Özet:

Public diplomacy, from state-state relations to state-social relations and cultural relations, is the application of soft power to other countries using different institutions, tools and methods instead of traditional diplomacy. This soft power is used by various actors when applied. These actors can be the media, international organizations, civil society organizations, and can be the leaders, the press groups, and global or private enterprises. Through these actions, the governments are trying to reach their goals by forming the public. One of the most important factors that distinguish public diplomacy from traditional diplomacy is the public relations element. Public relations can play an important role in influencing the target audiences of both organizations and companies and governments. The aim of both public diplomacy and public relations activities is to develop successful communication strategies with good planning. In this context, the study has been investigated how much public diplomacy is applied by Turkey as a means of public relations with the activities of the Yunus Emre Institute in Kosovo and these activities have been analyzed in the framework of public relations and cultural communication models through the method of content analysis. The study examined the type and communication model of activities in the news that the Yunus Emre Institute published on the official website of Kosovo from 2014 to 2018, when the study was completed. According to this, it has been found that the Yunus Order Institute mostly applies activities with dual-direction asymmetric and information models. In addition, the Institute has been established as a cultural diplomatic actor in Kosovo by carrying out the activities that make it possible to promote Turkey in the cultural field and language education.

Anahtar Kelimeler: