The Effects of New Media Applications to Public Relations Studies: An Examination by Tetrad Theory with Examples on Corporate Social Responsibility Campaign

Public relations is a communication process that creates a positive impression by transmitting the strategically designed positive message, the right target mass, with the right tools and at the right time. Corporate Social Responsibility (CSR) campaigns are one of the most important application tools that enable positive impressions on target groups in Public Relations subjects. Public relations studies are becoming more efficient, faster, more capable of retrieving back information and equipped with similar features with new media applications; on the other hand, it has become more open-minded, faster consumed and erased from memories, a form requiring more creative ideas and practice. All these positive and negative effects in the context of communication and new media are in the answers of questions of Marshall McLuhan s theory of Tetrad, of what new media tools and practices have developed and differentiated, lost or compensated for. In this study, the effects of new media applications in the context of public relations are examined through Tetrad theory and CSR campaign examples.