RELATIONAL APPROACH TO PUBLIC RELATIONS: FIELD STUDENTS PERCEPTIONS OF RELATIONAL DIMENSIONS
There are several dimensions directed to measuring relationships in public relations. For measuring relationships, it is important how these dimensions are persuaded, as well as what they are. Along with communal change and the developments in communication technologies, relational approach is exten...
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| Auteurs principaux: | , |
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| Format: | article |
| Langue: | DE EN FR TR |
| Publié: |
Fırat University
2019
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| Accès en ligne: | https://doaj.org/article/72104dd1ca524b69b83e62d38e41aa37 |
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| Résumé: | There are several dimensions directed to measuring relationships in public relations. For measuring relationships, it is important how these dimensions are persuaded, as well as what they are. Along with communal change and the developments in communication technologies, relational approach is extending and covering new concepts. For this reason, it is important to measure the perceptions of public relations students in seeing how the perception of ‘relation’ is changing. Within this research, an open-ended question form including the six dimensions of Hon and Grunig’s (1999) Relationship Scale was handed to the students and they were asked to write a tweet about their perceptions of each concept. 90 valid forms and 526 tweets (statements) were received and these statements have been content analyzed. In the results of the analysis, 24 themes occurred within six dimensions. At least one theme within one dimension included negative statements about public relations but the remaining majority of themes all included positive statements. It is noticed that the items of the original scale and the themes that appeared in the research are substantially common but also new concepts and statements, which may be used as new scale items have emerged. |
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