{"id":1091,"date":"2025-03-04T15:53:51","date_gmt":"2025-03-04T11:53:51","guid":{"rendered":"https:\/\/socialresearchjournal.az\/?p=1091"},"modified":"2025-03-04T16:01:12","modified_gmt":"2025-03-04T12:01:12","slug":"firmanin-imicinin-formalasmasinda-ictimaiyyetle-elaqelerin-rolu","status":"publish","type":"post","link":"https:\/\/socialresearchjournal.az\/index.php\/2025\/03\/04\/firmanin-imicinin-formalasmasinda-ictimaiyyetle-elaqelerin-rolu\/","title":{"rendered":"F\u0130RMANIN \u0130M\u0130C\u0130N\u0130N FORMALA\u015eMASINDA \u0130CT\u0130MA\u0130YY\u018fTL\u018f \u018fLAQ\u018fL\u018fR\u0130N ROLU"},"content":{"rendered":"<p><strong>M\u00fcsl\u00fcmat ALLAHVERD\u0130YEVA <\/strong><\/p>\n<p><em>Az\u0259rbaycan D\u00f6vl\u0259t \u0130qtisad Universiteti, <\/em><em>\u0130qtisadi v\u0259 texnoloji elml\u0259r kafedras\u0131, iqtisad elml\u0259ri doktoru, dosent<\/em><\/p>\n<p><em>E-mail: allahverdiyeva_muslunat@mail.ru<\/em><\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><strong>El\u015f\u0259n C\u018fBRAYILZAD\u018f <\/strong><\/p>\n<p><em>Az\u0259rbaycan D\u00f6vl\u0259t \u0130qtisad Universiteti, <\/em><em>\u0130qtisadi v\u0259 texnoloji elml\u0259r\u00a0<\/em><em>kafedras\u0131, magistrant<\/em><\/p>\n<p><em>\u00a0E-mail: elshanjabrailzadeh@gmail.com<\/em><\/p>\n<p><em>UOT:330.35 <\/em><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>X\u00fclas\u0259. <\/strong><em>T\u0259dqiqat\u0131n m\u0259qs\u0259di <\/em>\u2013 M\u00fcsir d\u00f6vrd\u0259 insanlar internet vasit\u0259sil\u0259 dem\u0259k olar ki, \u015firk\u0259tl\u0259rl\u0259 daim v\u0259 fasil\u0259siz \u015f\u0259kild\u0259 \u00fcnsiyy\u0259td\u0259 olurlar. Onlar qar\u015f\u0131lar\u0131na \u00e7\u0131xan reklamlara reaksiya g\u00f6st\u0259r\u0259r\u0259k onlar\u0131 qiym\u0259tl\u0259ndirir, sahib olduqlar\u0131 m\u0259hsullar haqq\u0131nda dig\u0259r insanlara \u00f6z fikirl\u0259rini bildirir, \u015fikay\u0259t v\u0259 k\u00f6m\u0259k ehtiyaclar\u0131n\u0131 h\u0259min firman\u0131n m\u0259sul \u015f\u0259xsl\u0259ri il\u0259 b\u00f6l\u00fc\u015fm\u0259y\u0259 \u00e7al\u0131\u015f\u0131rlar. B\u00fct\u00fcn bunlar \u015firk\u0259tl\u0259rin ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rinin \u0259n y\u00fcks\u0259k s\u0259viyy\u0259d\u0259 olmas\u0131na, \u015firk\u0259tin imicinin qorunmas\u0131 v\u0259 daha da yax\u015f\u0131 olmas\u0131 \u00fc\u00e7\u00fcn m\u00fc\u015ft\u0259ril\u0259rl\u0259 olan \u00fcnsiyy\u0259tl\u0259rin\u0259 maksimum s\u0259viyy\u0259d\u0259 \u00f6n\u0259m verm\u0259sin\u0259 stimul verir. Bu t\u0259dqiqat \u015firk\u0259tl\u0259r \u00fc\u00e7\u00fcn ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u00f6n\u0259minin h\u0259r zamank\u0131ndan qat-qat y\u00fcks\u0259k olmas\u0131n\u0131 a\u00e7\u0131qlamaq m\u0259qs\u0259di da\u015f\u0131y\u0131r.<\/p>\n<p><em>T\u0259dqiqat\u0131n metodologiyas\u0131<\/em> &#8211; T\u0259dqiqat zaman\u0131 keyfiyy\u0259t metodu istifad\u0259 edil\u0259r\u0259k m\u00f6vzu \u00fcz\u0259rind\u0259 n\u0259z\u0259ri t\u0259hlil apar\u0131l\u0131b, informasiyalar toplan\u0131l\u0131b. N\u0259z\u0259ri t\u0259hlil x\u00fcsusi \u0259d\u0259biyyatlara v\u0259 bu sah\u0259d\u0259 pe\u015f\u0259kar ara\u015fd\u0131rmalar aparan internet saytlar\u0131na, h\u0259m\u00e7inin, marketinq v\u0259 sosiologiya sah\u0259sind\u0259 yaz\u0131lan akademik m\u0259qal\u0259l\u0259r\u0259 \u0259saslan\u0131b. H\u0259m\u00e7inin, tarix \u0259rzind\u0259 v\u0259 m\u00fcasir d\u00f6vrd\u0259 firmalar\u0131n apard\u0131\u011f\u0131 siyas\u0259tin v\u0259 g\u00f6rd\u00fcy\u00fc i\u015fl\u0259rin praktiki n\u0259tic\u0259sin\u0259 toxunularaq probleml\u0259rin m\u00f6vcud v\u0259ziyy\u0259tl\u0259r vasit\u0259sil\u0259 real h\u0259yat kontekstind\u0259 ara\u015fd\u0131r\u0131lmas\u0131 realla\u015fd\u0131r\u0131l\u0131b.<\/p>\n<p><em>T\u0259dqiqat\u0131n t\u0259tbiqi \u0259h\u0259miyy\u0259ti <\/em>&#8211; T\u0259dqiqat\u0131n n\u0259tic\u0259l\u0259rin\u0259 \u0259sas\u0259n firmalar\u0131n \u00f6z imicl\u0259rinin qorunmas\u0131 \u00fc\u00e7\u00fcn ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r b\u00f6lm\u0259sind\u0259 n\u0259l\u0259r\u0259 diqq\u0259t etm\u0259li v\u0259 apard\u0131qlar\u0131 siyas\u0259td\u0259 n\u0259l\u0259r\u0259 \u00fcst\u00fcnl\u00fck verm\u0259li olduqlar\u0131n\u0131, firman\u0131n imicinin formala\u015fmas\u0131nda hans\u0131 faktorlar\u0131n \u00f6n plana \u00e7\u0131xd\u0131\u011f\u0131n\u0131 v\u0259 bu faktorlardan nec\u0259 d\u00fczg\u00fcn istifad\u0259 etm\u0259li olduqlar\u0131n ara\u015fd\u0131rmaq olduqca m\u00fchim ehtiyaca \u00e7evrilib.<\/p>\n<p><em>T\u0259dqiqat\u0131n n\u0259tic\u0259l\u0259ri<\/em> &#8211; \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r vasit\u0259sil\u0259 markaya dair m\u0259lumatl\u0131l\u0131\u011f\u0131n v\u0259 \u00f6hd\u0259liyin art\u0131r\u0131lmas\u0131, ad\u0259t\u0259n, performans v\u0259 etibarl\u0131l\u0131q standartlar\u0131n\u0131n saxlan\u0131lmas\u0131na v\u0259 art\u0131r\u0131lmas\u0131na y\u00f6n\u0259lmi\u015f h\u0259r hans\u0131 \u00fcmumi strategiyan\u0131n vacib hiss\u0259sidir.<\/p>\n<p><strong>\u00a0<\/strong><strong>A\u00e7ar s\u00f6zl\u0259r:<\/strong> ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r, PR, marketinq, \u015firk\u0259t imici, brend<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>G\u0130R\u0130\u015e<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>M\u00fcasir d\u00f6vrd\u0259 \u015firk\u0259tl\u0259rin marketinq \u00fc\u00e7\u00fcn ay\u0131rd\u0131\u011f\u0131 x\u0259rcl\u0259rin \u00f6n\u0259mli bir hiss\u0259si ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r departamentin\u0259 y\u00f6nl\u0259ndirilir. B\u0259zi insanlar ictimai \u0259laq\u0259l\u0259ri elm kimi d\u0259y\u0259rl\u0259ndirs\u0259l\u0259r d\u0259, lakin bu, davaml\u0131 olaraq d\u0259yi\u015fikliy\u0259 m\u0259ruz qald\u0131\u011f\u0131ndan ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259ri dig\u0259r elml\u0259r kimi vahid termin v\u0259 a\u00e7\u0131qlamarla ifad\u0259 ed\u0259 bilm\u0259rik. Zaman ke\u00e7dikc\u0259 biz ictimai m\u00fcnasib\u0259tl\u0259rin m\u00fcxt\u0259lif t\u0259r\u0259fl\u0259rini m\u00fc\u015fahid\u0259 edirik. Bu d\u0259yi\u015fiklikl\u0259r b\u0259z\u0259n iqtisadiyyatda m\u00fc\u015fahid\u0259 olunan d\u0259yi\u015fiklikl\u0259rl\u0259, b\u0259z\u0259n is\u0259 \u015firk\u0259tin istehlak\u00e7\u0131lar\u0131n\u0131n qavray\u0131\u015f v\u0259 m\u00fcnasib\u0259tl\u0259rind\u0259ki davran\u0131\u015flarla ba\u011fl\u0131d\u0131r. X\u00fcsusil\u0259 son d\u00f6vrl\u0259rd\u0259 sosial median\u0131n v\u0259 texnologiyan\u0131n y\u00fcks\u0259l\u0259n inki\u015faf\u0131 il\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r d\u0259 m\u00fc\u0259yy\u0259n d\u0259yi\u015fikl\u0259r\u0259 m\u0259ruz qal\u0131b.<\/p>\n<p>\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r media analitikl\u0259ri, siyas\u0259t\u00e7il\u0259r v\u0259 siyas\u0259t\u0259 t\u0259sir ed\u0259nl\u0259r, m\u00fc\u015ft\u0259ril\u0259r v\u0259 s\u0259hmdarlar kimi biznes n\u0259tic\u0259l\u0259rin\u0259 t\u0259sir ed\u0259n \u0259sas auditoriyalarla getdikc\u0259 etibarl\u0131 \u015f\u0259kild\u0259 \u00fcnsiyy\u0259t qururlar. Bu, b\u00fct\u00fcn maraql\u0131 t\u0259r\u0259fl\u0259r \u00fc\u00e7\u00fcn t\u0259\u015fkilat\u0131n markalar\u0131n\u0131n g\u00fcc\u00fcn\u00fc v\u0259 d\u0259y\u0259rini d\u0259st\u0259kl\u0259m\u0259k \u00fc\u00e7\u00fcn vacib elementdir. Korporativ brendin b\u00fct\u00fcn elementl\u0259ri, funksional v\u0259 emosional faydalar, \u0259sas mesaj v\u0259 son m\u0259qs\u0259d, onun reputasiyas\u0131na q\u0259d\u0259r \u2013 daxili v\u0259 xarici auditoriya t\u0259r\u0259find\u0259n tam istifad\u0259 olunarsa \u2013 performans v\u0259 etibar\u0131n art\u0131r\u0131lmas\u0131na k\u00f6m\u0259k ed\u0259 bil\u0259r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r vasit\u0259sil\u0259 markaya dair m\u0259lumatl\u0131l\u0131\u011f\u0131n v\u0259 \u00f6hd\u0259liyin art\u0131r\u0131lmas\u0131 performans v\u0259 etibarl\u0131l\u0131q standartlar\u0131n\u0131n saxlan\u0131lmas\u0131na v\u0259 art\u0131r\u0131lmas\u0131na y\u00f6n\u0259lmi\u015f h\u0259r hans\u0131 \u00fcmumi strategiyan\u0131n vacib hiss\u0259sidir.<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li><strong> \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin m\u0259qs\u0259d <\/strong><strong>v\u0259 formas\u0131na g\u00f6r\u0259 n\u00f6vl\u0259ri<\/strong><\/li>\n<\/ol>\n<p>\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin (PR) m\u0259n\u015f\u0259yi q\u0259dim d\u00f6vrl\u0259r\u0259 gedib \u00e7\u0131xsa da, bu sah\u0259 XX \u0259srin \u0259vv\u0259ll\u0259rind\u0259 m\u00fcasir formada inki\u015faf etm\u0259y\u0259 ba\u015flam\u0131\u015fd\u0131r. Tarix boyu liderl\u0259r v\u0259 t\u0259\u015fkilatlar ictimaiyy\u0259tin fikrini y\u00f6nl\u0259ndirm\u0259k, t\u0259sir g\u00f6st\u0259rm\u0259k v\u0259 m\u00f6vqel\u0259rini m\u00f6hk\u0259ml\u0259ndirm\u0259k \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif \u00fcsullardan istifad\u0259 edibl\u0259r, bu da PR-\u0131n \u0259sas\u0131 olaraq q\u0259bul edil\u0259 bil\u0259r. PR-\u0131n lkin izl\u0259rin\u0259 q\u0259dim sivilizasiyalarda rast g\u0259linir. Bel\u0259 ki, Misird\u0259 fironlar \u00f6z hakimiyy\u0259tl\u0259rini m\u00f6hk\u0259ml\u0259ndirm\u0259k \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif yaz\u0131l\u0131 s\u0259n\u0259dl\u0259r v\u0259 abid\u0259l\u0259r vasit\u0259sil\u0259 xalq\u0131 m\u0259lumatland\u0131r\u0131rd\u0131lar. Antik Yunan\u0131standa is\u0259 siyas\u0259t\u00e7il\u0259r ictimaiyy\u0259tin d\u0259st\u0259yini qazanmaq \u00fc\u00e7\u00fcn nitql\u0259r s\u00f6yl\u0259yir v\u0259 t\u0259bli\u011fat xarakterli \u00e7\u0131x\u0131\u015flar edirdil\u0259r. Romal\u0131lar da PR-\u0131n ilkin formalar\u0131ndan istifad\u0259 edibl\u0259r: m\u0259s\u0259l\u0259n, Yuli Sezar \u00f6z siyasi g\u00fcc\u00fcn\u00fc art\u0131rmaq \u00fc\u00e7\u00fcn q\u0259l\u0259b\u0259l\u0259rini geni\u015f \u015f\u0259kild\u0259 reklam edirdi. Bu d\u00f6vrl\u0259rd\u0259 PR daha \u00e7ox \u015f\u0259xsi maraqlar v\u0259 g\u00fcc\u00fcn t\u0259bli\u011fi m\u0259qs\u0259dil\u0259 istifad\u0259 olunurdu, lakin m\u00fcasir d\u00f6vr\u00fcn anlay\u0131\u015f\u0131 il\u0259 m\u00fcqayis\u0259d\u0259 sistematik v\u0259 strateji deyil, daha t\u0259sad\u00fcfi \u015f\u0259kild\u0259 h\u0259yata ke\u00e7irilirdi. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin m\u00fcasir formas\u0131 XIX v\u0259 XX \u0259srl\u0259rd\u0259 s\u0259naye inqilab\u0131 v\u0259 ictimaiyy\u0259tin m\u0259lumatland\u0131rma \u00fcsullar\u0131n\u0131n inki\u015faf\u0131 il\u0259 formala\u015fma\u011fa ba\u015flad\u0131. S\u0259naye inqilab\u0131 d\u00f6vr\u00fcnd\u0259 m\u00fc\u0259ssis\u0259l\u0259rin b\u00f6y\u00fcm\u0259si, yeni texnologiyalar\u0131n v\u0259 k\u00fctl\u0259vi istehsal \u00fcsullar\u0131n\u0131n ortaya \u00e7\u0131xmas\u0131 t\u0259\u015fkilatlar\u0131n ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r\u0259 daha \u00e7ox diqq\u0259t yetirm\u0259sini t\u0259l\u0259b etdi. \u015eirk\u0259tl\u0259r m\u0259hsullar\u0131n\u0131 v\u0259 xidm\u0259tl\u0259rini c\u0259miyy\u0259t\u0259 t\u0259qdim etm\u0259k \u00fc\u00e7\u00fcn k\u00fctl\u0259vi kommunikasiya vasit\u0259l\u0259rind\u0259n istifad\u0259 etm\u0259y\u0259 ba\u015flad\u0131lar. Bu d\u00f6vrd\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u00f6nc\u00fcll\u0259ri say\u0131lan \u015f\u0259xsl\u0259rd\u0259n biri P.T.Barnum olmu\u015fdur. O, XIX \u0259srd\u0259 Amerika c\u0259miyy\u0259tind\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r v\u0259 t\u0259bli\u011fat f\u0259aliyy\u0259tl\u0259rinin atas\u0131 hesab olunur. Barnum m\u0259\u015fhur \u015foumen olaraq, diqq\u0259ti \u00f6z\u00fcn\u0259 \u00e7\u0259km\u0259k \u00fc\u00e7\u00fcn innovativ v\u0259 qeyri-adi reklam texnikalar\u0131ndan istifad\u0259 etmi\u015fdir. O, m\u00fcxt\u0259lif tama\u015falar t\u0259\u015fkil ed\u0259r\u0259k ictimaiyy\u0259tin mara\u011f\u0131n\u0131 oyad\u0131r v\u0259 insanlar\u0131n diqq\u0259tini \u00f6z\u00fcn\u0259 c\u0259lb edirdi. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 \u0259h\u0259miyy\u0259tli ir\u0259lil\u0259yi\u015fl\u0259r XX \u0259srin \u0259vv\u0259ll\u0259rind\u0259, x\u00fcsusil\u0259 Ayvi Li (Ivy Lee) v\u0259 Edvard Berneys (Edward Bernays) kimi \u015f\u0259xsl\u0259rin f\u0259aliyy\u0259tl\u0259ri il\u0259 ba\u011fl\u0131d\u0131r. A.Li ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 etik qaydalar\u0131n \u0259sas\u0131n\u0131 qoyaraq, t\u0259\u015fkilatlar\u0131n \u015f\u0259ffafl\u0131q v\u0259 etibarl\u0131l\u0131q prinsipl\u0259ri il\u0259 i\u015fl\u0259m\u0259li oldu\u011funu m\u00fcdafi\u0259 edirdi. O, PR-\u0131n yaln\u0131z reklamdan ibar\u0259t olmad\u0131\u011f\u0131n\u0131, h\u0259m d\u0259 t\u0259\u015fkilatlar\u0131n ictimaiyy\u0259ti do\u011fru m\u0259lumatland\u0131rmaq m\u0259suliyy\u0259tini da\u015f\u0131d\u0131\u011f\u0131n\u0131 vur\u011fulayan ilk ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r m\u00fct\u0259x\u0259ssisl\u0259rind\u0259n biri olmu\u015fdur. O, &#8220;\u0130ctimaiyy\u0259t\u0259 do\u011fru m\u0259lumat verin&#8221; prinsipini r\u0259hb\u0259r tutaraq \u015firk\u0259tl\u0259rin \u015f\u0259ffafl\u0131qla ictimaiyy\u0259tl\u0259 \u0259laq\u0259 saxlamalar\u0131n\u0131 vacib hesab edirdi. E.Berneys is\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 daha ir\u0259li add\u0131mlar atm\u0131\u015f v\u0259 onu elmi \u0259saslarla izah etm\u0259y\u0259 \u00e7al\u0131\u015fm\u0131\u015fd\u0131r. O, PR-\u0131n psixologiya v\u0259 sosiologiya il\u0259 \u0259laq\u0259sini vur\u011fulayaraq, insanlar\u0131n davran\u0131\u015flar\u0131n\u0131 d\u0259yi\u015fdirm\u0259k \u00fc\u00e7\u00fcn strateji kommunikasiya \u00fcsullar\u0131ndan istifad\u0259 etm\u0259yin vacibliyini bildirmi\u015fdir. Berneys &#8220;\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin atas\u0131&#8221; olaraq q\u0259bul edilir v\u0259 o, k\u00fctl\u0259vi manipulyasiya texnikalar\u0131n\u0131 v\u0259 ictimai r\u0259yin formala\u015fd\u0131r\u0131lmas\u0131 metodlar\u0131n\u0131 inki\u015faf etdirmi\u015fdir. Onun &#8220;propaganda&#8221; anlay\u0131\u015f\u0131 il\u0259 ba\u011fl\u0131 f\u0259aliyy\u0259ti v\u0259 kitablar\u0131 PR-\u0131n elmi \u0259saslarla \u00f6yr\u0259nilm\u0259sin\u0259 v\u0259 inki\u015faf\u0131na \u0259h\u0259miyy\u0259tli t\u00f6hf\u0259 vermi\u015fdir [9].<\/p>\n<p>PR-in tarixi q\u0259dim d\u00f6vrl\u0259r\u0259 gedib \u00e7\u0131xsa da, m\u00fcasir d\u00fcnyada onun rolu daha \u00e7ox \u0259h\u0259miyy\u0259t k\u0259sb edir. PR-in m\u0259qs\u0259di t\u0259\u015fkilatlar\u0131n ictimaiyy\u0259tl\u0259 qar\u015f\u0131l\u0131ql\u0131 faydal\u0131 m\u00fcnasib\u0259tl\u0259r qurmas\u0131n\u0131 t\u0259min etm\u0259k v\u0259 onlar\u0131n f\u0259aliyy\u0259tini geni\u015f auditoriyaya d\u00fczg\u00fcn \u015f\u0259kild\u0259 \u00e7atd\u0131rmaqd\u0131r. M\u00fcasir texnologiyalar PR sah\u0259sind\u0259 yeni imkanlar yaratm\u0131\u015f v\u0259 t\u0259\u015fkilatlar\u0131n ictimaiyy\u0259tl\u0259 \u0259laq\u0259 qurma metodlar\u0131n\u0131 d\u0259yi\u015fmi\u015fdir. Buna baxmayaraq, PR-\u0131n \u0259sas prinsipl\u0259ri olan \u015f\u0259ffafl\u0131q, qar\u015f\u0131l\u0131ql\u0131 kommunikasiya v\u0259 strateji planla\u015fd\u0131rma bu g\u00fcn d\u0259 aktuall\u0131\u011f\u0131n\u0131 qoruyur. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u00fcmumi anlay\u0131\u015f\u0131 t\u0259\u015fkilatlar\u0131n ictimaiyy\u0259tl\u0259 qar\u015f\u0131l\u0131ql\u0131 faydal\u0131 v\u0259 uzunm\u00fcdd\u0259tli m\u00fcnasib\u0259tl\u0259r qurmaq \u00fc\u00e7\u00fcn h\u0259yata ke\u00e7irdiyi f\u0259aliyy\u0259tl\u0259ri \u0259hat\u0259 edir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 \u0259sas m\u0259qs\u0259d t\u0259\u015fkilat\u0131n ictimai imicini yax\u015f\u0131la\u015fd\u0131rmaq, onun f\u0259aliyy\u0259tini ictimaiyy\u0259t\u0259 d\u00fczg\u00fcn v\u0259 pozitiv \u015f\u0259kild\u0259 t\u0259qdim etm\u0259k, el\u0259c\u0259 d\u0259 m\u00fcmk\u00fcn olan b\u00f6hran v\u0259ziyy\u0259tl\u0259rind\u0259 t\u0259\u015fkilat\u0131n m\u00f6vqeyini m\u00fcdafi\u0259 etm\u0259kdir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r geni\u015f f\u0259aliyy\u0259t sah\u0259sini \u0259hat\u0259 edir v\u0259 bu f\u0259aliyy\u0259tl\u0259r aras\u0131nda media il\u0259 \u0259laq\u0259l\u0259r, daxili kommunikasiya, b\u00f6hran idar\u0259etm\u0259si, korporativ sosial m\u0259suliyy\u0259t, ictimaiyy\u0259tin m\u0259lumatland\u0131r\u0131lmas\u0131, t\u0259dbirl\u0259r v\u0259 kampaniyalar\u0131n t\u0259\u015fkili kimi m\u00fcxt\u0259lif formalar yer al\u0131r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u0259sas prinsipl\u0259rind\u0259n biri \u015f\u0259ffafl\u0131qd\u0131r. T\u0259\u015fkilatlar \u00f6z f\u0259aliyy\u0259tl\u0259rini a\u00e7\u0131q v\u0259 d\u00fcr\u00fcst \u015f\u0259kild\u0259 t\u0259qdim etm\u0259li, ictimaiyy\u0259ti do\u011fru v\u0259 vaxt\u0131nda m\u0259lumatland\u0131rmal\u0131d\u0131rlar. Bu, t\u0259\u015fkilat\u0131n etibar\u0131n\u0131 qorumaq v\u0259 onun m\u00fc\u015ft\u0259ril\u0259ri, partnyorlar\u0131 v\u0259 dig\u0259r maraql\u0131 t\u0259r\u0259fl\u0259ri il\u0259 sa\u011flam m\u00fcnasib\u0259tl\u0259r qurmas\u0131na k\u00f6m\u0259k edir. Ba\u015fqa bir m\u00fch\u00fcm prinsip kommunikasiyan\u0131n qar\u015f\u0131l\u0131ql\u0131 olmas\u0131d\u0131r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r yaln\u0131z t\u0259\u015fkilat\u0131n mesajlar\u0131n\u0131n yay\u0131lmas\u0131 il\u0259 m\u0259hdudla\u015fm\u0131r; \u0259ksin\u0259, t\u0259\u015fkilat\u0131n ictimaiyy\u0259tin r\u0259yl\u0259rin\u0259 v\u0259 ehtiyaclar\u0131na diqq\u0259t yetirm\u0259sini v\u0259 onlara cavab verm\u0259sini t\u0259l\u0259b edir. Qar\u015f\u0131l\u0131ql\u0131 kommunikasiya t\u0259\u015fkilat\u0131n auditoriyas\u0131 il\u0259 yax\u0131n m\u00fcnasib\u0259t qurmas\u0131na v\u0259 onlar\u0131n ehtiyaclar\u0131n\u0131 daha yax\u015f\u0131 ba\u015fa d\u00fc\u015fm\u0259sin\u0259 \u015f\u0259rait yarad\u0131r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin f\u0259aliyy\u0259tind\u0259 strateji planla\u015fd\u0131rma vacib rol oynay\u0131r. T\u0259\u015fkilatlar\u0131n m\u0259qs\u0259dl\u0259rin\u0259 \u00e7atmaq \u00fc\u00e7\u00fcn ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r strategiyalar\u0131 diqq\u0259tl\u0259 v\u0259 m\u0259qs\u0259dy\u00f6nl\u00fc \u015f\u0259kild\u0259 haz\u0131rlanmal\u0131d\u0131r. Bu strategiyalarda t\u0259\u015fkilat\u0131n auditoriyas\u0131, m\u0259qs\u0259dl\u0259ri, resurslar\u0131 v\u0259 f\u0259aliyy\u0259t sah\u0259si n\u0259z\u0259r\u0259 al\u0131nmal\u0131d\u0131r. Strateji ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r planlamas\u0131 t\u0259\u015fkilat\u0131n q\u0131sa v\u0259 uzunm\u00fcdd\u0259tli m\u0259qs\u0259dl\u0259rin\u0259 nail olmas\u0131na k\u00f6m\u0259k edir [5].<\/p>\n<p>\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r m\u00fc\u0259ssis\u0259l\u0259r\u0259 s\u0259hmdarlar, onlar\u0131n h\u0259d\u0259f auditoriyas\u0131 v\u0259 ictimaiyy\u0259tl\u0259 m\u00fcsb\u0259t \u0259laq\u0259l\u0259r saxlama\u011fa imkan verir. O, h\u0259m\u00e7inin \u015firk\u0259tl\u0259r\u0259 m\u0259nfi bax\u0131\u015flar\u0131 idar\u0259 etm\u0259y\u0259 v\u0259 onlar\u0131n ictimai imicini qoruma\u011fa k\u00f6m\u0259k edir. Buna g\u00f6r\u0259 d\u0259, bu, h\u0259r hans\u0131 bir t\u0259\u015fkilat \u00fc\u00e7\u00fcn m\u00fcasir i\u015f d\u00fcnyas\u0131nda naviqasiya etm\u0259y\u0259 k\u00f6m\u0259k etm\u0259k \u00fc\u00e7\u00fcn vacib bir vasit\u0259dir. Biznesl\u0259rin \u00f6t\u00fcrm\u0259k ist\u0259diyi m\u0259lumatdan as\u0131l\u0131 olaraq, se\u00e7m\u0259k \u00fc\u00e7\u00fcn bir ne\u00e7\u0259 m\u00fcxt\u0259lif n\u00f6v ictimai \u0259laq\u0259l\u0259r m\u00f6vcuddur. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u0259n \u00e7ox yay\u0131lm\u0131\u015f yeddi n\u00f6v\u00fcn\u0259 n\u0259z\u0259r salaq 3].<\/p>\n<p><strong>Media \u0259laq\u0259l\u0259ri: <\/strong>PR-in \u0259sas komponenti media il\u0259 \u0259laq\u0259l\u0259rdir. Bu, media pe\u015f\u0259karlar\u0131 il\u0259 \u0259laq\u0259l\u0259rin qurulmas\u0131n\u0131 v\u0259 qorunmas\u0131n\u0131 n\u0259z\u0259rd\u0259 tutur. M\u0259s\u0259l\u0259n, jurnalistl\u0259r, redaktorlar v\u0259 yay\u0131m\u00e7\u0131lar. Biznesinizin mediada ist\u0259diyi x\u0259b\u0259ri almas\u0131n\u0131 t\u0259min etm\u0259k \u00fc\u00e7\u00fcn hekay\u0259niz \u00fc\u00e7\u00fcn c\u0259lbedici perspektiv tapmal\u0131s\u0131n\u0131z. Siz bunu maraql\u0131 etm\u0259k ist\u0259yirsiniz ki, m\u00fcxbir onu izl\u0259m\u0259k ist\u0259sin. A\u011f\u0131ll\u0131 PR planlay\u0131c\u0131s\u0131 m\u00fcst\u0259sna press-relizl\u0259r haz\u0131rlamaqda, m\u00fcnasib vaxtlarda tan\u0131nm\u0131\u015f apar\u0131c\u0131larla m\u00fcsahib\u0259l\u0259ri t\u0259min etm\u0259kd\u0259 v\u0259 m\u0259tbuat konfranslar\u0131n\u0131 planla\u015fd\u0131rmaqda bacar\u0131ql\u0131 olacaq. Media \u0259laq\u0259l\u0259rinin m\u0259qs\u0259di biznesiniz v\u0259 ya brendiniz \u00fc\u00e7\u00fcn \u0259lveri\u015fli m\u0259tbuat \u0259ld\u0259 etm\u0259kdir. Bu, h\u0259m\u00e7inin daha geni\u015f ictimaiyy\u0259t\u0259 reklam etm\u0259y\u0259 \u00e7al\u0131\u015fd\u0131\u011f\u0131n\u0131z \u015feyl\u0259r haqq\u0131nda s\u00f6z alma\u011fa k\u00f6m\u0259k edir. \u018fslind\u0259, siz he\u00e7 bir maliyy\u0259 x\u0259rci olmadan \u015firk\u0259tinizi, m\u0259hsulunuzu v\u0259 ya son x\u0259b\u0259rl\u0259ri tan\u0131tmaq \u00fc\u00e7\u00fcn mediadan istifad\u0259 etm\u0259k ist\u0259yirsiniz. Media if\u015fa etm\u0259k v\u0259 b\u00f6y\u00fck auditoriyaya \u00e7atmaq \u00fc\u00e7\u00fcn d\u0259 t\u0259sirli vasit\u0259dir. Bel\u0259likl\u0259, m\u0259tbuatla m\u00fcsb\u0259t \u0259laq\u0259l\u0259r qurmaq v\u0259 saxlamaq \u00e7ox vacibdir [9, s.204].<\/p>\n<p><strong>Strateji komunikasiyalar:<\/strong> Strateji kommunikasiyalar m\u00fc\u0259yy\u0259n edilmi\u015f m\u0259qs\u0259dl\u0259r\u0259 nail olmaq \u00fc\u00e7\u00fcn m\u0259lumat\u0131 inki\u015faf etdirm\u0259k, n\u0259zar\u0259t etm\u0259k v\u0259 yaymaq m\u0259qs\u0259di da\u015f\u0131y\u0131r. Bu tip PR xidm\u0259ti v\u0259 ya m\u0259hsulu inki\u015faf etdirm\u0259k \u00fc\u00e7\u00fcn istifad\u0259 olunur. Strateji kommunikasiyalar\u0131 daha \u00fcmumi ictimai \u0259laq\u0259l\u0259rd\u0259n f\u0259rql\u0259ndir\u0259n c\u0259h\u0259t ondan ibar\u0259tdir ki, o, media \u0259laq\u0259l\u0259ri, hadis\u0259l\u0259r v\u0259 b\u00f6hran kommunikasiyalar\u0131n\u0131n \u0259n\u0259n\u0259vi \u00fcsullar\u0131ndan k\u0259nara \u00e7\u0131x\u0131r. Strateji kommunikasiyalar ictimai r\u0259yi d\u0259yi\u015fm\u0259kd\u0259 v\u0259 m\u00fch\u00fcm auditoriya v\u0259 \u0259sas s\u0259naye oyun\u00e7ular\u0131 il\u0259 \u0259laq\u0259l\u0259r qurmaqda t\u0259sirli olur.<\/p>\n<p><strong>Daxili PR: <\/strong>\u015eirk\u0259t daxilind\u0259 \u00fcnsiyy\u0259t daxili ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u0259sas vur\u011fusudur. Daxili PR t\u0259\u015fkilat daxilind\u0259ki h\u0259r bir f\u0259rdin \u015firk\u0259t mesajla\u015fmas\u0131nda yer almas\u0131n\u0131 t\u0259min etm\u0259k \u00fc\u00e7\u00fcn laz\u0131md\u0131r. O, h\u0259r k\u0259si h\u0259l\u0259 ictimaiyy\u0259t\u0259 m\u0259lum olmayan daxili i\u015fl\u0259r v\u0259 ya yeni m\u0259hsul burax\u0131l\u0131\u015flar\u0131 haqq\u0131nda m\u0259lumatland\u0131r\u0131r. Daxili ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r a\u00e7\u0131qlanan xarici b\u00f6hran zaman\u0131 vahid c\u0259bh\u0259nin t\u0259min edilm\u0259sin\u0259 k\u00f6m\u0259k ed\u0259 bil\u0259r. Daxili PR kommunikasiyas\u0131 h\u0259r bir maraql\u0131 t\u0259r\u0259fin v\u0259ziyy\u0259ti v\u0259 onun t\u0259sirl\u0259rini ba\u015fa d\u00fc\u015fm\u0259si \u00fc\u00e7\u00fcn ayd\u0131n v\u0259 q\u0131sa olmal\u0131d\u0131r [5].<\/p>\n<p><strong>\u0130cma m\u00fcnasib\u0259tl\u0259ri PR-i:<\/strong> \u0130cma PR-d\u0259 m\u0259qs\u0259d \u015firk\u0259tiniz v\u0259 xidm\u0259t etdiyiniz ictimaiyy\u0259t aras\u0131nda qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259l\u0259ri yax\u015f\u0131la\u015fd\u0131rmaqd\u0131r. \u0130cma il\u0259 \u0259laq\u0259 v\u0259 c\u0259lbetm\u0259 t\u0259\u015f\u0259bb\u00fcsl\u0259ri vasit\u0259sil\u0259 icma ictimaiyy\u0259ti il\u0259 \u0259laq\u0259l\u0259r t\u0259\u015fkilat\u0131n\u0131zda anla\u015fma v\u0259 inam\u0131 art\u0131rmaq m\u0259qs\u0259di da\u015f\u0131y\u0131r. T\u0259\u015fkilati \u015f\u0259ffafl\u0131q v\u0259 icma t\u0259l\u0259bl\u0259rin\u0259 h\u0259ssasl\u0131q h\u0259r zamank\u0131ndan daha m\u00fch\u00fcmd\u00fcr. \u0130cma \u0259laq\u0259l\u0259ri vasit\u0259sil\u0259 m\u00fc\u0259ssis\u0259l\u0259r \u00f6z m\u00fc\u015ft\u0259ril\u0259ri il\u0259 s\u0131x \u0259laq\u0259l\u0259r yarada bil\u0259rl\u0259r.<\/p>\n<p><strong>B\u00f6hran \u0259laq\u0259l\u0259ri PR-i:<\/strong> F\u0259lak\u0259t zaman\u0131 b\u00f6hran kommunikasiyalar\u0131 insan\u0131, brendi v\u0259 ya t\u0259\u015fkilat\u0131 m\u00fcdafi\u0259 edir v\u0259 qoruyur. Bir \u015f\u0259xsin v\u0259 ya \u015firk\u0259tin reputasiyas\u0131na t\u0259hl\u00fck\u0259 yarada bil\u0259c\u0259k h\u0259r hans\u0131 bir v\u0259ziyy\u0259t b\u00f6hran hesab olunur. Effektiv b\u00f6hran kommunikasiyalar\u0131 vasit\u0259sil\u0259 t\u0259\u015fkilatlar b\u00f6hran\u0131 \u0259hat\u0259 ed\u0259n hekay\u0259ni idar\u0259 ed\u0259 bilirl\u0259r. M\u0259qs\u0259d b\u00f6hran\u0131 aradan qald\u0131rmaq \u00fc\u00e7\u00fcn hans\u0131 t\u0259dbirl\u0259rin g\u00f6r\u00fcld\u00fcy\u00fcn\u00fc g\u00f6st\u0259rm\u0259k \u00fc\u00e7\u00fcn etibarl\u0131 v\u0259 aktual m\u0259lumatlar\u0131 ictimaiyy\u0259t\u0259 \u00e7atd\u0131rmaqd\u0131r. B\u00f6hran kommunikasiyalar\u0131n\u0131 t\u0259l\u0259b ed\u0259 bil\u0259c\u0259k hallara a\u015fa\u011f\u0131dak\u0131lar daxildir:<\/p>\n<ul>\n<li>F\u0259lak\u0259tli hadis\u0259l\u0259r<\/li>\n<li>Kiberh\u00fccumlar<\/li>\n<li>\u015eirk\u0259t m\u00fcbahis\u0259l\u0259ri<\/li>\n<li>Q\u00fcsurlu m\u0259hsullar<\/li>\n<li>Reputasiyaya x\u0259l\u0259l g\u0259tirm\u0259k potensial\u0131 olan h\u0259r hans\u0131 ba\u015fqa hadis\u0259.<\/li>\n<\/ul>\n<p><strong>Sosial media PR-i:<\/strong> Sosial media PR-i m\u00fcasir kommunikasiya m\u0259nz\u0259r\u0259sind\u0259 m\u00fch\u00fcm rol oynay\u0131r, t\u0259\u015fkilatlara \u00f6z auditoriyas\u0131 il\u0259 birba\u015fa \u0259laq\u0259 qurmaq, vaxt\u0131nda m\u0259lumat payla\u015fmaq v\u0259 onlayn m\u00f6vcudlu\u011funu formala\u015fd\u0131rmaq imkan\u0131 verir. Bu, daim d\u0259yi\u015f\u0259n sosial media m\u0259nz\u0259r\u0259sin\u0259 uy\u011funla\u015fma v\u0259 h\u0259ssasl\u0131q t\u0259l\u0259b ed\u0259n ictimai m\u00fcnasib\u0259tl\u0259rin dinamik v\u0259 inki\u015faf ed\u0259n aspektidir. Sosial media PR-i yerl\u0259\u015fdirm\u0259d\u0259n bir ne\u00e7\u0259 d\u0259qiq\u0259 sonra b\u00fct\u00fcn d\u00fcnyada yeni m\u0259hsullar\u0131 v\u0259 \u015firk\u0259t x\u0259b\u0259rl\u0259rini tan\u0131tmaq \u00fc\u00e7\u00fcn m\u00fck\u0259mm\u0259l versiyad\u0131r. M\u00fc\u0259ssis\u0259l\u0259r sosial mediada h\u0259d\u0259f auditoriyas\u0131 il\u0259 qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259 quraraq, markan\u0131n tan\u0131nmas\u0131n\u0131, legitimliyini v\u0259 m\u00fc\u015ft\u0259ri \u0259laq\u0259sini art\u0131ra bil\u0259r. [4]<\/p>\n<p>H\u0259m\u00e7inin PR n\u00f6vl\u0259ri \u00f6z m\u0259qs\u0259din\u0259 g\u00f6r\u0259 d\u0259 m\u00fcxt\u0259lif sah\u0259l\u0259r\u0259 ayr\u0131l\u0131r.<\/p>\n<p><strong>\u0130ctimaiyy\u0259ti m\u0259lumatland\u0131rma v\u0259 maarifl\u0259ndirm\u0259:<\/strong> PR-in \u0259sas n\u00f6vl\u0259rind\u0259n biri ictimaiyy\u0259ti m\u0259lumatland\u0131rmaq v\u0259 maarifl\u0259ndirm\u0259kdir. Bu n\u00f6v PR-in m\u0259qs\u0259di t\u0259\u015fkilat\u0131n f\u0259aliyy\u0259ti, m\u0259hsullar\u0131, xidm\u0259tl\u0259ri v\u0259 ya ictimaiyy\u0259t \u00fc\u00e7\u00fcn \u0259h\u0259miyy\u0259tli olan dig\u0259r m\u0259lumatlar\u0131 d\u00fczg\u00fcn v\u0259 vaxt\u0131nda \u00e7atd\u0131rmaqd\u0131r. M\u0259lumatland\u0131rma v\u0259 maarifl\u0259ndirm\u0259 strategiyalar\u0131 t\u0259\u015fkilat\u0131n etibar\u0131n\u0131n art\u0131r\u0131lmas\u0131na v\u0259 onun c\u0259miyy\u0259t\u0259 t\u00f6hf\u0259l\u0259rinin vur\u011fulanmas\u0131na k\u00f6m\u0259k edir. X\u00fcsusil\u0259 qeyri-h\u00f6kum\u0259t t\u0259\u015fkilatlar\u0131 v\u0259 d\u00f6vl\u0259t qurumlar\u0131 bu n\u00f6v PR-d\u0259n daha \u00e7ox istifad\u0259 edirl\u0259r, \u00e7\u00fcnki onlar\u0131n \u0259sas m\u0259qs\u0259di insanlar\u0131 sosial v\u0259 ya ictimai probleml\u0259r haqq\u0131nda m\u0259lumatland\u0131rmaq v\u0259 onlar\u0131 maarifl\u0259ndirm\u0259kdir. T\u0259\u015fkilatlar maarifl\u0259ndirici kampaniyalar vasit\u0259sil\u0259 auditoriyaya yeni ideyalar, d\u0259y\u0259rl\u0259r v\u0259 davran\u0131\u015f modell\u0259ri t\u0259klif ed\u0259 bil\u0259r.<\/p>\n<p><strong>\u0130ctimaiyy\u0259tin inand\u0131r\u0131lmas\u0131 v\u0259 m\u00f6vqe d\u0259yi\u015fikliyi:<\/strong> PR-in n\u00f6vb\u0259ti \u0259sas m\u0259qs\u0259di auditoriyan\u0131n m\u00f6vqeyini d\u0259yi\u015fdirm\u0259k v\u0259 onlar\u0131 m\u00fc\u0259yy\u0259n bir istiqam\u0259t\u0259 y\u00f6nl\u0259ndirm\u0259kdir. Bu, x\u00fcsusil\u0259 marketinq PR-d\u0259 geni\u015f istifad\u0259 olunur. Burada \u0259sas m\u0259qs\u0259d m\u00fc\u0259yy\u0259n m\u0259hsul v\u0259 ya xidm\u0259ti auditoriyaya tan\u0131tmaq v\u0259 onlar\u0131 h\u0259min m\u0259hsul v\u0259 ya xidm\u0259ti alma\u011fa inand\u0131rmaqd\u0131r. Eyni zamanda, siyasi PR d\u0259 bu sah\u0259y\u0259 aiddir, \u00e7\u00fcnki siyasi partiyalar v\u0259 liderl\u0259r ictimaiyy\u0259ti m\u00fc\u0259yy\u0259n bir namiz\u0259d\u0259 v\u0259 ya siyasi ideyaya d\u0259st\u0259k verm\u0259y\u0259 inand\u0131rmaq m\u0259qs\u0259dil\u0259 PR kampaniyalar\u0131ndan istifad\u0259 edirl\u0259r. Bu n\u00f6v PR-d\u0259 \u0259sas\u0259n emosional t\u0259sir, ara\u015fd\u0131rmalarla d\u0259st\u0259kl\u0259nmi\u015f faktlar v\u0259 tan\u0131nm\u0131\u015f \u015f\u0259xsl\u0259rin t\u00f6vsiy\u0259l\u0259rind\u0259n istifad\u0259 edilir.<\/p>\n<p><strong>T\u0259\u015fkilat\u0131n n\u00fcfuzunun art\u0131r\u0131lmas\u0131 v\u0259 imicinin formala\u015fd\u0131r\u0131lmas\u0131:<\/strong> PR-in ba\u015fqa bir m\u0259qs\u0259di t\u0259\u015fkilat\u0131n v\u0259 ya \u015f\u0259xsiyy\u0259tin ictimai n\u00fcfuzunun art\u0131r\u0131lmas\u0131 v\u0259 imicinin m\u00f6hk\u0259ml\u0259ndirilm\u0259sidir. Bu n\u00f6v PR strategiyalar\u0131, ad\u0259t\u0259n, uzunm\u00fcdd\u0259tli olur v\u0259 t\u0259\u015fkilat\u0131n c\u0259miyy\u0259td\u0259 nec\u0259 q\u0259bul edildiyin\u0259 diqq\u0259t yetirir. M\u0259s\u0259l\u0259n, brendl\u0259r \u00f6zl\u0259rinin m\u00fcsb\u0259t sosial m\u0259suliyy\u0259t imicini formala\u015fd\u0131rmaq \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif sosial layih\u0259l\u0259rd\u0259 i\u015ftirak ed\u0259 bil\u0259rl\u0259r. Eyni zamanda, \u015firk\u0259tl\u0259r korporativ sosial m\u0259suliyy\u0259t (KSM) kampaniyalar\u0131 vasit\u0259sil\u0259 ictimaiyy\u0259tin g\u00f6z\u00fcnd\u0259 n\u00fcfuzlar\u0131n\u0131 art\u0131rma\u011fa \u00e7al\u0131\u015f\u0131rlar. KSM \u00e7\u0259r\u00e7iv\u0259sind\u0259 ekoloji v\u0259 sosial probleml\u0259rin h\u0259lli, humanitar yard\u0131mlar v\u0259 ya k\u00f6n\u00fcll\u00fcl\u00fck f\u0259aliyy\u0259ti kimi t\u0259dbirl\u0259r h\u0259yata ke\u00e7iril\u0259 bil\u0259r.<\/p>\n<p><strong>M\u00fcnaqi\u015f\u0259l\u0259rin idar\u0259 edilm\u0259si v\u0259 b\u00f6hran v\u0259ziyy\u0259tl\u0259rinin h\u0259lli:<\/strong> PR-in daha bir n\u00f6v\u00fc t\u0259\u015fkilat\u0131n m\u00fcnaqi\u015f\u0259li v\u0259ziyy\u0259tl\u0259rd\u0259 n\u00fcfuzunu qorumaq v\u0259 b\u00f6hranlar\u0131 idar\u0259 etm\u0259k \u00fc\u00e7\u00fcn istifad\u0259 olunur. B\u00f6hran v\u0259ziyy\u0259tl\u0259rind\u0259 PR-in \u0259sas m\u0259qs\u0259di yaranm\u0131\u015f probleml\u0259ri h\u0259ll etm\u0259k, ictimaiyy\u0259ti d\u00fczg\u00fcn m\u0259lumatland\u0131rmaq v\u0259 t\u0259\u015fkilat\u0131n n\u00fcfuzunu qorumaqd\u0131r. Bu n\u00f6v PR tez v\u0259 effektiv f\u0259aliyy\u0259t t\u0259l\u0259b edir, \u00e7\u00fcnki gecikmi\u015f v\u0259 ya yanl\u0131\u015f add\u0131mlar t\u0259\u015fkilat\u0131n imicin\u0259 ciddi z\u0259r\u0259r vura bil\u0259r. M\u0259s\u0259l\u0259n, m\u0259hsul keyfiyy\u0259ti il\u0259 ba\u011fl\u0131 \u015fikay\u0259tl\u0259r v\u0259 ya qanun pozuntular\u0131 il\u0259 ba\u011fl\u0131 ittihamlar zaman\u0131 t\u0259\u015fkilatlar b\u00f6hran PR strategiyalar\u0131ndan istifad\u0259 ed\u0259r\u0259k probleml\u0259ri aradan qald\u0131rma\u011fa v\u0259 ictimaiyy\u0259tin inam\u0131n\u0131 b\u0259rpa etm\u0259y\u0259 \u00e7al\u0131\u015f\u0131rlar. Bu m\u0259rh\u0259l\u0259d\u0259 t\u0259\u015fkilatlar\u0131n b\u00f6hrana vaxt\u0131nda v\u0259 \u015f\u0259ffafl\u0131qla yana\u015fmas\u0131 \u0259sas rol oynay\u0131r.<\/p>\n<p>Bu f\u0259rqli PR n\u00f6vl\u0259ri t\u0259\u015fkilatlar\u0131n \u00f6z auditoriyalar\u0131 il\u0259 \u00fcnsiyy\u0259t qurmaq, \u00e7\u0259tinlikl\u0259ri h\u0259ll etm\u0259k v\u0259 ictimai qavray\u0131\u015f\u0131 formala\u015fd\u0131rmaq \u00fc\u00e7\u00fcn istifad\u0259 etdiyi m\u00fcxt\u0259lif strategiyalar\u0131 t\u0259msil edir.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"2\">\n<li><strong> M\u00fcasir marketinq strategiyas\u0131nda <\/strong><strong>ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin vacibliyi<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r (PR) m\u00fcasir marketinq strategiyalar\u0131nda \u00e7ox m\u00fch\u00fcm rol oynay\u0131r v\u0259 m\u00fc\u015ft\u0259ril\u0259rl\u0259, maraql\u0131 t\u0259r\u0259fl\u0259rl\u0259 v\u0259 \u00fcmumi ictimaiyy\u0259tl\u0259 m\u00fcsb\u0259t ictimai imicin formala\u015fd\u0131r\u0131lmas\u0131, etibar\u0131n art\u0131r\u0131lmas\u0131 v\u0259 uzunm\u00fcdd\u0259tli \u0259laq\u0259l\u0259rin qurulmas\u0131 \u00fc\u00e7\u00fcn vacib bir vasit\u0259 kimi \u00e7\u0131x\u0131\u015f edir. Bu g\u00fcn\u00fcn \u00e7ox r\u0259qab\u0259tli v\u0259 s\u00fcr\u0259tli inki\u015faf ed\u0259n bazar\u0131nda, brendl\u0259rin istehlak\u00e7\u0131lar\u0131n diqq\u0259tini \u00e7\u0259km\u0259k u\u011frunda daim m\u00fcbariz\u0259 apard\u0131\u011f\u0131 bir d\u00f6vrd\u0259 PR \u0259n\u0259n\u0259vi reklamlardan daha autentik v\u0259 t\u0259sirli bir \u00fcnsiyy\u0259t vasit\u0259si t\u0259min edir. H\u0259d\u0259f auditoriyaya uy\u011fun hekay\u0259l\u0259r yaratmaq v\u0259 ictimai narahatl\u0131qlar\u0131 \u00fcnvanlamaqla, PR brendin imicini formala\u015fd\u0131rma\u011fa k\u00f6m\u0259k edir v\u0259 onu daha \u0259laq\u0259li v\u0259 etibarl\u0131 edir. Bundan \u0259lav\u0259, PR t\u0259\u015fkilatlarla onlar\u0131n icmalar\u0131 aras\u0131nda k\u00f6rp\u00fc rolunu oynay\u0131r v\u0259 bu, bazar d\u0259yi\u015fiklikl\u0259rin\u0259 v\u0259 istehlak\u00e7\u0131 g\u00f6zl\u0259ntil\u0259rin\u0259 uy\u011funla\u015fmaq \u00fc\u00e7\u00fcn m\u00fch\u00fcm olan dialoq v\u0259 r\u0259y m\u00fcbadil\u0259sin\u0259 imkan verir. Bu, x\u00fcsusil\u0259 r\u0259q\u0259msal d\u00f6vrd\u0259 \u00f6n\u0259mlidir, \u00e7\u00fcnki m\u0259lumatlar s\u00fcr\u0259tl\u0259 yay\u0131l\u0131r v\u0259 brendl\u0259r h\u0259m m\u00fcsb\u0259t, h\u0259m d\u0259 m\u0259nfi reklam\u0131 real vaxtda idar\u0259 etm\u0259y\u0259 haz\u0131r olmal\u0131d\u0131r. Effektiv PR kampaniyalar\u0131 bir \u015firk\u0259tin reputasiyas\u0131n\u0131 y\u00fcks\u0259ld\u0259, media t\u0259msil\u00e7iliyini art\u0131ra v\u0259 \u00fcmumi brend m\u0259lumatl\u0131l\u0131\u011f\u0131n\u0131 g\u00fccl\u0259ndir\u0259 bil\u0259r ki, bu da n\u0259tic\u0259 olaraq m\u00fc\u015ft\u0259ri s\u0259daq\u0259tinin artmas\u0131na v\u0259 biznesin b\u00f6y\u00fcm\u0259sin\u0259 s\u0259b\u0259b ola bil\u0259r. PR-i marketinq strategiyalar\u0131na inteqrasiya etm\u0259kl\u0259, \u015firk\u0259tl\u0259r daha h\u0259rt\u0259r\u0259fli yana\u015fma t\u0259min ed\u0259, korporativ kimlikl\u0259rini auditoriyalar\u0131n\u0131n d\u0259y\u0259rl\u0259ri v\u0259 maraqlar\u0131 il\u0259 uy\u011funla\u015fd\u0131ra v\u0259 eyni zamanda potensial riskl\u0259ri qabaqc\u0131l \u00fcnsiyy\u0259t vasit\u0259sil\u0259 azaltm\u0131\u015f olurlar. \u018fn\u0259n\u0259vi reklam \u00fcsullar\u0131n\u0131n effektivliyi azald\u0131qca, t\u0259\u015fkilatlar \u00f6z auditoriyalar\u0131 il\u0259 orijinal v\u0259 c\u0259lbedici \u00fcnsiyy\u0259t\u0259 ehtiyac oldu\u011funu daha \u00e7ox d\u0259rk edirl\u0259r. M\u00fcasir marketinq strategiyalar\u0131n\u0131n formala\u015fd\u0131r\u0131lmas\u0131nda ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin \u0259sas rolunu, bu iki f\u0259nn aras\u0131nda qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259ni v\u0259 onlar\u0131n brend u\u011furunda kollektiv t\u0259sirini ara\u015fd\u0131rmaq \u00f6n\u0259mlidir. Biristiqam\u0259tli kommunikasiya v\u0259 idar\u0259 olunan mesajla\u015fman\u0131n \u00fcst\u00fcnl\u00fck t\u0259\u015fkil etdiyi \u0259n\u0259n\u0259vi marketinq paradiqmas\u0131 d\u0259rin transformasiyaya m\u0259ruz qalm\u0131\u015fd\u0131r [6].<\/p>\n<p>R\u0259q\u0259msal \u0259srd\u0259 istehlak\u00e7\u0131lar art\u0131q informasiyan\u0131n passiv al\u0131c\u0131s\u0131 deyil, dinamik s\u00f6hb\u0259tin f\u0259al i\u015ftirak\u00e7\u0131lar\u0131d\u0131r. Bu d\u0259yi\u015fiklik brendl\u0259rin \u00f6z auditoriyas\u0131na yana\u015fma t\u0259rzini \u0259sasl\u0131 \u015f\u0259kild\u0259 d\u0259yi\u015fdir\u0259r\u0259k daha interaktiv v\u0259 orijinal yana\u015fma t\u0259l\u0259b edir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r t\u0259\u015fkilatlar v\u0259 onlar\u0131n s\u0259hmdarlar\u0131 aras\u0131nda k\u00f6rp\u00fc rolunu oynayan bu yeni paradiqmada kritik oyun\u00e7u kimi meydana \u00e7\u0131x\u0131r. \u018fn\u0259n\u0259vi modeld\u0259 marketinq s\u0259yl\u0259ri ilk n\u00f6vb\u0259d\u0259 televiziya, radio v\u0259 \u00e7ap medias\u0131 kimi kanallar vasit\u0259sil\u0259 diqq\u0259tl\u0259 haz\u0131rlanm\u0131\u015f mesajlar\u0131n yay\u0131lmas\u0131na y\u00f6n\u0259ldilmi\u015fdir. Bununla bel\u0259, internetin v\u0259 sosial median\u0131n yaranmas\u0131 istehlak\u00e7\u0131lara informasiyaya misli g\u00f6r\u00fcnm\u0259mi\u015f \u00e7\u0131x\u0131\u015f imkan\u0131 v\u0259 fikirl\u0259rini bildirm\u0259k \u00fc\u00e7\u00fcn platforma verib. N\u0259tic\u0259d\u0259, brendl\u0259r orijinall\u0131\u011f\u0131n v\u0259 \u015f\u0259ffafl\u0131\u011f\u0131n m\u00fczakir\u0259 oluna bilm\u0259y\u0259c\u0259yi bir m\u00fchitd\u0259 i\u015fl\u0259yirl\u0259r. \u018flaq\u0259l\u0259rin qurulmas\u0131na v\u0259 ikit\u0259r\u0259fli \u00fcnsiyy\u0259tin inki\u015faf\u0131na \u0259sas diqq\u0259t yetirm\u0259kl\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r\u0259 daxil olun. PR m\u00fct\u0259x\u0259ssisl\u0259ri auditoriya il\u0259 \u0259laq\u0259 saxlama\u011f\u0131n, onlar\u0131n r\u0259yl\u0259rini dinl\u0259m\u0259nin v\u0259 s\u00f6hb\u0259tl\u0259rd\u0259 f\u0259al i\u015ftirak etm\u0259yin vacibliyini d\u0259rk edirl\u0259r. Bu proaktiv yana\u015fma se\u00e7dikl\u0259ri brendl\u0259rl\u0259 m\u0259nal\u0131 \u0259laq\u0259l\u0259r axtaran m\u00fcasir istehlak\u00e7\u0131lar\u0131n g\u00f6zl\u0259ntil\u0259ri il\u0259 \u00fcst-\u00fcst\u0259 d\u00fc\u015f\u00fcr. \u00dcst\u0259lik, inki\u015faf ed\u0259n paradiqma marketinqd\u0259 hekay\u0259nin \u0259h\u0259miyy\u0259tini vur\u011fulay\u0131r. Bir brendin sad\u0259c\u0259 \u00f6z m\u0259hsul v\u0259 ya xidm\u0259tl\u0259rini n\u00fcmayi\u015f etdirm\u0259si art\u0131q kifay\u0259t deyil; istehlak\u00e7\u0131lar \u00f6z d\u0259y\u0259rl\u0259ri v\u0259 ist\u0259kl\u0259ri il\u0259 s\u0259sl\u0259\u015f\u0259n povestl\u0259r\u0259 can at\u0131rlar. PR c\u0259lbedici hekay\u0259l\u0259r haz\u0131rlamaqda t\u0259cr\u00fcb\u0259si il\u0259 t\u0259\u015fkilatlara tranzaksiyadan k\u0259nara \u00e7\u0131xan bir brend hekay\u0259sini formala\u015fd\u0131rmaqda k\u00f6m\u0259k etm\u0259k \u00fc\u00e7\u00fcn \u0259v\u0259zolunmaz bir aktiv\u0259 \u00e7evrilir. Bu inki\u015faf ed\u0259n paradiqmada marketinq v\u0259 \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259rin yax\u0131nla\u015fmas\u0131 inteqrasiya olunmu\u015f kommunikasiya strategiyalar\u0131n\u0131n y\u00fcks\u0259li\u015find\u0259 ayd\u0131n g\u00f6r\u00fcn\u00fcr. T\u0259\u015fkilatlar marketinq, PR v\u0259 dig\u0259r kommunikasiya intizamlar\u0131 aras\u0131ndak\u0131 s\u0259rh\u0259dl\u0259rin bulan\u0131q oldu\u011fu bir m\u0259nz\u0259r\u0259d\u0259 gizli yana\u015fmalar\u0131n art\u0131q effektiv olmad\u0131\u011f\u0131n\u0131 ba\u015fa d\u00fc\u015f\u00fcrl\u0259r. Marketinq v\u0259 PR elementl\u0259rini m\u00fck\u0259mm\u0259l \u015f\u0259kild\u0259 birl\u0259\u015fdir\u0259n inteqrasiya olunmu\u015f kampaniyalar b\u00fct\u00f6v v\u0259 ard\u0131c\u0131l brend t\u0259cr\u00fcb\u0259sini t\u0259min ed\u0259r\u0259k normaya \u00e7evrilir. \u0130nki\u015faf ed\u0259n marketinq paradiqmas\u0131 \u0259n\u0259n\u0259vi, birt\u0259r\u0259fli kommunikasiya modell\u0259rind\u0259n uzaqla\u015fma\u011f\u0131 z\u0259ruri edir. \u0130stehlak\u00e7\u0131lar indi \u015f\u0259ffafl\u0131q v\u0259 h\u0259qiqilik g\u00f6zl\u0259yirl\u0259r. M\u00fcnasib\u0259tl\u0259rin qurulmas\u0131na, hekay\u0259l\u0259rin haz\u0131rlanmas\u0131na v\u0259 m\u00fcasir kommunikasiya kanallar\u0131n\u0131n m\u00fcr\u0259kk\u0259blikl\u0259rind\u0259 naviqasiyaya y\u00f6n\u0259lmi\u015f ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r m\u00fcasir d\u00f6vr \u00fc\u00e7\u00fcn u\u011furlu marketinq strategiyalar\u0131n\u0131n formala\u015fd\u0131r\u0131lmas\u0131nda \u0259v\u0259zsiz komponent kimi ortaya \u00e7\u0131x\u0131r. Marketinq v\u0259 PR aras\u0131ndak\u0131 bu simbiotik \u0259laq\u0259 sad\u0259c\u0259 m\u00f6vcud tendensiyalara cavab deyil; dinamik bazarda rezonans v\u0259 aktuall\u0131q axtaran t\u0259\u015fkilatlar \u00fc\u00e7\u00fcn strateji vacib \u015f\u0259rtdir [2, s.122].<\/p>\n<p>PR-in \u0259h\u0259miyy\u0259tini d\u0259rk etm\u0259k \u00fc\u00e7\u00fcn bir ne\u00e7\u0259 real i\u015f v\u0259 misal \u00fcz\u0259rind\u0259n ara\u015fd\u0131rma aparmaq olar. Bir \u00e7ox tan\u0131nm\u0131\u015f brend PR strategiyalar\u0131n\u0131n k\u00f6m\u0259yi il\u0259 b\u00f6hranlar\u0131n \u00f6hd\u0259sind\u0259n g\u0259lib v\u0259 \u00f6z m\u00f6vqel\u0259rini daha da g\u00fccl\u0259ndirib. M\u0259s\u0259l\u0259n, 2010-cu ild\u0259 BP \u015firk\u0259tind\u0259 ba\u015f ver\u0259n neft s\u0131zmas\u0131 hadis\u0259si b\u00f6y\u00fck bir ekoloji f\u0259lak\u0259t\u0259 s\u0259b\u0259b oldu v\u0259 \u015firk\u0259tin ictimai imici ciddi \u015f\u0259kild\u0259 z\u0259r\u0259r g\u00f6rd\u00fc. Bu hadis\u0259d\u0259n sonra BP \u00fc\u00e7\u00fcn ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r daha b\u00f6y\u00fck \u00f6n\u0259m da\u015f\u0131ma\u011fa ba\u015flad\u0131. \u015eirk\u0259t yaln\u0131z maliyy\u0259 v\u0259 texniki probleml\u0259rl\u0259 deyil, h\u0259m d\u0259 z\u0259d\u0259l\u0259nmi\u015f ictimai etibar\u0131 b\u0259rpa etm\u0259kl\u0259 m\u0259\u015f\u011ful oldu. Burada PR-in m\u0259qs\u0259di b\u00f6hran\u0131 idar\u0259 etm\u0259k v\u0259 ictimaiyy\u0259t\u0259 hadis\u0259 il\u0259 ba\u011fl\u0131 d\u00fczg\u00fcn m\u0259lumat verm\u0259k idi. BP PR strategiyalar\u0131ndan istifad\u0259 ed\u0259r\u0259k, hadis\u0259ni minimal itki il\u0259 idar\u0259 etm\u0259y\u0259 \u00e7al\u0131\u015fd\u0131, ekologiyaya verdiyi z\u0259r\u0259rl\u0259ri azaltmaq \u00fc\u00e7\u00fcn f\u0259aliyy\u0259tl\u0259rini g\u00f6st\u0259rdi v\u0259 z\u0259r\u0259r\u00e7\u0259k\u0259nl\u0259r\u0259 d\u0259st\u0259k olmaq \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif t\u0259dbirl\u0259r h\u0259yata ke\u00e7irdi. \u015eirk\u0259t h\u0259m\u00e7inin uzunm\u00fcdd\u0259tli kampaniyalarla yenid\u0259n \u00f6z imicini b\u0259rpa etm\u0259y\u0259 \u00e7al\u0131\u015fd\u0131 [11]. PR strategiyalar\u0131n\u0131n brendin m\u00f6vqeyini v\u0259 etibar\u0131n\u0131 g\u00fccl\u0259ndirdiyinin dig\u0259r bir real n\u00fcmun\u0259si is\u0259 Nike \u015firk\u0259ti il\u0259 ba\u011fl\u0131d\u0131r. 1990-c\u0131 ill\u0259rd\u0259 Nike u\u015faq \u0259m\u0259yind\u0259n istifad\u0259 etm\u0259kd\u0259 ittiham edildiyi \u00fc\u00e7\u00fcn ciddi ictimai t\u0259zyiql\u0259rl\u0259 \u00fczl\u0259\u015fdi. \u015eirk\u0259tin PR \u015f\u00f6b\u0259si bu b\u00f6hran\u0131 h\u0259ll etm\u0259k \u00fc\u00e7\u00fcn strategiyalar haz\u0131rlad\u0131. Nike \u015f\u0259ffafl\u0131\u011f\u0131 art\u0131rmaq v\u0259 i\u015f\u00e7i h\u00fcquqlar\u0131n\u0131 qorumaq m\u0259qs\u0259dil\u0259 bir s\u0131ra d\u0259yi\u015fiklikl\u0259r\u0259 getdi. PR strategiyalar\u0131 \u00e7\u0259r\u00e7iv\u0259sind\u0259 Nike, i\u015f\u00e7i \u015f\u0259raitinin yax\u015f\u0131la\u015fd\u0131r\u0131lmas\u0131 il\u0259 ba\u011fl\u0131 t\u0259dbirl\u0259r g\u00f6rd\u00fcy\u00fcn\u00fc g\u00f6st\u0259rdi v\u0259 bu sah\u0259d\u0259 apar\u0131c\u0131 rol oynama\u011fa \u00e7al\u0131\u015fd\u0131. N\u0259tic\u0259d\u0259 \u015firk\u0259t \u00f6z imicini xeyli yax\u015f\u0131la\u015fd\u0131rd\u0131 v\u0259 haz\u0131rda sosial m\u0259suliyy\u0259t\u0259 x\u00fcsusi diqq\u0259t yetir\u0259n brendl\u0259rd\u0259n biri kimi tan\u0131n\u0131r. Dig\u0259r bir maraql\u0131 misal is\u0259 Starbucks il\u0259 ba\u011fl\u0131d\u0131r. Starbucks brendi, yaln\u0131z m\u0259hsullar\u0131 il\u0259 deyil, h\u0259m d\u0259 sosial m\u0259suliyy\u0259t sah\u0259sind\u0259 g\u00f6rd\u00fcy\u00fc i\u015fl\u0259rl\u0259 tan\u0131n\u0131r. PR strategiyalar\u0131 vasit\u0259sil\u0259 Starbucks ekoloji v\u0259 sosial m\u0259suliyy\u0259t m\u0259s\u0259l\u0259l\u0259rin\u0259 ciddi yana\u015fd\u0131\u011f\u0131n\u0131 g\u00f6st\u0259rdi. \u015eirk\u0259t m\u00fcnt\u0259z\u0259m olaraq ekologiya, \u0259dal\u0259tli ticar\u0259t v\u0259 i\u015f\u00e7i h\u00fcquqlar\u0131 sah\u0259sind\u0259 yeni t\u0259\u015f\u0259bb\u00fcsl\u0259rl\u0259 \u00e7\u0131x\u0131\u015f edir. Starbucks-un PR strategiyalar\u0131 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rind\u0259 brendin \u015f\u0259ffafl\u0131q, d\u00fcr\u00fcstl\u00fck v\u0259 sosial m\u0259suliyy\u0259t m\u0259s\u0259l\u0259l\u0259rin\u0259 verdiyi \u0259h\u0259miyy\u0259ti g\u00f6st\u0259rm\u0259kl\u0259 onu daha \u00e7ox istehlak\u00e7\u0131lar\u0131n r\u0259\u011fb\u0259tini qazanan bir marka hal\u0131na g\u0259tirdi. [12]<\/p>\n<p>M\u00fcasir marketinq strategiyalar\u0131nda PR yaln\u0131z b\u00f6hran zaman\u0131 istifad\u0259 edilmir. U\u011furlu kampaniyalar v\u0259 yeni m\u0259hsullar\u0131n t\u0259qdimat\u0131 zaman\u0131 da PR m\u00fch\u00fcm rol oynay\u0131r. M\u0259s\u0259l\u0259n, Apple brendi h\u0259r bir yeni m\u0259hsulun t\u0259qdimat\u0131nda PR strategiyas\u0131ndan geni\u015f \u015f\u0259kild\u0259 istifad\u0259 edir. \u015eirk\u0259t, m\u0259hsul t\u0259qdimatlar\u0131n\u0131 yaln\u0131z reklamla deyil, h\u0259m d\u0259 PR vasit\u0259sil\u0259 idar\u0259 edir. M\u0259hsullar\u0131n t\u0259qdimat\u0131ndan \u0259vv\u0259l v\u0259 sonra ke\u00e7iril\u0259n t\u0259dbirl\u0259r, media il\u0259 \u0259m\u0259kda\u015fl\u0131q v\u0259 s. PR vasit\u0259sil\u0259 Apple-\u0131n brend imicini daha da g\u00fccl\u0259ndirir v\u0259 istehlak\u00e7\u0131lara innovativ v\u0259 qabaqc\u0131l texnologiyalar\u0131 t\u0259qdim edir. PR-in effektivliyi yaln\u0131z b\u00f6y\u00fck brendl\u0259r \u00fc\u00e7\u00fcn deyil, ki\u00e7ik v\u0259 orta m\u00fc\u0259ssis\u0259l\u0259r \u00fc\u00e7\u00fcn d\u0259 \u0259h\u0259miyy\u0259tlidir. M\u0259s\u0259l\u0259n, yerli bir restoran, m\u00fc\u015ft\u0259ri m\u0259mnuniyy\u0259ti v\u0259 ictimaiyy\u0259tl\u0259 m\u00fcsb\u0259t \u0259laq\u0259l\u0259r vasit\u0259sil\u0259 u\u011furlu PR kampaniyalar\u0131 h\u0259yata ke\u00e7ir\u0259 bil\u0259r. X\u00fcsusil\u0259 sosial media platformalar\u0131n\u0131n geni\u015f yay\u0131lmas\u0131 PR strategiyalar\u0131n\u0131n daha \u0259l\u00e7atan v\u0259 t\u0259sirli olmas\u0131na imkan yarad\u0131r. Sosial media vasit\u0259sil\u0259 ki\u00e7ik m\u00fc\u0259ssis\u0259l\u0259r \u00f6z m\u0259hsullar\u0131n\u0131 v\u0259 xidm\u0259tl\u0259rini daha geni\u015f k\u00fctl\u0259l\u0259r\u0259 \u00e7atd\u0131rmaq imkan\u0131 \u0259ld\u0259 edir. H\u0259m\u00e7inin, m\u00fc\u015ft\u0259ri r\u0259yl\u0259ri v\u0259 ictimaiyy\u0259tl\u0259 qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259 qurmaq \u00fc\u00e7\u00fcn PR vasit\u0259l\u0259ri ki\u00e7ik m\u00fc\u0259ssis\u0259l\u0259r\u0259 m\u00fcsb\u0259t brend imici formala\u015fd\u0131rmaq \u00fc\u00e7\u00fcn \u0259v\u0259zsiz imkanlar yarad\u0131r. PR strategiyalar\u0131 yaln\u0131z reklamdan ibar\u0259t deyil. M\u00fcasir d\u00f6vrd\u0259 PR brendl\u0259rin c\u0259miyy\u0259td\u0259 hans\u0131 m\u00f6vqed\u0259 durdu\u011funu v\u0259 hans\u0131 d\u0259y\u0259rl\u0259ri t\u0259msil etdiyini g\u00f6st\u0259rm\u0259k \u00fc\u00e7\u00fcn istifad\u0259 olunan bir vasit\u0259dir. \u0130stehlak\u00e7\u0131lar art\u0131q yaln\u0131z m\u0259hsulun keyfiyy\u0259tin\u0259 deyil, h\u0259m d\u0259 onun arxas\u0131nda duran \u015firk\u0259tin sosial m\u0259suliyy\u0259tin\u0259 v\u0259 d\u0259y\u0259rl\u0259rin\u0259 d\u0259 \u00f6n\u0259m verirl\u0259r. M\u0259s\u0259l\u0259n, Coca-Cola \u015firk\u0259ti m\u00fcnt\u0259z\u0259m olaraq ekoloji m\u0259suliyy\u0259t layih\u0259l\u0259rind\u0259 i\u015ftirak edir v\u0259 bu f\u0259aliyy\u0259tl\u0259rini geni\u015f \u015f\u0259kild\u0259 PR vasit\u0259sil\u0259 ictimaiyy\u0259t\u0259 \u00e7atd\u0131r\u0131r. \u015eirk\u0259t bu t\u0259\u015f\u0259bb\u00fcsl\u0259rl\u0259 yaln\u0131z \u00f6z m\u0259hsullar\u0131n\u0131n tan\u0131t\u0131m\u0131n\u0131 h\u0259yata ke\u00e7irmir, h\u0259m d\u0259 ekoloji m\u0259suliyy\u0259t\u0259 sadiqliyini g\u00f6st\u0259rir, bu da istehlak\u00e7\u0131lar\u0131n n\u0259z\u0259rind\u0259 m\u00fcsb\u0259t imic yarad\u0131r. [8]<\/p>\n<p><strong>Brendinqin inki\u015faf\u0131:<\/strong> M\u00fcasir biznesin \u015fidd\u0259tli r\u0259qab\u0259t m\u0259nz\u0259r\u0259sind\u0259 brendin etibarl\u0131l\u0131\u011f\u0131 u\u011furun t\u0259m\u0259l da\u015f\u0131 kimi dayan\u0131r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r brendin etibarl\u0131l\u0131\u011f\u0131n\u0131 yaratmaq v\u0259 art\u0131rmaq \u00fc\u00e7\u00fcn bir s\u0131ra strateji al\u0259tl\u0259rd\u0259n istifad\u0259 ed\u0259r\u0259k bu arenada m\u0259rk\u0259zi yer tutur. Etibarl\u0131l\u0131q sad\u0259c\u0259 bir s\u00f6z deyil; bu, istehlak\u00e7\u0131 inam\u0131n\u0131n, s\u0259daq\u0259tinin formala\u015fd\u0131\u011f\u0131 v\u0259 uzunm\u00fcdd\u0259tli m\u00fcnasib\u0259tl\u0259rin quruldu\u011fu t\u0259m\u0259ldir. \u00d6z mahiyy\u0259tind\u0259 brendin etibarl\u0131l\u0131\u011f\u0131 istehlak\u00e7\u0131n\u0131n g\u00f6z\u00fcnd\u0259 etibarl\u0131, etibarl\u0131 v\u0259 orijinal kimi q\u0259bul olunmaqd\u0131r. M\u0259lumat\u0131n bol oldu\u011fu, lakin diqq\u0259tin tez ke\u00e7diyi bir d\u00fcnyada bu etimad\u0131n yarad\u0131lmas\u0131 v\u0259 qorunub saxlan\u0131lmas\u0131 b\u00f6y\u00fck bir problemdir. Rezonans do\u011furan hekay\u0259l\u0259r, h\u0259qiq\u0259ti \u0259ks etdir\u0259n mesajlar v\u0259 ara\u015fd\u0131rmaya tab g\u0259tir\u0259n m\u00fcnasib\u0259tl\u0259r yaratmaq \u00fc\u00e7\u00fcn \u00f6z t\u0259cr\u00fcb\u0259sind\u0259n istifad\u0259 ed\u0259r\u0259k, PR add\u0131m atd\u0131\u011f\u0131 yerdir. Strateji hekay\u0259l\u0259r PR-in brend etibar\u0131n\u0131 yaratmaq \u00fc\u00e7\u00fcn yana\u015fmas\u0131n\u0131n \u0259sas\u0131n\u0131 t\u0259\u015fkil edir. Diqq\u0259tl\u0259 qurulmu\u015f hekay\u0259l\u0259r vasit\u0259sil\u0259 t\u0259\u015fkilatlar \u00f6z auditoriyalar\u0131 il\u0259 daha d\u0259rin, emosional s\u0259viyy\u0259d\u0259 \u0259laq\u0259 saxlaya bil\u0259rl\u0259r. Bu hekay\u0259l\u0259r bir m\u0259hsulun x\u00fcsusiyy\u0259tl\u0259ri v\u0259 faydalar\u0131ndan k\u0259nara \u00e7\u0131x\u0131r; onlar brendin d\u0259y\u0259rini, missiyas\u0131n\u0131 v\u0259 d\u00fcnyada etm\u0259k ist\u0259diyi m\u00fcsb\u0259t t\u0259siri \u0259hat\u0259 edir. Brendin humanistl\u0259\u015fdirilm\u0259si il\u0259 PR etibarl\u0131l\u0131\u011f\u0131n \u0259sas\u0131n\u0131 qoyaraq, \u0259laq\u0259li v\u0259 orijinal bir \u015f\u0259xsiyy\u0259t yarad\u0131r. PR-in dig\u0259r \u0259sas aspekti olan media \u0259laq\u0259l\u0259ri brendin etibarl\u0131l\u0131\u011f\u0131n\u0131n art\u0131r\u0131lmas\u0131nda m\u00fch\u00fcm rol oynay\u0131r. \u0130st\u0259r \u0259n\u0259n\u0259vi sat\u0131\u015f m\u0259nt\u0259q\u0259l\u0259ri, ist\u0259rs\u0259 d\u0259 r\u0259q\u0259msal platformalar vasit\u0259sil\u0259 m\u00fcsb\u0259t media \u0259hat\u0259sinin t\u0259min edilm\u0259si \u00fc\u00e7\u00fcnc\u00fc t\u0259r\u0259fin t\u0259sdiqini t\u0259min edir. N\u00fcfuzlu m\u0259nb\u0259l\u0259r brendi v\u0259 ya onun t\u0259\u015f\u0259bb\u00fcsl\u0259rini t\u0259sdiql\u0259dikd\u0259, bu, \u00f6z\u00fcn\u00fc tan\u0131tmaqdan k\u0259nara \u00e7\u0131xan etibarl\u0131l\u0131q qat\u0131n\u0131 \u0259lav\u0259 edir. PR m\u00fct\u0259x\u0259ssisl\u0259ri jurnalistl\u0259r v\u0259 t\u0259sir ed\u0259nl\u0259rl\u0259 \u0259laq\u0259l\u0259r qurur, brendin median\u0131n g\u00f6z\u00fcnd\u0259 m\u00fcsb\u0259t m\u00f6vqe tutmas\u0131n\u0131 t\u0259min edir. \u0130nformasiya \u015f\u0259ffafl\u0131\u011f\u0131 \u0259srind\u0259 istehlak\u00e7\u0131lar bunun f\u0259rqind\u0259dirl\u0259r v\u0259 h\u0259qiqiliy\u0259 d\u0259y\u0259r verirl\u0259r. PR \u00fcnsiyy\u0259t s\u0259yl\u0259rini t\u0259\u015fkilati d\u0259y\u0259rl\u0259rl\u0259 uy\u011funla\u015fd\u0131r\u0131r, ictimaiyy\u0259t\u0259 \u00e7atd\u0131r\u0131lan mesajlar\u0131n brendin h\u0259r\u0259k\u0259tl\u0259ri il\u0259 uy\u011fun olmas\u0131n\u0131 t\u0259min edir. Orijinall\u0131q yaln\u0131z marketinq \u015f\u00fcar\u0131 deyil; bu, \u015f\u0259ffafl\u0131\u011fa, etik t\u0259cr\u00fcb\u0259l\u0259r\u0259 v\u0259 h\u0259qiqi \u0259laq\u0259y\u0259 sadiqlikdir. PR strategiyalar\u0131 bu orijinall\u0131\u011f\u0131 g\u00fccl\u0259ndirm\u0259k \u00fc\u00e7\u00fcn n\u0259z\u0259rd\u0259 tutulmu\u015fdur, markan\u0131n dedikl\u0259ri il\u0259 onun etdikl\u0259ri aras\u0131nda uy\u011funluq yarad\u0131r. Bundan \u0259lav\u0259, PR-in rolu brendin etibarl\u0131l\u0131\u011f\u0131n\u0131n qorunmas\u0131nda m\u00fch\u00fcm komponent olan b\u00f6hran kommunikasiyas\u0131na q\u0259d\u0259r uzan\u0131r. He\u00e7 bir t\u0259\u015fkilat probleml\u0259rd\u0259n s\u0131\u011fortalanmay\u0131b v\u0259 brendin b\u00f6hranlar\u0131 nec\u0259 idar\u0259 etm\u0259si onun nec\u0259 q\u0259bul olundu\u011funa d\u0259rind\u0259n t\u0259sir edir. \u00c7\u0259tin d\u00f6vrl\u0259rd\u0259 operativ, \u015f\u0259ffaf v\u0259 orijinal cavab verm\u0259kl\u0259, PR m\u00fct\u0259x\u0259ssisl\u0259ri brendin etibarl\u0131l\u0131\u011f\u0131n\u0131 qoruma\u011fa v\u0259 ya h\u0259tta b\u0259rpa etm\u0259y\u0259 t\u00f6hf\u0259 verirl\u0259r. Brendin etibarl\u0131l\u0131\u011f\u0131n\u0131 art\u0131rmaq k\u00f6m\u0259k\u00e7i m\u0259qs\u0259d deyil, m\u00fcasir marketinqd\u0259 strateji imperativdir. Strateji hekay\u0259l\u0259r, media \u0259laq\u0259l\u0259ri, orijinall\u0131q v\u0259 b\u00f6hran idar\u0259\u00e7iliyin\u0259 diqq\u0259t yetir\u0259n ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r bu etibarl\u0131l\u0131\u011f\u0131n yarad\u0131lmas\u0131nda v\u0259 qorunmas\u0131nda \u0259sas rol oynay\u0131r. \u0130stehlak\u00e7\u0131n\u0131n n\u0259z\u0259rind\u0259 etibarl\u0131 brend sad\u0259c\u0259 m\u0259hsul v\u0259 ya xidm\u0259t deyil, o, se\u00e7iml\u0259r d\u0259nizind\u0259 etibarl\u0131 m\u00fctt\u0259fiqdir v\u0259 PR bu s\u0259yah\u0259t\u0259 r\u0259hb\u0259rlik ed\u0259n kompasd\u0131r.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>N\u018fT\u0130C\u018f<\/strong><\/p>\n<p>Dem\u0259k olar ki, h\u0259r bir \u015firk\u0259t marketinq b\u00fcdc\u0259sini formala\u015fd\u0131rd\u0131qda ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r, markan\u0131n t\u0259\u015fviqi strategiyas\u0131n\u0131 dig\u0259rl\u0259rind\u0259n f\u0259rql\u0259ndirm\u0259k \u00fc\u00e7\u00fcn a\u00e7\u0131q se\u00e7im\u0259 \u00e7evrilir. Hekay\u0259 v\u0259 ya b\u0259zi faydal\u0131 m\u0259lumatlar\u0131n \u0259lav\u0259 edilm\u0259si brend\u0259 marketinq m\u0259lumatlar\u0131n\u0131n qar\u0131\u015f\u0131ql\u0131\u011f\u0131n\u0131 aradan qald\u0131rma\u011fa k\u00f6m\u0259k edir v\u0259 bu yolla PR \u00f6z funksiyas\u0131n\u0131 yerin\u0259 yetirir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r \u015firk\u0259t\u0259 \u0259lav\u0259 d\u0259y\u0259r qat\u0131r v\u0259 istehlak\u00e7\u0131larla markaya maraq yaradan v\u0259 onu istehlak\u00e7\u0131lar\u0131n aid ed\u0259 bil\u0259c\u0259yi sosial bir \u0259mt\u0259\u0259 hal\u0131na g\u0259tir\u0259n \u015f\u0259kild\u0259 \u0259laq\u0259 qurur. Marketoloqlar getdikc\u0259 daha \u00e7ox marka d\u0259y\u0259ri yaratmaq, brendin canl\u0131l\u0131\u011f\u0131n\u0131 qorumaq v\u0259 marka etibar\u0131n\u0131 yaratmaq \u00fc\u00e7\u00fcn PR-\u0259 \u00fcst\u00fcnl\u00fck verm\u0259y\u0259 ba\u015flay\u0131blar. B\u00fct\u00fcn bu s\u0259b\u0259bl\u0259ri n\u0259z\u0259r\u0259 alaraq firmalar\u0131n \u00f6z imicl\u0259rini qorumas\u0131 \u00fc\u00e7\u00fcn ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r b\u00f6lm\u0259sind\u0259 n\u0259l\u0259r\u0259 diqq\u0259t etm\u0259li olduqlar\u0131n\u0131, apard\u0131qlar\u0131 siyas\u0259td\u0259 n\u0259l\u0259r\u0259 \u00fcst\u00fcnl\u00fck verm\u0259li olduqlar\u0131n\u0131, firman\u0131n imicinin formala\u015fmas\u0131nda hans\u0131 faktorlar\u0131n \u00f6n plana \u00e7\u0131xd\u0131\u011f\u0131n\u0131 v\u0259 bu faktorlardan nec\u0259 d\u00fczg\u00fcn istifad\u0259 etm\u0259li olduqlar\u0131n\u0131 ara\u015fd\u0131rmaq olduqca m\u00fchim ehtiyaca \u00e7evrilib.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u0130ST\u0130FAD\u018f ED\u0130LM\u0130\u015e \u018fD\u018fB\u0130YYAT: <\/strong><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Black Sam. Introduction to Public Relations. 1989, pp. 32-58<\/li>\n<li>Cutlip, Scott M. The Unseen Power: Public Relations, A History. \/\/ &#8211; 1994, pp. 120-142<\/li>\n<li>Glen M. Broom and others. Cutlip and Center&#8217;s Effective Public Relations. 2019, pp. 45-67<\/li>\n<li>Grunig, James E and others. Models of Public Relations and Communication. 2008, pp. 89-104<\/li>\n<li>Grunig, James E. Managing Public Relations. 1984, pp. 112-138<\/li>\n<li>Harlow, Rex F. Public Relations: Definitions and Trends. 1976, pp. 13-29<\/li>\n<li>Heath, Robert L. and Coombs, W. Timothy. Today\u2019s Public Relations: An Introduction. 2006, pp. 66-84<\/li>\n<li>Isaacson, Walter. Steve Jobs. \/\/ &#8211; Simon &amp; Schuster, 2011, pp. 223-255.<\/li>\n<li>Maines David R. The Social Construction of Meaning. 2000, pp. 203-218<\/li>\n<li>McNamara Robert. Edward Bernays, Father of Public Relations and Propaganda. 2021, pp. 54-73<\/li>\n<li>Smith, N. Craig, and Ashford, E. BP and the Deepwater Horizon Disaster of 2010. INSEAD Case Study, 2012, pp. 15-38.<\/li>\n<li>Starbucks Corporation. Global Social Impact Report. 2019, pp. 45-67.<\/li>\n<li>Vitale, Joe. There\u2019s a Customer Born Every Minute: P.T. Barnum\u2019s Secrets to Business Success. 1998, pp. 76-95<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Muslimat Allahverdiyeva,<\/strong><strong>Elshan Jabrayilzada<\/strong><\/p>\n<p><strong>\u00a0ROLE OF PUBL\u0130C RELAT\u0130ONS \u0130N SHAP\u0130NG A COMPANY&#8217;S IMAGE<\/strong><\/p>\n<p><strong>\u00a0<\/strong><strong>Abstract<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>This research focuses on the increasing importance of public relations (PR) for companies in an era where constant and uninterrupted communication with consumers is facilitated by the internet. Consumers frequently interact with companies by reacting to advertisements, sharing opinions about products, and addressing complaints or needs to company representatives. These dynamics compel companies to prioritize effective public relations and maintain strong customer communication to protect and enhance their corporate image. The primary aim of this research is to explore the heightened significance of PR in the modern business environment.<\/p>\n<p>Qualitative methods were employed to perform a theoretical analysis of the collected information. This analysis draws on specialized literature, professional research platforms, and academic articles in the fields of marketing and sociology. Furthermore, historical and contemporary company policies and actions were examined to provide practical insights into real-life situations and challenges.<\/p>\n<p>The findings of this research provide companies with actionable insights into strengthening their public relations strategies. Key recommendations include identifying critical elements for protecting and enhancing corporate image, prioritizing relevant aspects of PR policies, and effectively leveraging these factors to improve customer engagement and brand loyalty. These considerations are essential for modern businesses aiming to maintain a competitive edge.<\/p>\n<p>Public relations play a pivotal role in raising brand awareness and fostering consumer loyalty. Incorporating PR into a company&#8217;s overarching strategy is essential for maintaining performance standards, building trust, and enhancing reliability in the marketplace.<\/p>\n<p><strong>Keywords: <\/strong>public relations, PR, marketing, company image, brand<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>\u041c\u0443\u0441\u043b\u0438\u043c\u0430\u0442 \u0410\u043b\u043b\u0430\u0445\u0432\u0435\u0440\u0434\u0438\u0435\u0432\u0430,\u00a0<\/strong><strong>\u042d\u043b\u044c\u0448\u0430\u043d \u0414\u0436\u0430\u0431\u0440\u0430\u0438\u043b\u0437\u0430\u0434\u0435 <\/strong><\/p>\n<p><strong>\u0420\u041e\u041b\u042c \u0421\u0412\u042f\u0417\u0415\u0419 \u0421 \u041e\u0411\u0429\u0415\u0421\u0422\u0412\u0415\u041d\u041d\u041e\u0421\u0422\u042c\u042e \u0412 \u0424\u041e\u0420\u041c\u0418\u0420\u041e\u0412\u0410\u041d\u0418\u0418 <\/strong><strong>\u0418\u041c\u0418\u0414\u0416\u0410 \u041a\u041e\u041c\u041f\u0410\u041d\u0418\u0418<\/strong><\/p>\n<p><strong>\u00a0<\/strong><strong>\u0420\u0435\u0437\u044e\u043c\u0435<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>\u0412 \u0441\u043e\u0432\u0440\u0435\u043c\u0435\u043d\u043d\u043e\u043c \u043c\u0438\u0440\u0435 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f \u043c\u0435\u0436\u0434\u0443 \u043b\u044e\u0434\u044c\u043c\u0438 \u0438 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u044f\u043c\u0438 \u0432\u0441\u0435 \u0447\u0430\u0449\u0435 \u043e\u0441\u0443\u0449\u0435\u0441\u0442\u0432\u043b\u044f\u0435\u0442\u0441\u044f \u043e\u043d\u043b\u0430\u0439\u043d. \u041b\u044e\u0434\u0438 \u0440\u0435\u0430\u0433\u0438\u0440\u0443\u044e\u0442 \u043d\u0430 \u0440\u0435\u043a\u043b\u0430\u043c\u0443, \u043e\u0446\u0435\u043d\u0438\u0432\u0430\u044e\u0442 \u0435\u0435, \u0434\u0435\u043b\u044f\u0442\u0441\u044f \u043c\u043d\u0435\u043d\u0438\u0435\u043c \u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430\u0445 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Az\u0259rbaycan D\u00f6vl\u0259t \u0130qtisad Universiteti, \u0130qtisadi v\u0259 texnoloji elml\u0259r kafedras\u0131, iqtisad elml\u0259ri doktoru, dosent E-mail: allahverdiyeva_muslunat@mail.ru \u00a0 El\u015f\u0259n C\u018fBRAYILZAD\u018f Az\u0259rbaycan D\u00f6vl\u0259t \u0130qtisad Universiteti, \u0130qtisadi v\u0259 texnoloji elml\u0259r\u00a0kafedras\u0131, magistrant \u00a0E-mail: elshanjabrailzadeh@gmail.com UOT:330.35 \u00a0 X\u00fclas\u0259. T\u0259dqiqat\u0131n m\u0259qs\u0259di \u2013 M\u00fcsir d\u00f6vrd\u0259 insanlar internet vasit\u0259sil\u0259 dem\u0259k olar ki, \u015firk\u0259tl\u0259rl\u0259 daim v\u0259 fasil\u0259siz \u015f\u0259kild\u0259 \u00fcnsiyy\u0259td\u0259 olurlar. Onlar qar\u015f\u0131lar\u0131na \u00e7\u0131xan [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1042,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cild-1--1"],"_links":{"self":[{"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/posts\/1091","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/comments?post=1091"}],"version-history":[{"count":2,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/posts\/1091\/revisions"}],"predecessor-version":[{"id":1093,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/posts\/1091\/revisions\/1093"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/media\/1042"}],"wp:attachment":[{"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/media?parent=1091"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/categories?post=1091"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/socialresearchjournal.az\/index.php\/wp-json\/wp\/v2\/tags?post=1091"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}