CORPORATE SUSTAINABILITY COMMUNICATION FROM PUBLIC RELATIONS PERSPECTIVE AND A CASE STUDY

The concept of sustainability in its current sense had been proposed first in the year 1987 as a solution for the greed of competition of the humankind which may bring the end of the world and in time had taken its place within the institutional management processes as an approach which must be internalized by the institutions. In order this strategy which is called as institutional sustainability to meet both the common social expectations and to maintain its own sustainability, social collaboration is required. And the unique element for maintaining social collaboration is constituted by sustainability communication applications, integrated with the institutional sustainability stratagies. This study aims to analyse the theoretical and practical framework of the sustainability communication activities from public relations perspective under the context of corporate sustainability strategies. Starting from this aim, the tools and methods which are used for sustainability communication are dealt with over the axis of institutional basis and they are specifically assesed over Anadolu Efes sustainability communication as a practical example. In the study, it is argued that stakeholder communication conducted by public relations ran under the context of institutional sustainability practices play a key role for making the stakeholders efficient actors of environmental and social transformation and for attaining the determined targets of sustainability. The expected effect is that sustainability activities which are fed by communication would transform its stakeholders into volunteering envoys and would make its healing effect in the social, economic and environmental life to be felt on all sections of the society