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2. RELAȚIILE PUBLICE

PUBLIC RELATIONS

1-Introduction

Public, non-governmental or private sector institutions or individuals live in a society and are a whole of the environment they live in. From this point of view, it takes place in a social environment; affects the environment and is also affected by the environment. This interaction between the organization and the environment is also considered as a systematic whole. The effect of the institution on its environment is valid not only for the external environment, but also for the internal environment.

Public relations; It is a concept that includes the understanding, behavior and methods related to the organization's learning about its relations with its environment, the effects of the environment on the organization's objectives, functions and corporate behavior, and the organization's influencing its environment.

For this reason, public relations are important for every organization, organization management to know and evaluate the environment and to take precautions against changes in the environment.

Public relations also has an important role in explaining and adopting the aims, policies and activities of the organization to the public. With this two-way feature, public relations should be understood as a managerial function in the relations of organizations with their environment.

However, in many institutions or organizations, there are important problems in terms of both the meaning and application of public relations. In fact, the fact that it is a public institution, a political institution, a non-governmental organization or a private sector institution differs in the public relations policies and practices of that institution.

However, especially in recent years, both public institutions and local governments have been going overboard in some of their public relations and similar practices, sometimes confusing them with propaganda or marketing.

Public relations; it is sometimes perceived as "gaining the sympathy of the public". This understanding sometimes leads to important problems in practice. Public relations sometimes cause problems between the institution and its internal or external public. Public relations is not a good relationship between the publics of the institution.

In addition, in certain institutions, public relations may be a planned, persuasive communication effort designed to "attract the public or the public, to mobilize it," or to influence designated audiences.

Persuasive communication is important especially in NGOs, which is our subject, and persuasion comes to the fore.

At the same time, for an NGO, the public relations institution should also be prioritized and the importance of the institution in society should be emphasized by highlighting the institution. However, what needs to be considered here is to give the truth without leaving the ethical principles and to emphasize only the truth is very important for the sustainable image of the institution. In addition, a good image should be created and this image should be highlighted in the promotion of the institution.

 

 

 

The basic idea in promoting the organization is to explain the goals, policies and activities of the organization, and to inform the general and private publics on these issues.

It seems important that the Consumer associations, which are our subject, generally have problem-solving features and aim to influence with politics and propaganda, to raise a critical awareness especially to the public consumers, and to put this at the forefront in their promotions.

Consumer associations sometimes have to deal with a constant problem regarding the consumer. In order for consumers to be the first point of reference for their questions and problems, they should put forward their promotional and public relations activities by taking these aspects into consideration.

For consumer associations, public relations can be defined as an effort to provide information to consumers, to persuade consumers to influence their attitudes and behaviors, and to mutually integrate the attitudes and actions of consumers with which the organization is concerned.

In reality, the importance of public relations in the execution of all activities of a consumer association is clearly evident. Here, too, it is necessary to evaluate the attitudes, thoughts and behaviors of the public, which is one of the important functions of public relations, to observe the public interest of the establishment's policies and activities, and to demonstrate a planned, programmed and continuous management process aimed at providing an understanding and acceptance in the public.

A consumer association that makes good use of public relations;

· Measuring, evaluating and interpreting the attitudes of consumers and other publics (concerned consumer activists, politicians, educators, other NGO representatives) on the issue,

Increasing the acceptance and understanding of the institution in the society,

It should carry out activities such as observing the interests and problems of consumers, taking the philosophy of consumerism to the forefront, with the public interest at the forefront.

While carrying out all these activities, certain principles should be taken into account;

Honesty; With this principle, which is one of the basic principles of public relations, a consumer association; honorable operation encompasses reliability and accuracy. Without separating all the activities of a consumer association from reality