Open AccessCONSENSUS ORIENTED PUBLIC RELATIONS AS A SOCIAL THEORETICAL APPROACH
Author(s) -
Ali Fikret Aydın
Publication year - 2021
Publication title -
zeitschrift für die welt der türken
Language(s) - English
Resource type - Journals
eISSN - 1869-2338
pISSN - 1868-8934
DOI - 10.46291/zfwt/130120
Subject(s) - communicative action , consensus theory , action (physics) , scope (computer science) , face (sociological concept) , democracy , public relations , sociology , common ground , conflict resolution , process (computing) , political science , epistemology , social change , social science , computer science , law , politics , programming language , philosophy , physics , communication , quantum mechanics , operating system
Consensus-oriented public relations, which is considered within the social theoretical approach, is a model developed by Roland Burkart. The basic point on which the model is based is the concept of "consensus" mentioned by Habermas in his communicative action theory. Achieving consensus in communicative action depends on the efforts of the parties to understand each other. However, it is important to ensure equal conditions in the communication process and to create a democratic discussion environment. Thus, it may be possible to reach an consensus between institutions and target audiences in terms of public relations. The consensus-oriented public relations approach emphasizes that conflict resolution can be achieved when both sides develop the potential to understand each other in the face of a problem to be experienced between the institution and the target audience. At this point, it can be said that symmetrical public relations will facilitate understanding. As Habermas emphasized, a rational discussion and dialogue is the most effective way to bring the parties to an consensus. Consensus-oriented public relations model is explained within the scope of the study as a compilation. It is thought that this approach can contribute to institutions, especially in conflict management. Keywords: Consensus-Oriented Public Relations, Burkart, Theory of Communicative Action, Habermas.