{"id":870,"date":"2012-03-30T03:00:00","date_gmt":"2012-03-30T00:00:00","guid":{"rendered":"http:\/\/92.45.35.169\/halkla-iliskilerin-onemi-artiyor-2\/"},"modified":"2024-07-03T14:56:10","modified_gmt":"2024-07-03T11:56:10","slug":"halkla-iliskilerin-onemi-artiyor","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/kariyer-rehberi\/halkla-iliskilerin-onemi-artiyor\/","title":{"rendered":"Halkla \u0130li\u015fkiler’in \u00f6nemi art\u0131yor"},"content":{"rendered":"

\u201cQ1 Trends Barometer Anketi 2012\u201d sonu\u00e7lar\u0131na g\u00f6re ileti\u015fim sekt\u00f6r\u00fcne 2012 i\u00e7in olumlu beklentiler h\u00e2kim. Halkla ili\u015fkiler ajanslar\u0131n\u0131n tepe y\u00f6neticilerinden yar\u0131s\u0131ndan fazlas\u0131 2011 y\u0131l\u0131na k\u0131yasla i\u015flerinin 2012\u2019de b\u00fcy\u00fcme g\u00f6stermesini bekliyor. Excel Ajans Ba\u015fkan\u0131 ve \u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 \u015eirketleri Derne\u011fi (\u0130DA) Ba\u015fkan\u0131 Figen \u0130sbir, sekt\u00f6rdeki olumsuzluklar \u00e7al\u0131\u015fan\u0131n i\u015fini zorla\u015ft\u0131rsa da 2012 i\u00e7in umutlu<\/strong><\/p>\n

Avrupa ve Asya-Pasifik b\u00f6lgelerinden T\u00fcrkiye\u2019nin de aralar\u0131nda bulundu\u011fu 18 \u00fclkenin kat\u0131ld\u0131\u011f\u0131 \u201cQ1 Trends Barometer Anketi 2012\u201d sonu\u00e7lar\u0131na g\u00f6re ileti\u015fim sekt\u00f6r\u00fcne 2012 y\u0131l\u0131 i\u00e7in olumlu beklentiler h\u00e2kim. Halkla ili\u015fkiler ajanslar\u0131n\u0131n tepe y\u00f6neticilerinden yar\u0131s\u0131ndan fazlas\u0131 2011 y\u0131l\u0131na k\u0131yasla i\u015flerinin 2012\u2019de b\u00fcy\u00fcme g\u00f6stermesini bekliyor. Di\u011fer y\u00fczde 41 ise daha dura\u011fan ko\u015fullar beklerken, yaln\u0131zca y\u00fczde 4\u2019\u00fc i\u015flerinin azalaca\u011f\u0131na inan\u0131yor. Rapora g\u00f6re en fazla b\u00fcy\u00fcmesi beklenen disiplinler ise Dijital \u0130leti\u015fim (%68), Kriz ve Konu Y\u00f6netimi (%65) ve Kurumsal \u0130leti\u015fim\/Strateji (%59) olarak s\u0131ralan\u0131yor. Ayr\u0131ca \u0130tibar Y\u00f6netimi de kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 50\u2019sinden fazlas\u0131 taraf\u0131ndan bu y\u0131l\u0131n b\u00fcy\u00fcme alanlar\u0131ndan biri olarak g\u00f6r\u00fcl\u00fcyor En az b\u00fcy\u00fcme g\u00f6stermesi beklenen alanlar ise, Etkinlik Y\u00f6netimi ve Teknoloji hizmetleri. Kat\u0131l\u0131mc\u0131lar\u0131n sadece y\u00fczde 10\u2019u bu hizmet alanlar\u0131n\u0131n b\u00fcy\u00fcmesini bekliyor.
\n\u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 \u015eirketleri Derne\u011fi (\u0130DA) \u00e7e\u015fitli \u00fcniversitelerle de e\u011fitim alan\u0131nda i\u015fbirli\u011fi yap\u0131yor. \u0130stanbul Bilgi \u00dcniversitesi ile ger\u00e7ekle\u015ftirdi\u011fi i\u015fbirli\u011fi kapsam\u0131nda Halkla \u0130li\u015fkiler Program\u0131 4.s\u0131n\u0131f \u00f6\u011frencilerinin iki d\u00f6nemlik uygulamal\u0131 laboratuvar dersi almas\u0131n\u0131 sa\u011fl\u0131yor. Ayr\u0131ca \u00f6\u011frencilerin sekt\u00f6r profesyonelleriyle bir araya gelmesi i\u00e7in ortam olu\u015fturuluyor ve ba\u011flant\u0131lar kuruluyor. \u0130stanbul \u00dcniversitesi ile yapt\u0131\u011f\u0131m\u0131z i\u015fbirli\u011fi kapsam\u0131nda ise Avrupa Birli\u011fi Halkla \u0130li\u015fkiler E\u011fitimi ve Ara\u015ft\u0131rmalar\u0131 Derne\u011fi (Euprera) ile birlikte \u0130stanbul \u00dcniversitesi\u2019nin ev sahipli\u011fi yapaca\u011f\u0131 kongrede \u0130DA da bir panel d\u00fczenleyecek. Euprera 2012\u2019nin temas\u0131 \u201cHalkla \u0130li\u015fkiler Mesle\u011finin De\u011fi\u015fimi\u201d olacak.
\n30 PR sekt\u00f6r\u00fcn i\u00e7inde sekt\u00f6r\u00fcn ba\u015flang\u0131\u00e7 ve geli\u015fme a\u015famalar\u0131na \u015fahitlik eden biri olan Excel Ajans Ba\u015fkan\u0131 ve \u0130DA Ba\u015fkan\u0131 Figen \u0130sbir, \u201c90\u2019lara kadar PR alan\u0131nda tam anlam\u0131yla ve yayg\u0131n bir fak\u00fclte e\u011fitiminden bile s\u00f6z edemiyorduk. 90\u2019l\u0131 y\u0131llarla birlikte ileti\u015fim fak\u00fcltelerinin say\u0131lar\u0131 artt\u0131. Halkla ili\u015fkilerle ilgili fark\u0131ndal\u0131k y\u00fckseldi\u201d yorumunu yap\u0131yor.<\/p>\n

T\u00fcrkiye\u2019de PR sekt\u00f6r\u00fcnde \u00e7al\u0131\u015fanlar\u0131n \u00e7al\u0131\u015fma ko\u015fullar\u0131n\u0131 nas\u0131l de\u011ferlendiriyorsunuz?<\/strong>
\nBu sekt\u00f6rde sa\u011fl\u0131kl\u0131 bir \u00f6l\u00e7\u00fcmleme yap\u0131labilmesi i\u00e7in, geli\u015fmi\u015f \u00fclkelerde uygulanan maliyet analizi y\u00f6ntemlerinin uygulanmas\u0131, \u00e7al\u0131\u015fanlar\u0131n hizmet i\u00e7in ay\u0131rd\u0131klar\u0131 vaktin do\u011fru tan\u0131mlanmas\u0131, \u00f6l\u00e7\u00fcmlenmesi ve hizmet verilen kurulu\u015ftan bu \u00e7er\u00e7evede dan\u0131\u015fmanl\u0131k \u00fccreti talep edilmesi bu sorunlar\u0131n \u00fcstesinden gelinmesi i\u00e7in esas. Ancak bunun T\u00fcrkiye\u2019de yap\u0131lamad\u0131\u011f\u0131n\u0131 rahatl\u0131kla s\u00f6yleyebiliriz. Bu nedenle de \u00e7o\u011fu PR firmas\u0131 tesad\u00fcfi kazan\u00e7larla ve s\u00fcrd\u00fcr\u00fclebilir bir kurumsall\u0131\u011f\u0131n \u00f6n\u00fcndeki engellerle sava\u015farak, y\u0131ll\u0131k \u00f6ng\u00f6r\u00fclerini ihtimal hesaplar\u0131na dayand\u0131rarak yapmak zorunda kal\u0131yor. Bunun bedelini de \u00e7al\u0131\u015fanlar\u0131na \u00f6detmek zorunda kal\u0131yorlar. Tutars\u0131z ya da \u00f6ng\u00f6r\u00fcs\u00fcz \u00fccret politikalar\u0131, yo\u011fun ve uzun mesailer, pek \u00e7ok uzmanl\u0131\u011f\u0131n ayn\u0131 anda bir \u00e7al\u0131\u015fandan beklenmesi gibi sorunlar, bu temel meseleden kaynaklan\u0131yor.<\/p>\n

Bu olumsuz \u00e7al\u0131\u015fma ko\u015fullar\u0131 ne gibi problemler do\u011furuyor?<\/strong>
\nBu da sekt\u00f6re \u00e7al\u0131\u015fan memnuniyetsizli\u011fi ve insan kayna\u011f\u0131n\u0131n s\u0131k s\u0131k firma de\u011fi\u015ftirmesi (Turnover) olarak geri d\u00f6n\u00fcyor. Bu Turnover elbette hizmet kalitesine ve kurumlar\u0131n ileti\u015fim sekt\u00f6r\u00fcnden ald\u0131\u011f\u0131 hizmetin kalitesine de yans\u0131yor. D\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de bu sekt\u00f6rde \u00e7al\u0131\u015fan herkesin ileti\u015fim fak\u00fcltesi mezunu olmas\u0131 bir zorunluluk de\u011filken, g\u00fcn\u00fcm\u00fcz T\u00fcrkiye\u2019sinde PR sekt\u00f6r\u00fcnde \u00fcniversite mezunu ileti\u015fimci konusunda bir enflasyondan s\u00f6z edebiliriz. \u015eu anda sekt\u00f6r PR \u015firketi say\u0131s\u0131, ileti\u015fim fak\u00fcltesi mezunu ve hizmet almaya istekli kurumlar a\u00e7\u0131s\u0131ndan niceliksel olarak h\u0131zla b\u00fcy\u00fcme g\u00f6zlenmekle birlikte, niteliksel olarak ayn\u0131 h\u0131zdan s\u00f6z etmek i\u00e7in erken. \u00c7\u00fcnk\u00fc sekt\u00f6r bir nevi deneme yan\u0131lma ile yol al\u0131yor ve m\u00fc\u015fteri ile hizmet veren aras\u0131ndaki ili\u015fki bir deneyler silsilesine d\u00f6n\u00fc\u015f\u00fcyor. Bu durum da kurumsal ve s\u00fcrd\u00fcr\u00fclebilir bir PR ekonomisi yaratmak isteyen kurumlar\u0131n elini zay\u0131flat\u0131yor.<\/p>\n

Analitik d\u00fc\u015f\u00fcnme ve duygusal zeka gerekiyor
\nSekt\u00f6rdeki insan kayna\u011f\u0131 a\u011f\u0131rl\u0131kl\u0131 olarak hangi b\u00f6l\u00fcmlerde e\u011fitim g\u00f6r\u00fcyor?<\/strong>
\nBiz Excel \u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 olarak elbette ileti\u015fim fak\u00fcltelerinden mezun olarak gelenlere, bu alan\u0131 bile isteye se\u00e7mi\u015f olduklar\u0131, di\u011fer ki\u015filere nazaran daha istekli ve bu alanda ilerde olduklar\u0131 \u00f6n kabul\u00fc ile \u00f6ncelik veriyoruz. \u0130leti\u015fimciler kadar, di\u011fer sosyal bilimlerden mezun olanlar,\u00a0 i\u015fletme, edebiyat, m\u00fchendislik, uluslararas\u0131 ili\u015fkiler ve daha pek \u00e7ok farkl\u0131 alandan gelenler bu sekt\u00f6rde \u00e7al\u0131\u015f\u0131yor. Bu sekt\u00f6rde \u00e7al\u0131\u015fmak e\u011fitimli olmak kadar analitik d\u00fc\u015f\u00fcnme yetene\u011fi de gerektirdi\u011finden e\u011fitimlerinden ziyade analitik d\u00fc\u015f\u00fcnme yetenekleri ve ilave olarak duygusal zekalar\u0131 sayesinde bu sekt\u00f6rde ba\u015far\u0131 g\u00f6steriyorlar.<\/p>\n

Sekt\u00f6re \u00f6zg\u00fc e\u011fitimler neler?<\/strong>
\nBizim mesle\u011fimiz pratikle \u00f6\u011frenilen bir meslek. Mesle\u011fe \u00f6\u011frencilik d\u00f6neminde ilk ad\u0131m at\u0131lsa bile ard\u0131ndan mutlaka sahada kendini geli\u015ftirmek gerekir. \u0130DA\u2019n\u0131n d\u00fczenledi\u011fi \u201c\u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 Sertifika Program\u0131\u201d akademisyenlerden kurumsal ileti\u015fimcilere, medyadan halkla ili\u015fkilercilere kadar uzanan geni\u015f bir yelpaze i\u00e7inde yer alan e\u011fitmenler kanal\u0131yla veriliyor. Bu e\u011fitimler tecr\u00fcbe kazanm\u0131\u015f ki\u015filerin destekledi\u011fi \u00f6rneklerle peki\u015fiyor. Teori\u011fi tamamlayan ve pratik tecr\u00fcbelerin aktar\u0131lmas\u0131n\u0131 sa\u011flayan bu e\u011fitim, ayn\u0131 zamanda bir tan\u0131\u015fma ve bulu\u015fma etkinli\u011fi olarak da \u00f6nem kazan\u0131yor.<\/p>\n

E\u011fitimlerin i\u00e7eri\u011finden bahseder misiniz?<\/strong>
\nE\u011fitimlerin 6 hafta 36 saat s\u00fcrece\u011fi \u201c\u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 Sertifika Program\u0131\u201d hakk\u0131nda daha fazla bilgiye ula\u015fmak ve e\u011fitimlere kay\u0131t yapt\u0131rmak isteyenler www.ida.org.tr<\/a> sayfas\u0131n\u0131 ziyaret edebilirler. Ayr\u0131ca \u0130DA olarak ileti\u015fim alan\u0131nda yak\u0131nda ba\u015flatmay\u0131 planlad\u0131\u011f\u0131m\u0131z bir e-learning projemiz de var. E-learning projemiz ile amac\u0131m\u0131z ileti\u015fim alan\u0131ndaki e\u011fitimleri, internetin sa\u011flad\u0131\u011f\u0131 olanaklar\u0131 kullanarak \u0130stanbul d\u0131\u015f\u0131na da ula\u015ft\u0131rmak ve bu i\u015fin \u00f6nc\u00fcl\u00fc\u011f\u00fcn\u00fc \u00fcstlenmek. Ayr\u0131ca kuruldu\u011fumuzdan beri her y\u0131l ileti\u015fim fak\u00fcltesi olan \u00fcniversiteler ile i\u015fbirli\u011fi yaparak, yaz d\u00f6neminde ileti\u015fim \u00f6\u011frencilerinin \u0130DA \u00fcyesi dan\u0131\u015fmanl\u0131k ajanslar\u0131nda staj yapmas\u0131n\u0131 sa\u011fl\u0131yoruz. Bunlar e\u011fitim alan\u0131nda verdi\u011fimiz hizmetlerden sadece baz\u0131lar\u0131.<\/p>\n

Sekt\u00f6r\u00fcn gelece\u011fini nas\u0131l de\u011ferlendiriyorsunuz?<\/strong>
\n\u0130leti\u015fim alan\u0131nda t\u00fcm ileti\u015fim y\u00f6ntemlerinin giderek birbirine entegre olmas\u0131yla birlikte 360 derecenin \u00f6nemi art\u0131yor. Bir uzmanl\u0131k alan\u0131 olarak halkla ili\u015fkiler, de\u011ferini ve \u00f6nemini art\u0131rmakla birlikte, ileti\u015fimin di\u011fer disiplinleriyle da kol kola hareket etmesi \u00f6nem kazan\u0131yor. Sosyal medya ve internet sayesinde yeni \u00f6l\u00e7\u00fcmleme y\u00f6ntemleri ortaya \u00e7\u0131k\u0131yor. Sosyal medyan\u0131n itibar ve alg\u0131 y\u00f6netimi a\u00e7\u0131s\u0131ndan a\u00e7t\u0131\u011f\u0131 yeni ufuklar da reklam e\u015fde\u011feri y\u00f6ntemiyle yap\u0131lan yanl\u0131\u015f \u00f6l\u00e7\u00fcmlemenin devre d\u0131\u015f\u0131 kalmas\u0131n\u0131n h\u0131zlanmas\u0131 a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck fayda sa\u011flayacakt\u0131r g\u00f6r\u00fc\u015f\u00fcndeyim.<\/p>\n\n

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\u201cQ1 Trends Barometer Anketi 2012\u201d sonu\u00e7lar\u0131na g\u00f6re ileti\u015fim sekt\u00f6r\u00fcne 2012 i\u00e7in olumlu beklentiler h\u00e2kim. Halkla ili\u015fkiler ajanslar\u0131n\u0131n tepe y\u00f6neticilerinden yar\u0131s\u0131ndan fazlas\u0131 2011 y\u0131l\u0131na k\u0131yasla i\u015flerinin 2012\u2019de b\u00fcy\u00fcme g\u00f6stermesini bekliyor. Excel Ajans Ba\u015fkan\u0131 ve \u0130leti\u015fim Dan\u0131\u015fmanl\u0131\u011f\u0131 \u015eirketleri Derne\u011fi (\u0130DA) Ba\u015fkan\u0131 Figen \u0130sbir, sekt\u00f6rdeki olumsuzluklar \u00e7al\u0131\u015fan\u0131n i\u015fini zorla\u015ft\u0131rsa da 2012 i\u00e7in umutlu Avrupa ve Asya-Pasifik b\u00f6lgelerinden T\u00fcrkiye\u2019nin […]<\/p>\n\n

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