REAKTİF HALKLA İLİŞKİLER STRATEJİSİ OLARAK ÖRGÜTSEL SÖYLEMLER ÜZERİNDEN KRİZDE İMAJ DÜZELTME STRATEJİLERİ: BURGER KİNG ÖRNEĞİ

Çiğdem Karakaya Şatır; Zuhal Gök Demir

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REAKTİF HALKLA İLİŞKİLER STRATEJİSİ OLARAK ÖRGÜTSEL SÖYLEMLER ÜZERİNDEN KRİZDE İMAJ DÜZELTME STRATEJİLERİ: BURGER KİNG ÖRNEĞİ

Öz

Bu çalışmanın amacı kriz yaşayan bir örgütün reaktif hakla ilişkiler yönetimi çerçevesinde mevcut söylemlerini imaj düzeltme stratejilerinden hangisi üzerinden yapılandırarak oluşturduğunu ortaya koymaktır. Nitekim imaj düzeltme stratejilerinin simetrik ya da asimetrik bir yaklaşımla ele alınması örgütlerin paydaşlarıyla olan ilişkilerini nasıl yönettiklerine işaret etmesi bakımından önemlidir. Bu doğrultuda Burger King’in yaşadığı “Virüslü Et Krizi”ne yönelik basında yer alan söylemleri Benoit’in (1995) imaj düzeltme stratejileri bağlamında analiz edilmiş ve Burger King’in asimetrik iletişim olarak belirtilen inkar ve olayın büyüklüğünü azaltma stratejilerini kullandığı tespit edilmiştir

Anahtar Kelimeler

İmaj Düzeltme Stratejileri, Reaktif Halkla İlişkiler, Konu Yönetimi, Kriz

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Turkish

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Çiğdem Karakaya Şatır This is me

Zuhal Gök Demir This is me

Publication Date

December 1, 2010

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Year 2010 Number: 14

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https://izlik.org/JA53SD45PX

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Karakaya Şatır, Ç., & Gök Demir, Z. (2010). REAKTİF HALKLA İLİŞKİLER STRATEJİSİ OLARAK ÖRGÜTSEL SÖYLEMLER ÜZERİNDEN KRİZDE İMAJ DÜZELTME STRATEJİLERİ: BURGER KİNG ÖRNEĞİ. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 14, 1-22. https://izlik.org/JA53SD45PX

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Journal of Akdeniz University Faculty of Communication is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC-BY-NC).

REAKTİF HALKLA İLİŞKİLER STRATEJİSİ OLARAK ÖRGÜTSEL SÖYLEMLER ÜZERİNDEN KRİZDE İMAJ DÜZELTME STRATEJİLERİ: BURGER KİNG ÖRNEĞİ

REAKTİF HALKLA İLİŞKİLER STRATEJİSİ OLARAK ÖRGÜTSEL SÖYLEMLER ÜZERİNDEN KRİZDE İMAJ DÜZELTME STRATEJİLERİ: BURGER KİNG ÖRNEĞİ

Öz

Anahtar Kelimeler

IMAGE REPAIR STRATEGIES THROUGH CORPORATE DISCOURSE AS REACTIVE PUBLIC RELATIONS STRATEGY DURING CRISIS: BURGER KING CASE

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