Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Digital Public Relations Practices

Author(s): Serdar Vural Uygun, Esra Sipahi Dongul

 Public relations activities, which are managed in order to ensure and maintain positive communication between the target groups of the institutions and the public, have started to be carried out in the digital environment through social media. It is foreseen that public institutions and organizations also carry out digital rights relations practices in order to protect corporate reputation with online reputation management, which is a function of public relations.

In this direction, this research consists of two parts. In the first part of the study; The concept of public relations, digital public relations practices, corporate reputation concept and online reputation management and digital public relations practices carried out in public institutions are explained. In the second part of the study, the social media accounts of the Ministry of National Education were discussed and the posts from the date when the educational activities started to be carried out remotely until the end of the year (16 March - 31 December 2020) were examined.

It has been tried to determine how the digital public relations studies they applied in these posts affect the corporate reputation by making interaction analysis. This study is important in terms of determining how the digital public relations practices of the Ministry of National Education, the reflections of the obscurity experienced in the public after the start of distance education, on social media, and how it affects the corporate reputation of the institution.

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