Abstract:

As a social media tool, Twitter makes the public relations in public institutions process more effective and controllable. In public relations in public institutions, it is seen that institutions can communicate widely with their target audiences via Twitter. In addition, it has become commonplace for the target audience to create their own content and to react to the messages of public institutions on Twitter, and it has become possible for them to set the agenda by forming public opinion in any positive or negative situation that concerns them. Within the scope of this study, it is investigated how the application of career steps in teaching is reflected on the target group during the studies of the Ministry of National Education's Teaching Profession Law. The reactions of the teachers, who are the primary target audience of this study, on the Twitter platform were investigated by sentiment analysis and the data obtained were presented. Within the scope of the research, the time period in which the Teaching Profession Law studies were carried out was considered as four periods covering the dates 1 December 2021 – 24 November 2022. The dataset used in the study consists of a total of 10,000 tweets, which are divided into four periods with the Twitter API and 2500 randomly drawn from each period, but limited to some tags related to the relevant law. Orange program was used in the process of collecting, recording, processing, analyzing and visualizing the data. As a result of the study, the importance of Twitter in public relations in public institutions and the effective role of data processing in shaping public relations in public institutions policies have been clearly seen.

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