Use Of New Communication Channels In Public Relationship Models

Communication is one of the most basic concepts from past to present. With the developing technology, the importance of communication in this age is increasing day by day. The concept of public relations, which has different definitions, is generally expressed as a communication management. One of the tools that are effective in public relations as mass communication and most importantly is interactivity. In classic public relations models, one-way structure of communication is emphasized; With the transition to new communication channels, the structural nature of communication has changed and the new bi-directional structure has been exposed. Contrary to the unidirectional and fictitious structure of the original public relations models, importance is given to new models where mutual communication and feedback are dominant and the importance of the target audience is noticed. . Because communication has affected the life experiences of both the individual and the society, it has made the field of public relations much wider and more effective. The aim of this study is to examine the communication-based structure of the models that have an impact on the development of public relations in history and the relations between each other, and to examine the new communication channels that emerged, especially the transforming structures with the internet.