Özet:

The cultural approach, placed as an alternative to functional/administrative approach in public relations, has challenged the argument that public relations have been a function of management in recent years. This approach is based on the idea that public relations are a cultural function and therefore associated with the creation of meaning in society. Therefore, the cultural perspective claims that public relations are a form of narrative, even a story-telling, and that public relations experts are narratives. This study also establishes the theoretical connection of public relations with the narrative of public relations, based on the idea that public relations are the narrative of the story of today. In this theoretical framework, the research explores how popular biographies play a role in the creation of stories for institutions. In this regard, the Vehbi Koç biographies published in the corporate magazine of Koç Holding from Us News have been selected as a sample and studied by the method of documentation. Vehbi Koç biographies, which are read as part of the public relations activity of Koç Holding, have come to the conclusion that Vehbi Koç is represented as a patriotic, working businessman and entrepreneur, charitable, traditionally attached, passionate, humble person.

Anahtar Kelimeler: