Özet:

"Negative public relations" defined as the non-compensative distribution of negative or even malicious news about an individual or institution through the media or oral communication, are addressed within the framework of strategic communication management. Since public relations practices are mostly oriented towards creating a positive image; it is very little found in literature that the concept of negative public relations is based on consciously producing negative content and destroying competitors. Framework strategies used in public relations practices, which aim to create a change in the desired direction in the ideas, attitudes and behaviors of both the organization and the target audience, can ensure the preservation of the corporate image and reputation against the practices of negative public relations. The aim of this study is to discuss that negative public relations practices can lead to new generation corporate crises among competitors. The importance of the concept in terms of strategic communication management in the framework of the study has been revealed through industry examples. The conclusion has been made that their competitors’ performance-based and values-based negative public relations practices can damage the brand’s corporate reputation and that it is important that public relations experts also have the “quarters” they can manage in these conditions.