Özet:

The effect of globalization all over the world has led to a rapid change in the structures of all kinds of businesses. They have started to feel that they should implement the communication strategies more efficiently on this era in which the information is produced and delivered intensively in a short period of time in parallel with the developments in the technology area. Accordingly, the public relations industry has to differentiate and evolve itself by depending on this movement. In this study, it is particularly emphasized how “public relations” has turned into the concept of “public engagement” and different expectations coming from different groups of people in this process. We basically try to evaluate global crisis, new leadership approach, new social networks, brand new concepts and public engagement activities in the light of the changing roles of businesses in this paper

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