IDEOLOGY, PUBLIC RELATIONS, INTERCULTURALITY AND SOCIAL STRUCTURE: INTERDEPENDENT CONCEPTS THROUGH TURKİYE1

This study analyzes the interdependent relationship between interculturalism, ideology, social structure, and public relations in Turkey. It posits that ideology and social structure provide the framework for intercultural interactions, with public relations functioning as a key managerial tool within this process. The paper specifically focuses on the compulsory transformation in Turkey's communication strategies following the 2011 Syrian crisis. This period marked a distinct shift from externally focused public relations centered on 'soft power' and image management to intercultural public relations practices aimed at ensuring internal social cohesion. The efforts by public, private, and civil society organizations demonstrate the evolution of public relations from an image-management tool into a crucial mechanism for social stability. However, the success of these efforts is contingent upon overcoming structural challenges, such as negative media representations and entrenched ideological prejudices.