Building the Country’s Image with the PESO Model: A Strategy Assessment on the ‘Hello Türkiye’ Campaign

Deniz Özer Alper

Makale detayları

Building the Country’s Image with the PESO Model: A Strategy Assessment on the ‘Hello Türkiye’ Campaign

Yazarlar:

Deniz Özer Alper

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Çalışmaları | Halkla İlişkiler

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 1, pp.67-89

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001340016

pISSN:

1308-3198

Anahtar kelimeler:

Özet:

 Like brands, countries are in competition with each other, and this competition includes efforts to build a reputation and create a positive perception about the country, not only in the political, economic or cultural field. Public relations, marketing and advertising activities in country image campaigns are the primary targets for ensuring media visibility. In this context, the current study focuses on the strategic communication management practices of country administrations, which aim to create country value in country image campaigns, on an international platform. Accordingly, the image campaign in the Hello Türkiye project, in which Turkey changed its name from Turkey to Türkiye, where it is internationally known, is evaluated. With such a campaign, Türkiyes image perception abroad is tried to be increased. The planning and implementation stages of the campaign were followed and examined. Project subject, campaign objectives, strategic planning, indicators, messages, target groups, visual identity, and other issues are evaluated within the framework of the PESO model. The model refers to the coordinated use of paid, earned, shared and owned media channels in public relations and marketing campaigns. This model adds value to the communication strategy of campaigns and allows each channel to be implemented very effectively for the announcement of campaign messages. Using the PESO framework, the focus is on the communication tools and media platforms used in Türkiyes Hello Türkiye campaign. The role of campaign planning and strategic communication in campaigns is examined in announcing the country image campaign by integrating communication channels. Research data were collected in June 2024. The data were obtained from the web page and social media accounts of the Presidency of Communication of the Republic of Türkiye and news websites. The collected information is explained by descriptive analysis from qualitative content analysis.

 Like brands, countries are in competition with each other, and this competition includes efforts to build a reputation and create a positive perception about the country, not only in the political, economic or cultural field. Public relations, marketing and advertising activities in country image campaigns are the primary targets for ensuring media visibility. In this context, the current study focuses on the strategic communication management practices of country administrations, which aim to create country value in country image campaigns, on an international platform. Accordingly, the image campaign in the Hello Türkiye project, in which Turkey changed its name from Turkey to Türkiye, where it is internationally known, is evaluated. With such a campaign, Türkiyes image perception abroad is tried to be increased. The planning and implementation stages of the campaign were followed and examined. Project subject, campaign objectives, strategic planning, indicators, messages, target groups, visual identity, and other issues are evaluated within the framework of the PESO model. The model refers to the coordinated use of paid, earned, shared and owned media channels in public relations and marketing campaigns. This model adds value to the communication strategy of campaigns and allows each channel to be implemented very effectively for the announcement of campaign messages. Using the PESO framework, the focus is on the communication tools and media platforms used in Türkiyes Hello Türkiye campaign. The role of campaign planning and strategic communication in campaigns is examined in announcing the country image campaign by integrating communication channels. Research data were collected in June 2024. The data were obtained from the web page and social media accounts of the Presidency of Communication of the Republic of Türkiye and news websites. The collected information is explained by descriptive analysis from qualitative content analysis.

 Like brands, countries are in competition with each other, and this competition includes efforts to build a reputation and create a positive perception about the country, not only in the political, economic or cultural field. Public relations, marketing and advertising activities in country image campaigns are the primary targets for ensuring media visibility. In this context, the current study focuses on the strategic communication management practices of country administrations, which aim to create country value in country image campaigns, on an international platform. Accordingly, the image campaign in the Hello Türkiye project, in which Turkey changed its name from Turkey to Türkiye, where it is internationally known, is evaluated. With such a campaign, Türkiyes image perception abroad is tried to be increased. The planning and implementation stages of the campaign were followed and examined. Project subject, campaign objectives, strategic planning, indicators, messages, target groups, visual identity, and other issues are evaluated within the framework of the PESO model. The model refers to the coordinated use of paid, earned, shared and owned media channels in public relations and marketing campaigns. This model adds value to the communication strategy of campaigns and allows each channel to be implemented very effectively for the announcement of campaign messages. Using the PESO framework, the focus is on the communication tools and media platforms used in Türkiyes Hello Türkiye campaign. The role of campaign planning and strategic communication in campaigns is examined in announcing the country image campaign by integrating communication channels. Research data were collected in June 2024. The data were obtained from the web page and social media accounts of the Presidency of Communication of the Republic of Türkiye and news websites. The collected information is explained by descriptive analysis from qualitative content analysis.

 Markalar gibi ülkeler de birbiri ile rekabet içindedir ve bu rekabet yalnızca politik, ekonomik ya da kültürel alanda değil bir itibar edinme ve ülke hakkında olumlu algı oluşturma çabalarını da içermektedir. Ülke imajı kampanyalarında halkla ilişkiler, pazarlama, reklam çalışmaları medya görünürlüğün sağlanması için birincil hedeftir. Bu bağlamda mevcut çalışma ülke imajı kampanyalarında ülke değeri oluşturmayı hedefleyen ülke yönetimlerinin uluslararası platformda stratejik iletişim yönetimi uygulamalarını konu edinmektedir. Buna göre Türkiyenin uluslararası platformda anıldığı Turkey ismini Türkiye olarak değiştirdiği Hello Türkiye projesindeki imaj kampanyası değerlendirilmektedir. Böyle bir kampanya ile Türkiyenin yurt dışında imaj algısı yükseltilmeye çalışılmaktadır. Kampanyanın planlama ve uygulama aşamaları takip edilerek incelenmiştir. Proje konusu, kampanya hedefleri, stratejik planlama, göstergeler, mesajlar, hedef gruplar, görsel kimlik, ve diğer konular PESO modeli çerçevesinde değerlendirilmektedir. Model halkla ilişkiler ve pazarlama kampanyalarında ücretli, kazanılmış, paylaşılan ve sahip olunan medya kanallarının koordineli olarak kullanılmasını ifade etmektedir. Bu model kampanyaların iletişim stratejisine değer katmakta, her bir kanal kampanya mesajlarının duyurumu için oldukça etkin bir şekilde uygulanabilme imkanı tanımaktadır. PESO çerçevesi kullanılarak Türkiyenin Hello Türkiye kampanyasında kullanılan iletişim araçlarına ve medya platformlarına odaklanılmaktadır. İletişim kanallarının entegre edilerek ülke imajı kampanyasının duyurulmasında kampanya planlaması ve stratejik iletişimin kampanyalardaki yeri irdelenmektedir. Araştırma verileri 2024 Haziran ayı içerisinde toplanmıştır. Veriler TC İletişim Başkanlığı web sayfası ve sosyal medya hesaplarından, haber sitelerinden elde edilmiştir. Toplanan bilgiler nitel içerik analizlerinden betimsel analiz ile açıklanmaktadır.

Makale detayları

Building the Country’s Image with the PESO Model: A Strategy Assessment on the ‘Hello Türkiye’ Campaign

Yazarlar:

Deniz Özer Alper

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Çalışmaları | Halkla İlişkiler

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 1, pp.67-89

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001340016

pISSN:

1308-3198

PESO Model

Country Image

Campaign Planning

Communication Strategy

Public Relation

Media Channels.PESO Modeli

Ülke İmajı

Kampanya Planlama

İletişim Stratejisi

Halkla İlişkiler

Medya Kanalları.

Sayı

Makale detayları

Yazarlar: Deniz Özer Alper

Yayıncı: Erciyes University

Ana Başlıklar: İletişim Çalışmaları | Halkla İlişkiler

Dergi: Erciyes İletişim Dergisi Vol.12 Issue 1, pp.67-89

Belge Tipi: Makale

Yayın Tarihi: 1/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001340016

pISSN: 1308-3198

Sayı

Yazarlar:

Deniz Özer Alper

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Çalışmaları | Halkla İlişkiler

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 1, pp.67-89

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001340016

pISSN:

1308-3198