ONLINE PRESS RELEASES IN DIGITAL PUBLIC RELATIONS: A REVIEW OF AIRLINES' PRESS RELEASES

Authors : İbrahim Çataldaş

Pages : 253-272

Doi:10.47107/inifedergi.1515309

View : 79 | Download : 45

Publication Date : 2024-11-29

Article Type : Research Paper

Abstract :Press releases are frequently utilized tools, typically prepared by public relations departments to notify the public and the press about important developments. Press releases are essential in public relations for announcing newsworthy items, such as product launches, quarterly earnings, mergers, or important updates. As in various fields, digitalization has changed and transformed some tools and methods in public relations. However, press releases, one of the oldest public relations tools, are still used by organizations\' communication departments for the same purposes. Due to digitalization, press releases are now posted on businesses\' websites and social media pages. This study analyzed the press releases published by the four airlines on their corporate websites. The primary purpose of the research is to determine the type of press releases and how they align with public relations objectives. For this purpose, all press releases issued by four airline companies in 2023 were analyzed using content analysis. In this context, it was determined that airline companies issued press releases in nine different categories. These categories are press releases named public announcement, new route, corporate social responsibility, financial - earnings, innovation and technology, new partnership, award announcement, product-service launch, and sponsorship. As a result, in addition to informing the public, it has been determined that these press releases serve various purposes, including marketing-oriented public relations, investor relations, fostering a positive image and reputation, and corporate social responsibility.
Keywords : Dijital Halkla İlişkiler, Basın Bültenleri, Havayolu

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