The Effect of Public Relations Practices, Medium and Tools on Business Projects in the Scope of Sustainability: Case of Sustainable Business Awards 2020

Tozlu Öztay E., Üçler N.

Fifth International Conference on Natural Resources and Sustainable Environmental Management, Lefkoşa, Kıbrıs (Kktc), 8 - 12 Kasım 2021, ss.1-15

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: Lefkoşa
  • Basıldığı Ülke: Kıbrıs (Kktc)
  • Sayfa Sayıları: ss.1-15
  • İstanbul Gelişim Üniversitesi Adresli: Evet

Özet

In addition to meeting consumer needs with the increase of competition; studies focused on economic, social and environmental sustainability have become a necessity in today's business environment. Within the scope of the concept of corporate social responsibility, which is indispensable for businesses today, the existing literature especially draws attention to the importance of sustainability in this direction a corporate strategy focused on sustainability can add value to the brand and develop good relations with the consumer. Businesses attach more importance to sustainable-oriented works that take care of social benefit as well as corporate growth and profit-oriented works. When various academic studies conducted in this context are examined; It is revealed that public relations practices, medium and tools are needed for the realization of the concept of sustainability and the formation of an understanding of corporate sustainability. In this context, it is observed that the projects within the scope of sustainability realized in many sectors are public relations practices or benefit from public relations medium and tools. The aim of the study is to reveal that public relations is an important managerial function for the implementation of business practices within the framework of sustainable development. Within the scope of this purpose; Sustainable Business Awards 2020 was chosen as the sample and a case study was conducted on projects that received awards in different categories in 2020. The public relations practices of award-winning sustainable projects were examined. As a result of the analyzes carried out; the majority of sustainable business projects are directly proportional to the concept of public relations; It was concluded that other projects benefited from public relations medium and tools.

Keywords: Sustainable Development, Corporate Sustainability, Public Relations, Sustainable Business Awards 2020