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This paper examines the engagement of public relations (PR) in advancing sustainability within Turkey, exploring both current contributions and future potential. It analyzes how PR professionals and scholars conceptualize sustainability, revealing divergent perspectives within the industry. The study delves into the perceived roles and responsibilities of PR professionals in driving sustainable initiatives, highlighting the key challenges hindering their impact. Ultimately, the research identifies essential knowledge and skills needed to empower Turkish PR to effectively contribute to a more sustainable future.

This study employs a qualitative research approach using semi-structured in-depth interviews with two distinct groups: experienced PR professionals holding director positions in agencies and corporate communication departments, and PR professors with at least five years of teaching experience in Turkey.

The findings reveal a dynamic, yet complex, landscape of sustainability within the Turkish PR industry. While PR professionals are actively integrating sustainability into strategic initiatives and emphasizing measurable impact, they face barriers to full integration, and their conceptualization of sustainability often differs from that of PR scholars. The findings point to a critical need for targeted education and professional development to better equip Turkish PR practitioners to drive sustainable development.

Methodologically, the incorporation of representative groups, consisting of senior communication professionals and professors, offers valuable insights that can inform improvements in PR practices, enhance PR education, and advance the understanding of sustainability within the field of communication within the specific context of Turkey.

The purpose of this paper is to compare corporate values of companies that exist in a volatile, uncertain, complex and ambiguous environment via semantic network analysis (SNA) approach. A secondary aim is to juxtapose these values with the expected values in turmoil from a cross-cultural perspective.

The paper examines values statements of companies in Fortune 500 rankings of Turkey and the USA in 2016. The data regarding expected values in turmoil are obtained through expert appraisal from 20 public relations scholars from each country. SNA method is applied in both stages of the study.

Findings show several common values for Turkish and American companies (e.g. customer focused and honest). However, Turkey reflects developing country values, such as “development oriented,” while American companies have post-materialist values, such as “respectful.” According to academicians’ perspectives, ideal corporate values should represent long-term orientation and relationship building.

To the best of the authors’ knowledge, this is the first comparative study to take a network approach in the systematic examination corporate values in a business world that is threatened by crisis. Therefore, the results will generate implications for the corporate literature in addition to providing guidelines for corporate communication professionals.

This study is innovative in both context and methodology, comparing corporate values that exist in different sociocultural contexts via SNA, an approach which allows in-depth cultural analysis based on quantitative data.

Stakeholder engagement takes center stage in the modern framework of Sustainable Development Goals (SDGs) communication. Achieving SDGs requires active involvement from organizations, with corporate commitment to sustainability now extending beyond mere compliance. This shift signifies a dedicated effort to meet the diverse expectations of stakeholders at large.

Built on the foundation of stakeholder theory, this chapter serves a dual purpose. Firstly, it seeks to examine the trends and engagement strategies employed by organizations in the realm of SDGs. Additionally, it aspires to offer guidance and recommendations for corporations aiming to enhance their SDG-themed strategic communication efforts through insightful and creative interactions. In pursuit of these goals, the study analyzes projects awarded in the SDG category at the Cannes Lions Festival of Creativity, utilizing the content analysis method.

The findings reveal that the campaigns fall short of harnessing the full potential of collaborations, indicating a lack of partnership between the private and civil sectors. Additionally, certain stakeholder groups are not effectively engaged, and some SDGs are underemphasized. This study highlights the crucial role of effective communication within campaigns, emphasizing the need to cultivate awareness, shape attitudes, and induce behavioral shifts.