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

Year 2010, Issue: 14, 1 - 22, 01.12.2010

Çiğdem Karakaya Şatır Zuhal Gök Demir

Abstract

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

Keywords

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

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

Abstract

The purpose of this study is to display image repair strategies of an organization facing crisis in terms of reactive public relations management. In fact, it is important that evaluating image repair strategies as symmetrical or asymmetrical approach indicates how an organization manages the relationships with its stakeholders. Accordingly Burger King’s discourse covered in media about contaminated meat crisis has been analysed within the context of Benoit’s (1995) image repair strategies, and it has been observed that Burger King has used denial strategy and reducing offensiveness of an event strategy, which are explained as asymmetric communication

Keywords

Image Repair Strategies, Reactive Public Relations, Issue Management, Crisis

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