Özet:

The purpose of the study is to examine the letters of the corporate managers contained in the framework of annual reports and to evaluate how the public relations story in these letters is structured. In this context, the general director/CEO message departments included in the 2018 annual activity reports of Arçelik, Garanti Bank, Migros and Turkcell, which are included in the first 12 most valuable brands report of Turkey, which was determined by Brand Finance in 2018, were chosen as an analysis unit and examined by speech analysis. The topics most frequently dealt with in the CEO letters are "environmental factors", "social responsibility", "financial reporting", "reward/success", "substance and growth" and "marketing karma" respectively. It has been revealed that the CEO’s letters, the statement community, established the relationship between language and context in the context of speech analysis through the “first multi-person” (we). The CEOs have determined that global developments are closely monitored under the theme of "environmental factors" and that the corporate life is transmitted through success / rewards. In CEO's letters, it is concluded that the topic of corporate social responsibility is often formed in the sponsorship, public benefit and entrepreneurship codes in the last section, and that the phrases of the past and present are clearly majority.

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