Özet:

With the innovations brought by social media, the diversity in the tools used by the public relations practitioners has emerged. Instagram is one of the tools used as a public relations tool that gives the opportunity to share photos and videos. Famous people are often used because of the attraction of the attention of both the media and target audiences in the framework of various public relations activities. However, studies on its famous use in public relations in literature are limited. This study evaluates whether celebrity being in the photos that brands share on Instagram is effective in achieving public relations purposes. For this purpose, the study in 2017 selected as an example of the Nusr-Et Steakhouse Business, which is also present in traditional media as a social media phenomenon with the Salt Bae movement. The company’s Instagram account has been reviewed using 300 photo content analysis between January 1, 2016 and May 10, 2018. Photo posts are divided into themes in the form of pictures, products, the shareholder himself, the shareholder’s employees and children, the business logo, the restaurant photo, and the photos with the celebrities. The result of the study shows that the likes of being famous in the photo posts that the company shares and the number of followers changes, so the company’s promotion shows that the awareness of the target audience is created and the interest is drawn. The study is valuable in terms of showing the impact of the use of celebrity in public relations practices on the achievement of public relations goals and that celebrity is pursuing the crowds.