Sosyal Sorumluluk ve Sürdürülebilirlik Odaklı Halkla İlişkiler: Duyarlı İletişim Stratejileri

This study comprehensively discusses the evolution of social responsibility in public relations and the concept of sustainable public relations. The sensitivity of societies to increasing environmental, social and economic problems directs businesses and organizations to adopt a more ethical, transparent and responsible communication approach. The role of public relations in promoting social responsibility projects, supporting sustainability principles and developing sensitive communication strategies was examined within the scope of this study. Additionally, the study discusses the central role played by public relations in promoting social responsibility in the context of responsive communication strategies. In this context, problems such as difficulties in implementing sustainability, lack of resources, focus on short-term gain and balancing different expectations of stakeholders are emphasized. At the same time, how active participation of stakeholders can be achieved through sustainable public relations, participatory communication models and transparent dialogue processes were evaluated. The impact of digital media on sustainable public relations strategies is discussed in the light of rapidly changing communication dynamics. It has been examined how social media platforms make it easier for sustainability-focused campaigns to reach large audiences, while also bringing about a demand for higher transparency and accountability. In addition, measuring the effectiveness of sustainable public relations was examined with qualitative and quantitative evaluation methods. Finally, future trends in social responsibility and sustainability in public relations are discussed. In particular, it has been discussed how elements such as technology integration and artificial intelligence will shape this field. The study aims to contribute to sustainable public relations practice at both academic and practical levels through these issues. Keywords: Public Relations, Social Responsibility, Sustainability, Responsive Communication, Social Media.