Bir Halkla İlişkiler Ütopyası: Diyalojik Halkla İlişkiler

In this article dialogical public relations which has been frequently discussed among public relations scholars since the emergence of the Internet is considered the ‘utopic’ approach. A dialectic approach is used while discussing the practicality of dialogical public relations and this study follows the steps that Ollman (2011) defines as a ‘dance’. In a dialectic way of thinking it is very important to understand how pieces fit into the whole and this article first examines why ‘dialogical public relations’ is considered as the utopia and the relationship between dialogical public relations and the information society. Second examining a ‘concept’ separately from its past means detaching it from its context and ignoring its meaning within the whole. Therefore the basic approaches to public relations before the emergence of dialogical public relations were discussed here. Third the practicality of dialogical public relations is discussed in the contexts of ‘public’ and ‘organization’ which were transformed in times that could be defined as postmodern late modern flexible capitalist or post-industrialist.