Özet:

Public relations practices in the past were made with the aim of guiding, manipulating, convincing more target audiences. But it seems today that public relations practices are more aimed at developing dialogue with them than to guide, manipulate and persuade target audiences. In this direction, it is stated that the field of public relations has experienced a change in understanding in the process of development. In this study, one of the reasons for the change of understanding in the field of public relations is that the institutions are adopted world views. In this context, the study based on the literary scan first discussed the subject of institutional culture, which is the most important element that affects the formation of corporate world views, then the concept of world view, the world views related to the field of public relations and the characteristics of the world views concerned. Finally, it was attempted to figure out what points the asymmetric and symmetric world views have influenced the public relations practices of the institutions.