Özet:

In the intense competitive environment brought by globalization, it is increasingly important how institutions reflect themselves to the public. In addition to the production of goods or services, the relationships that they establish with the public also affect their level of reputation. In this context, a consistent, balanced and uninterrupted communication performance has become inevitable for the institutions. It is a key process for institutions to their goals in their relations with the public and to adapt to environmental factors that lead to the re-definition of the institution’s vision. This goal and process of adaptation requires the systematic use of communication resources. Corporate Communications Management, which is conceptualized in this context, is of great importance for the determination of the framework that meets the needs of public relations, for the creation/development/protection of the corporate reputation and ultimately for the guarantee of corporate sustainability. In this study, the relationship between corporate communication management and public relations based on the creation and use of communication resources has been drawn up. The expression "institution" used in the work content contains an entirely comprehensive meaning to both public and private institutions. The study concluded that the institutions that adopted corporate communication management could be more successful in public relations and in this context there was a positive and linear relationship between corporate communication management and public relations.

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