Özet:

This research aims to draw a theoretical and empirical framework for explaining how the environment affects public relations decisions. Thus, it aims to discuss the factors that affect the public relations practices, to explain the relations between these factors and to explore the points of origin of the decisions taken in public relations. In the research, public relations practitioners of the companies that are on the list of Turkey’s 100 most valuable brands prepared by Brand Finance were interviewed. With cognitive mapping method, centrality ratios and densities of factors affecting public relations decisions were analysed, cognitive mapping template and neighbourhood matrix were formed. According to the results, in the decisions of public relations, the internal factors, especially the decision makers and the cost factors, are more prevalent than the macro environment. On the other hand, it has been observed that social media and country agendas have an important influence on public relations decisions.

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