THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS E. Pelin BAYTEKİN*, Mine YENİÇERİ ALEMDAR**, Nahit Erdem KÖKER*** ABSTRACT The changes in the dimensions of public relations, due to the globalization effect on the business enterprises, are remarkable. In this manner, the relationship of public relations with re-engineering, total quality management, six sigma approach, event management, crisis management, reputation management, knowledge management and customer relationship management is evaluated in this study. Moreover, after establishing these interactions, the relationship between public relations and brand management will be evaluated as well. Keywords: Brand Management, Public Relations, Globalization. INTRODUCTION It is possible to say that the process of globalization –which is used to define any conceptual change in the world from economics to culture- is being emerging till the 80’s. There are different ideas about historical process of the globalization that can be defined as “compression of the world and increasing consciousness of perception of assuming as one place as a concept” (as cited in Aslanoğlu, 1998:124, Waters, 1995:1). There is an on going argument about the fact of globalization. Some authors believe that it is not a new fact *
Assist. Prof. Dr. , Department of Public Relations and Publicity Communication Faculty, Ege University, Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege
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Journal of Yasar University, 3(11), 1487-1507
THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS
instead it is an existing process since the history; some debate that globalization emerged at the same time as modernization and capitalism; at last some authors claim that globalization emerged in the recent years. As discussion continues about this topic, it should not be ignored that there are serious changes and improvements in every area with globalization. It is a fact that globalization is not a one dimensional event. Therefore there are three different dimensions of this event; economic, political and social-cultural. There are serious changes in view of customers and business enterprises with rising globalization. With the forcing effect of competition, business enterprises are changing their operating manual and are forced to differentiate themselves from others. Therefore it started a process of beginning to gain profit of new management, customer centered, paying attention to customer demands and needs, reconstructing product and services because of demands and it becomes important of customer satisfaction, faith, complaint, corporate image and reputation, value based marketing and communication activities. With that change of business enterprises, it was observed that customers were also changing. Nowadays customer became asking for immediate satisfaction of services and product, not sacrificing that satisfaction for future, paying attention to form rather than content, adopting symbolic consumption, wanting to try services and products before consumption, asking for pleasure in every process of consumption and trying to find that pleasure on brands. With globalization, which caused these changes, improvements make public relations to gain different dimensions. It is rather than having a cocktail or writing press journal, public relations job far more efficient to business management by being a management function. In recent days it became “public relations concept that communicating with target mass of people gaining and spreading information from organizational...