Author(s): Yener Lütfü MERT
Having become widespread, Internet has influenced public relations domain as it affected many other sectors. Besides the traditional public relations applications, digital public relations concept emerged in the literature and the domain has rapidly transformed. In general terms, digital public relations, which can be stated as the use of traditional public relations means and new virtual applications in the digital environment, has created a domain, which is more interactive, fast, flexible, and less costly. Therefore, it has started to be a part of the marketing and public relations activities of businesses. The system, which was based on a one-way information flow in the first years of the introduction of internet by means of websites and e-mails of the businesses, has turned into an environment, where the users have been included into the system and they can make comments and evaluations, and where a mutual communication is set. In this context, important means of digital public relations have been online press releases, institutional blogs, applications such as search engines, and particularly the platforms such as (Twitter, Facebook, Instagram, LinkedIn etc.) social media networks. Regardless of the sector, it is accepted that the businesses, which utilize these tools, highly contribute to institutional productivity. In this study, issues are examined such as how and in what manner the digital public relations means are used in publishing sector and what the expectations and problems are. The data were evaluated, which were obtained from the in-depth interview performed with public relations professionals of five publishing houses. Accordingly, although there was a serious tendency in publishing sector towards effective use of digital public relations means, it was determined to be used in insufficient levels. However, it is assumed that it is important for the future of the field to maintain these activities with field-expert and highly educated personnel.