Kültürel Semboller ve Halkla ilişkiler: Yerel ve Küresel Yaklaşımlar

This study has comprehensively examined the critical role of cultural symbols in public relations in creating brand identity, connecting with audiences, and executing successful public relations campaigns. Cultural symbols serve not only as visual or symbolic elements when shaping the identity of brands, but also as an important means of establishing emotional and cultural bonds with target audiences. It was also emphasized in the study that these ties create a feeling of trust, belonging and shared values in consumers, thus having the potential to increase brand loyalty. For public relations professionals, the use of cultural symbols is of critical importance in various areas such as crisis management, consumer relations and social responsibility, beyond creating brand identity. Cultural symbols help a brand connect deeply with its target audience and appeal to their emotional world. Brands that communicate in harmony with local culture and traditions gain deeper acceptance within that community. At the same time, cultural symbols contribute to the brand gaining a competitive advantage in the international arena by managing the way it is perceived in local communities and the global market. With the global access opportunities brought by the digital age, the potential of brands to reach a global audience through cultural symbols has increased. However, this also brings with it the requirements of cultural sensitivity and ethical responsibility. It is critical for a brand to be careful when communicating with cultural symbols to avoid potential misunderstandings and avoid situations that could cause a negative reaction among consumers. Symbols used in harmony with local cultural values enable brands to establish strong ties with local communities and receive support from these ties. Additionally, integrating cultural symbols with universal themes increases the ability of brands to exist in global markets and contributes to effective communication at the international level. The effectiveness of cultural symbols is evaluated through criteria such as audience engagement, brand recall and sentiment analysis. Social listening tools and ethnographic research are critical to understanding how cultural symbols are perceived and resonate. Using these tools together provides a solid framework for evaluating the impact of cultural symbols in public relations. Key Words: Cultural Symbols, Public Relations, Local Approaches, Global Approaches, Brand Identity