Özet:

With the innovations brought by social media, the tools used by public relations practitioners have varied. Instagram which gives the opportunity to share photos and videos is one of the tools used as a public relations tool. Celebrities are frequently used within the scope of various public relations activities although they attract the attention of both the media and the target groups. However, in literature, studies on celebrities in the field of public relations are limited. In this study, it is evaluated whether the presence of celebrities in the photos shared by the brands in Instagram is effective in achieving public relations objectives. For this purpose, Nusr-Et Steakhouse which is a social media phenomenon with the Saltbae (sprinkling salt) movement in 2017, which was also included in the traditional media was selected as an example. The photos of the company on Instagram from 01 January 2016 to 10 May 2018 have been examined using content analysis. Photo posts are devoted to themes such as landscapes, products, the owner, photos of the owner with his employees and children, logo, restaurant photo and celebrities. As a result of the study, it is revealed that the presence of celebrities in the photo shared by the company caused an increase in the number of likes and followers. Thus, the publicity of the company is made and the awareness of the target groups is created and attracted attention. The study contributes to the literature in terms of showing the effect of using celebrities in public relations practices. The study is valuable in terms of demonstrating that celebrities chase the masses.

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