Özet:

As the digital speech fields have become social realities, the public relations strategies of the organizations have also begun to be linked to the new media. This has also transformed the forms of interaction between the public and the organizations. The public, on the one hand, became more accessible to organizations, and on the other hand, increased the potential to create crisis. Considering this situation, it provides important data to look at the public relations strategies implemented by local governments through social media platforms and to make the political codes of the relationship between the organization and the public visible. This study analyzes the public relations strategies carried out by the Tunceli Municipality to prevent the hunting of the mountain goats in Dersim, through the relevant statements reflected in the Twitter accounts of the municipality and the mayor. The aim is to reveal and discuss the ideological context of the public relations practice, which has a hegemonic contradiction with the system of a public institution. In this context, Laclau and Mouffe's speech theory and Manuel Castells' network society conceptualization feed the methodology of study. The main reason for this theorist is the purpose of understanding the public’s position as a constructive or destructive actor in public relations strategies.

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