to the reputation of the organization. However, in order to benefit from these opportunities, the public relations experts need to plan implement and evaluate the social responsibility campaigns correctly.In the thesis, a detailed evaluation has been made first, and then the relationship between the social responsibility and public relations was analyzed, and in the section for implementation, a research has been made directed to find out about the existing situation in Turkey related to the issue of organizational social responsibility, expectations from the future and the attitudes of the public relations employees related to the organizational social responsibility, and the data obtained were evaluated with SPSS programme.
Açıklama
Anahtar Kelimeler
Halkla İlişkiler, Public Relations, Kurumsal sorumluluk, Institutional responsibility
