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Abstract


AN EVALUATION ON PUBLIC RELATIONS STUDENTS 'PROFESSIONAL COMMUNICATION COMPETENCIES THROUGH POOL BULLETIN WRITING PRACTICE

According to reasearches, only the 60 percent of the news that are being published in mass media are press bulletin rooted. Yet, again according to the researches, only about the 10 percent press bulletins that are sent in order to be published as news on massmedia are considered as news. These data prove the importance of writing good press bulletins. In this work, the principles that must be paid attention to when writing about press bulletin, one of the most used communication means in public relations is included and the professional communication competence of the public relation students through the execution of press bulletin writing is examined. This work is informative about press bulletin, and it states what qualities press bulletins must have to be considered as news. The discoveries of the researches on the subject also show the importance of press bulletins having news quality and complying with the news writing rules in the evaluation of press bulletins. In the last part of this study, the high incidence problems in public relation students’ press bulleting writing practices are stressed. The problems observed in public relations students' press release and their professional communication competencies are listed as followed: Understanding the subject incorrectly and incompletely, not followingthe agenda, developments, not using the information, not questioning, evaluating with their own perspectives or feelings, not stating the source, not questioning the validity of the data, ignoring the news value and the interest of the target audience, indifference to the environment, avoiding research and learning, not to pay attention to different narration, grammar and news writing rules.



Keywords
Public relations, press bulletin, mass media, news value.



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