A THEORETICAL STUDY ON THE MEANING OF TRUST IN PUBLIC RELATIONS

Abstract

Trust is one of the most important elements of the relationship between two living things. In the absence of trust, all forms of business, relationship and communication cannot fully achieve their goals. Trust is also very important in the communication of an individual with institutions. Trust is very important both in the communication of institutions with their internal target groups and in their communication with the public. Trust has a very important position in terms of public relations, which is to understand the public closely, to communicate with the public, to carry out planned activities between the institution and the public by analyzing the data obtained about the public. Trust is the basis of the positive image and reputation that will be formed by public relations activities. In this study, the place and relationship of the concept of trust in public relations has been discussed, what the concept of trust means in public relations has been researched, and it has been revealed that public relations is a field of activity based on trust, based on the evaluations presented in the literature.