Halkla İlişkiler Ve Gönüllülük Ekseninde Türkiye’de Kurumsal Sosyal Sorumluluk Projeleri Ve Bin Yıl Kalkınma Hedefleri
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Tarih
2017
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
Selçuk Üniversitesi İletişim Fakültesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzün en önemli sorunlarından birisi olarak yoksulluk yerel olduğu kadar küresel sonuçları da olan, sadece devlet eliyle değil, STK’lar ve tüm kurumların duyarlılık göstermesiyle çözüm aranması gereken öncelikli ve önemli evrensel sorunlardan biridir. Bir toplumda yaşayan her birey gibi varlığını içinde bulunduğu topluma, ülkeye, insanlığa borçlu olan işletmelerin de, kurumsal sosyal sorumluluklarını yerine getirmeleri, iyi birer kurumsal vatandaş olmaları kendi sürdürülebilirlikleri açısından da önem taşımaktadır. Sosyal sorumluluk projelerinin katkısı ise, işletmelerin üretim süreçlerinin bir parçası olarak gerçekleştirilen sürdürülebilirlikle ilgili uygulamalar ile kurumların iş yapış biçimi haline gelen sorumluluk anlayışıyla mümkündür. Bu nedenle sosyal sorumluluk sadece toplumsal bir geri ödeme olarak değil, bir iş yapış biçimi ve kurum kültürünün bir parçası olarak ele alınmalıdır. Mükemmel örgütlerin ilk yedi temel özelliğinin içerisinde en önemli unsurlardan biri olarak tanımlanan sosyal sorumluluk, günümüzde kurum kültürünün önemli bir bileşeni olmak zorundadır. Son yıllarda birer toplumsal organizma olarak ele alınan örgütlerin/kurumların iyi birer kurumsal yurttaş olabilmesi kurumsal sosyal sorumluluklarını yerine getirmeleriyle doğrudan ilişkilidir. Kurumsal sosyal sorumluluk anlayışının bir iş yapış biçimi haline gelmesiyle uygulamaların her adımında iletişim yönetimine duyulan gereksinim, kurumsal sosyal sorumluluğun halkla ilişkilerle doğrudan ilişkisini açıklar niteliktedir. Bu durum ise halkla ilişkilerin sadece sosyal sorumluluk projelerinin iletişiminin sürdürülmesi ve uygulanması aşamalarında değil, aynı zamanda sosyal sorumluluk anlayışının kurum kültürünün bir parçası haline gelmesi sürecinde de ne kadar önemli olduğunu ortaya koymakta ve gönüllülük kavramının altını çizmektedir. Zira Kant’a göre ancak lehte ve aleyhte sonuçları değerlendirebilme yeteneği geliştiğinde ahlaki davranışlardan söz edilebilir (Magee 2004: 136). Bu nedenle kurum kültürü ile bütünleşmiş, kurumun iş yapış biçiminin parçası olan bir projenin kurumsal sosyal sorumluluk kapsamında değerlendirilmesi olanaklıdır. Kaldı ki bazı projeler çok geniş tabanlı işbirliklerini, ortak aklı gerekli kılmaktadır. İşte bu noktada devlet, STK, özel sektör ve hatta küresel ölçekli işbirlikleri, büyük önem taşımaktadır. Günümüzde Dünya nüfusunun altıda biri günde bir dolardan az para kazanırken, iki milyar insan iki dolardan az para kazanıyor. Bu durumu dikkate alan BM tarafından dünyada pek çok sosyal problemin nedeni olan yoksulluğa çözüm üretmek üzere sekiz temel ve 18 alt başlıktan oluşan Binyıl Kalkınma Hedefleri açıklanmıştır. Türkiye Cumhuriyeti Devleti tarafından imzalanmış olan “Bin Yıl Kalkınma Hedefleri” kapsamında yer alan konular, sosyal sorumluluk alanlarına yol gösterme nitelikleri açısından son derece önemlidir. Bu çalışmada, halkla ilişkiler ile kurumsal sosyal sorumluluk arasındaki ilişki, temel başlıklar altında vurgulanmış ve Türkiye’de Capital Dergisi için, 2016 yılında Barem araştırma şirketi tarafından 2015 yılının “Türkiye’nin En Beğenilen Şirketleri’’nin saptanması amacıyla gerçekleştirilen araştırma sonuçlarına göre kurumsal sosyal sorumlulukta en başarılı bulunan ilk 3 kurum baz alınarak, söz konusu kurumların yaptıkları sosyal sorumluluk projeleri “Bin Yıl Kalkınma Hedefleri” doğrultusunda incelenmiştir. Ancak; kurumların üretim süreçlerinin bir parçası olarak gerçekleştirdikleri sürdürülebilirlikle ilgili uygulamalar, araştırmaya dahil edilmemiştir. Araştırmada, ‘Bin Yıl Kalkınma Hedefleri’ bağlamında sosyal sorumluluk projelerinin dağılımı analiz edilmiştir.
Poverty as one of the most important problems of our time which has global consequences as well as local, is one of the priority and significant universal problems that needs to be solved not only by the government but also by the sensitivity of the non-governmental organizations (NGOs) and all institutions. Like every individual living in a society, businesses that owe their existence to society, to the country, to humanity, fulfill their corporate social responsibilities and be a good corporate citizen is also important in terms of their sustainability. The contribution of social responsibility projects is possible through sustainability-related applications realized as a part of the production processes of the enterprises, and with the sense of responsibility which has become a form of business format of the institutions. Therefore, social responsibility should not be addressed solely as a social repayment, but as a business format and as part of the institutional culture. Nowadays, social responsibility which is described as one of the most important elements in the first seven basic characteristics of excellent organizations, must be a crucial component of institutional culture. The ability of organizations/institutions, which are considered as social organisms in recent years, to be good corporate citizens, is directly related to their fulfillment of corporate social responsibilities. With the concept of corporate social responsibility becoming a business format, the need for communication management at every step of the application explains the direct relationship between corporate social responsibility and the public relations. This reveals how important public relations is in the process of social relations not only for the sustainability and application of social relations projects but also for the process of becoming a part of the institutional culture of social responsibility, and underlines the concept of volunteering. Because according to Kant, ethical behavior can only be mentioned when the ability to evaluate the results of pros and cons develops (Magee, 2004: 136). Therefore, it is possible to evaluate a project which is integrated with the corporate culture and a part of the business format within the context of corporate social responsibility. Moreover, some projects require very broadly-based cooperation and common mind. At this point, government, non-governmental organization (NGO), private sector and even global scale cooperation are of great significance. Today, while one in six of the world's population earns less than one dollar a day, two billion people earn less than two dollars. Considering this situation, The Millennium Development Goals which consist of eight basic and 18 sub-headings have been announced by the UN to provide solutions to poverty which is the cause of many social problems in the world. The subjects within the scope of the "Millennium Development Goals" signed by the Republic of Turkey are extremely important in terms of their ability to guide the social responsibility areas. In this study, the relationship between public relations and corporate social responsibility was emphasized under the basic headings, and the social responsibility projects of the institutions based on the top 3 institutions found to be the most successful in corporate social responsibility were examined in the direction of "Millennium Development Goals" according to the results of the research conducted by Barem Research Company in 2016 for the Capital Magazine in Turkey in order to determine the "Most Admired Companies of Turkey" in 2015. However, sustainabilityrelated practices that institutions have implemented as part of their production processes have not been included in the research. The distribution of social responsibility projects in the context of Millennium Development Goals' was analyzed in the research.
Poverty as one of the most important problems of our time which has global consequences as well as local, is one of the priority and significant universal problems that needs to be solved not only by the government but also by the sensitivity of the non-governmental organizations (NGOs) and all institutions. Like every individual living in a society, businesses that owe their existence to society, to the country, to humanity, fulfill their corporate social responsibilities and be a good corporate citizen is also important in terms of their sustainability. The contribution of social responsibility projects is possible through sustainability-related applications realized as a part of the production processes of the enterprises, and with the sense of responsibility which has become a form of business format of the institutions. Therefore, social responsibility should not be addressed solely as a social repayment, but as a business format and as part of the institutional culture. Nowadays, social responsibility which is described as one of the most important elements in the first seven basic characteristics of excellent organizations, must be a crucial component of institutional culture. The ability of organizations/institutions, which are considered as social organisms in recent years, to be good corporate citizens, is directly related to their fulfillment of corporate social responsibilities. With the concept of corporate social responsibility becoming a business format, the need for communication management at every step of the application explains the direct relationship between corporate social responsibility and the public relations. This reveals how important public relations is in the process of social relations not only for the sustainability and application of social relations projects but also for the process of becoming a part of the institutional culture of social responsibility, and underlines the concept of volunteering. Because according to Kant, ethical behavior can only be mentioned when the ability to evaluate the results of pros and cons develops (Magee, 2004: 136). Therefore, it is possible to evaluate a project which is integrated with the corporate culture and a part of the business format within the context of corporate social responsibility. Moreover, some projects require very broadly-based cooperation and common mind. At this point, government, non-governmental organization (NGO), private sector and even global scale cooperation are of great significance. Today, while one in six of the world's population earns less than one dollar a day, two billion people earn less than two dollars. Considering this situation, The Millennium Development Goals which consist of eight basic and 18 sub-headings have been announced by the UN to provide solutions to poverty which is the cause of many social problems in the world. The subjects within the scope of the "Millennium Development Goals" signed by the Republic of Turkey are extremely important in terms of their ability to guide the social responsibility areas. In this study, the relationship between public relations and corporate social responsibility was emphasized under the basic headings, and the social responsibility projects of the institutions based on the top 3 institutions found to be the most successful in corporate social responsibility were examined in the direction of "Millennium Development Goals" according to the results of the research conducted by Barem Research Company in 2016 for the Capital Magazine in Turkey in order to determine the "Most Admired Companies of Turkey" in 2015. However, sustainabilityrelated practices that institutions have implemented as part of their production processes have not been included in the research. The distribution of social responsibility projects in the context of Millennium Development Goals' was analyzed in the research.
Açıklama
Anahtar Kelimeler
Halkla ilişkiler, Kurumsal sosyal sorumluluk, Gönüllülük, Bin Yıl Kalkınma Hedefleri, Public relations, Corporate social responsibility, Volunteerism, Millennium Development Goals
Kaynak
Selçuk İletişim
WoS Q Değeri
Scopus Q Değeri
Cilt
10
Sayı
1
Künye
Peltekoğlu, F. B., Tozlu, E . (2017), Halkla İlişkiler Ve Gönüllülük Ekseninde Türkiye’de Kurumsal Sosyal Sorumluluk Projeleri Ve Bin Yıl Kalkınma Hedefleri . Selçuk İletişim , 10 (1) , 5-31.
