Stratejik İletişim Planlaması ile Kurumsal İletişim Stratejisinin Geliştirilmesi: Literatüre Dayalı Bir Yaklaşım

Abstract

İletişim stratejisi, kurumun hedef kitlesine karşı etkin olmak için kullandığı bütüncül bir planlama yaklaşımıdır. Kurumsal iletişim stratejisini oluşturmak için bir yol haritasına ihtiyaç vardır. Bu harita, stratejik iletişim planıdır. Bu plan, kurumsal iletişim stratejisinin başarı sağlanmasına yardımcı olacak bir unsurdur. Böyle bir iletişim planı geliştirmek, önceliklerin belirlenerek en önemli görevlere odaklanmayı sağlayacak ve kurumsal kaynakları en iyi şekilde kullanmaya yardımcı olacaktır. Çalışma, stratejik yönetim sürecine ve bir kurumsal iletişim stratejisinin nasıl geliştirilebileceği konusuna odaklanmaktadır. Bu kapsamda kurumsal iletişim, stratejik iletişim ve kurumsal iletişim stratejileri kavramsal olarak incelenmiş ve stratejik yönetim süreci ile ilişkilendirilmiştir.

Keywords

• İletişim planı, örgütsel iletişim, stratejik iletişim

Developing Corporate Communication Strategy with Strategic Communication Planning: A Literature-Based Approach

Abstract

Communication strategy is a holistic planning approach that organization uses to be effective against target audience. A roadmap is needed to create corporate communication strategy. This map is a strategic communication plan and an element that will help success of corporate communication strategy. Developing a communication plan will help to identify priorities, focus on important tasks and use resources. The study focuses on the strategic management process and how to develop a corporate communication strategy. In this context, corporate communication, strategic communication and corporate communication strategies are examined conceptually and associated with strategic management process

Keywords

• Communication plan, organizational communication, strategic communication

References

1. Anselmo, D. (2010). Marketing demystified: A self-teaching guide. New York: McGraw-Hill.
2. Argenti, P., Howell, R. ve Beck, K. (2005). The strategic communication imperative. MIT Sloan Management Review, 46(3), 82-89.
3. Austin E. W. ve Pinkleton, B. E. (2015). Strategic public relations management: Planning and managing effective communication programs. New York: Routledge.
4. Baines, P., Egan, J. ve Jefkins, F. (2004). Public relations: Contemporary issues and techniques. Burlington: Elsevier.
5. Beger, R. (2018). Present-day corporate communication: A practice-oriented, state- of-the-art guide. Hong Kong: Springer.
6. Bryson, J. M. (2011). Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement. San Francisco: John Wiley.
7. Christensen, L.T. ve Cornelissen, J. (2011). Bridging corporate and organizational communication: Review, development and a look to the future. Management Communication Quarterly, 25(3), 383-414.
8. Christensen, L. T., Morsing, M. ve Cheney, G. (2008). Corporate communications: Convention, complexity and critique. London: SAGE.

9. Coombs, W. T. ve Holladay, S. (2010). PR strategy and application: Managing influence. New Jersey: Wiley.
10. Copley, P. (2004). Marketing communications management: Concepts and theories, cases and practices. Burlington: Elsevier.
11. Cornelissen, J. (2004). Corporate communications: Theory and practice. London: SAGE.
12. Çınarlı, İ. (2009). Stratejik iletişim yönetimi. İstanbul: Beta Yayıncılık.
13. Dolphin, R. R. (2000). The fundamentals of corporate communication. Jordan Hill: Butterworth-Heinemann.
14. Doorley, J. ve Garcia, H. (2007). Reputation management: The key to successful public relations and corporate communication. New York: Routledge.
15. Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58.
16. Fill, C. (2009). Marketing communications: Interactivity, communities, and content. New Jersey: Pearson.
17. Göksel, A. B. (2013). Stratejik halkla ilişkiler yönetimi. Ankara: Nobel Yayıncılık.
18. Hallahnan, K., Holzthausen, D., van Ruler, B., Vercic, D. ve Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3-35.
19. Halloran, R. (2007). Strategic communication. Parameters, 37(3), 4-14.
20. Lindenmann, W. K. (2003). Guidelines for measuring the effectiveness of pr programs and activities. Florida: The Institute for Public Relations.
21. Lindenmann, W. K. (2005). Putting pr measurement and evaluation into historical perspective. Virginia: The Institute for Public Relations.
22. Michaelson, D. ve Macleod, S. (2007). The application of 'best practices' in public relations measurement and evaluation systems. Public Relations Journal, 1(1), 1-14.
23. Moriarty, S., Mitchell, N. ve Wells, W. (2012). Advertising and imc: Principles and practice. New Jersey: Pearson.
24. Oliver, S. (2010). Public relations strategy. London: Kogan Page.
25. Pelsmacker, P., Geuens, M. ve Bergh, J. V. (2010). Marketing communications: A european perspective. New Jersey: Pearson.
26. Plowman, K. D. (2013). Creating a model to measure relationships: US Army strategic communication. Public Relations Review, 39(5), 549–557.
27. Seitel, P. F. (2011). Practice of public relations. New Jersey: Prentice Hall.
28. Shelby, A. N. (1993). Organizational, business, management, and corporate communication: An analysis of boundaries and relationships. The Journal of Business Communication, 30(3), 241-267.
29. Stacks, D. W. (2008). Public relations evaluation. The international encyclopedia of communication içinde (4000-4007. ss.). Malden: Blackwell. B. strategy. Communicare: Journal for Communication Sciences in Southern Africa, 19(2), 1-33. for developing corporate communication
30. Steyn, B. (2004). From strategy to corporate communication strategy: A conceptualization. Journal of Communication Management, 8(2), 168-183.
31. Steyn, B. ve Puth, G. (2000). Corporate communication strategy. Sandton: Heinemann Publishers.
32. Şatır, Ç. K., Sümer, F. E. ve Demir, Z. G. (2015). Stratejik halkla ilişkiler ve uygulamaları. Ankara: Nobel Yayıncılık.
33. Theaker, A. (2006). Halkla ilişkilerin el kitabı. İstanbul: Mediacat.
34. Thompson, J. L. (1997). Strategic management: Awareness and change. London: Thompson Business Press.
35. Tokgöz, N. (2012). Stratejik yönetim ve kurumsal ı̇letişim. Kurumsal iletişim içinde (24-45. ss.). Eskişehir: Anadolu Üniversitesi Yayınları.
36. van Riel, C. B. (1995). Principles of corporate communication. New York: Prentice Hall.
37. van Riel, C. B. (2003). Defining corporate communication. Corporate communication: A strategic approach to building reputation içinde (21-40. ss.). Oslo: Gyldendal Norsk Forlag.
38. van Riel, C. B. ve Fombrun, C. J. (2007). Essentials of corporate communication. New York: Routledge.
39. West, C. (1995). Communications research. Strategic public relations içinde (195- 212. ss.). London: MacMillan.
40. Wreford, A. (1995). Planning for corporate communications. Strategic public relations içinde (10-23. ss.). London: MacMillan.
41. Zerfass, A. ve Huck, S. (2007). Innovation, communication, and leadership: New developments in strategic communication. International Journal of Strategic Communication, 1(2), 107-122.