An NGO’s Approach to Social Networks as Public Relations Tools: HAYTAP Animals Rights Federation

The research focuses on examining the possibility of social networks role in transforming the practice of public relations in an NGO in Turkey. Social networks have become one of the tools that are being used by public relations practitioners, as a result of diffusion of new communication technologies. On the other hand, the concept of ethical and excellent public relations has been defined as dialogic public relations, which is based on the concept of dialogue. The research was grounded on two questions: How is public relations perceived and will social networks support the expectations of excellent public relations? Within this context, a qualitative analysis was made by interviewing in depth with the President of HAYAP Animal Rights Federation, the only animal rights federation in Turkey. The findings were discussed through the issues indicated above.