It is known that social values that affect individuals' behaviors and goals play an important role in organizational activities and objectives. The empleyees of the corporation or the members of the organization adopt and internalize the corporate or organizational objectives when they are designed in accordance with their social values. It thereby strengthens the likelihood of realization of those goals. In this case, it is also easier to attract the attention of the target audience so as to make it both accept and participate in the activities conducted in harmony with their social values. In this context, “perception management” was generated by the concept of propaganda and looks like it on a large scale. Perception management essentially makes use of the basic data and findings of communication sciences and takes social values into consideration while it operates to change, shape and manage the perception of a religious group, an ethnic community or a whole people with regard to a particular issue. It is known that these kind of work carry out important functions for both international capitalist companies that have a great deal of a market share in different parts of the world and political parties so as to convince a group of people or a nation in a specific matter. The aim of this study which was carried out through the method of literature review is to reveal the importance of social values in perception management.
Keywords : Perception management, Social Values, Communication, Propaganda