Öz
In this study, the communication practices that are influential in transforming organizations to corporate brand shave been analyzed. Thus, there flections of corporate communication activities of the first 20 companies of total number 26 of selected companies in Capital 2011 list on the media coverage during last year have been examined with content analysis method. In this context, the first three newspapers with the highest circulation rate in Turkey had been selected as the sampling of this study. Corporate communication news about the most favored 20 companies in the newspapers with the highest circulation rate in 2011 was classified, and as a result, 15,824 news about those 20 companies were obtained. The newspapers in which these news appear most are respectively Posta, Hürriyet and Zaman. It can be inferred that there is not a direct relation between the number of the news and the enumeration the most favored companies. However, when the corporate communication activities of the respective companies with regard to their being most favored and reputable, a preponderance of organizational communication is noticed. In this respect, issue management, corporate advertising, relations with investors, social responsibility, internal communication and finally media relations seem to have been held. Organizational management is followed by the news on marketing communication.
Anahtar Kelimeler
Corporate Communication Communication Management Stakeholder
Kaynakça
- Argenti, P. (2007) Corporate Communication. New York: McGraw Hill.
- Bae, J. & Cameron, G.T. (2006) Conditioning Effect of Prior Reputation on Perception of Corporate Giving. School of Journalism, USA: University of Missouri-Columbia.
- Cornelissen, J. (2004) Corporate Communications: Theory and Practice. London: Sage Publications Ltd. Daft, R. L. (1998) Organization Theory and Design. Ohio: South Western College Publishing.
- Dowling, G. (2001) Creating Corporate Reputations Identity, Image and Performance. Oxford: Oxford University Press.
- Nakra, P. (2000) Corporate Reputation Management: “CRM” With a Strategic Twist? Public Relations Quarterly, 45,2; ABI/ INFORM Global 1-3.
- Nicodemus, J. (1997). Operational Crises Management. Vol.53, Issue: 6,84, Black and White Photographs, Retrieved February 21, 2012 from http://ehis.ebscohost/ehost, 2-3.
- Olasky, M. N. (1987) Corporate Public Relations. New Jersey: Lawrance Erlbaum Associates Publishers Hillsdale.
- Soydaş, A. U. (2005) Global İşletmelerde Kurum Kimliği ve Kurumsal Marka. P.E. Yayınoğlu (Edited by). Çok Kültürlü Ortamlarda Halkla İlişkiler, Kurumsal İletişim ve Yönetim. İstanbul: İstanbul Ticaret Üniversitesi Yayınları, 29-30.
- Van Riel, C. &Fombrun, C. (2007) Essentials of Corporate Communication. NewYork: Routledge.
- Van Ruler, B. & De Lange, R., Barriers to Communication Management in the Executive Suite, the Netherlands, Retrieved December 27, 2012 from www.sciencedirect.com
REFLECTIONS OF CORPORATE COMMUNICATION ACTIVITIES OF THE COMPANIES IN TURKEY THE IN MEDIA: AN ANALYSIS PERTAINING TO THE COMPANIES IN CAPITAL 500
Öz
In this study, the communication practices that are influential in transforming organizations to corporate brand shave been analyzed. Thus, there flections of corporate communication activities of the first 20 companies of total number 26 of selected companies in Capital 2011 list on the media coverage during last year have been examined with content analysis method. In this context, the first three newspapers with the highest circulation rate in Turkey had been selected as the sampling of this study. Corporate communication news about the most favored 20 companies in the newspapers with the highest circulation rate in 2011 was classified, and as a result, 15,824 news about those 20 companies were obtained. The newspapers in which these news appear most are respectively Posta, Hürriyet and Zaman. It can be inferred that there is not a direct relation between the number of the news and the enumeration the most favored companies. However, when the corporate communication activities of the respective companies with regard to their being most favored and reputable, a preponderance of organizational communication is noticed. In this respect, issue management, corporate advertising, relations with investors, social responsibility, internal communication and
finally media relations seem to have been held. Organizational management is followed by the news on marketing communication.
Keywords: Corporate Communication, Communication Management, Stakeholder
TÜRKİYE'DEKİ KURUMSAL İLETİŞİM FAALİYETLERİNİN MEDYA YANSIMALARI: CAPITAL
500 DERGİSİNDEKİ ŞİRKETLERE YÖNELİK BİR ANALİZ
Öz
Bu çalışmada, örgütlerin kurumsal markalara dönüştürülmesinde etkili olan iletişim uygulamaları incelenmiştir. Buna bağlı olarak, kurumsal iletişim faaliyetlerinin yansımaları, Capital 2011 listesindeki toplam 26 şirketin 20'sinin medyada yer alma biçimleri çerçevesinde, içerik analizi yöntemi ile incelenmiştir. Bu bağlamda, Türkiye'de tirajı en yüksek olan üç gazete, bu çalışmanın örneklemi olarak belirlenmiştir. 2011 yılında tirajı en yüksek olan gazetelerde en beğenilen 20 şirkete ilişkin kurumsal iletişim haberleri sınıflandırılmış ve bunun sonucunda, söz konusu şirketlere ilişkin 15,824 haber toplanmıştır. Bu haberlerin yer aldığı, en yüksek tirajlı gazeteler, sırasıyla; Posta, Hürriyet ve Zaman'dır. Haber sayısı ile en beğenilen şirketlerin sıralanması arasında doğrudan bir ilişki görülmemektedir. Bununla birlikte, en beğenilen ve itibarı yüksek şirketlerin kurumsal iletişim faaliyetleri söz konusu olduğunda, bu şirketlerin ciddi bir örgütsel iletişim gerçekleştirdikleri görülmektedir. Bu çerçevede, konu yönetimi, kurumsal reklamcılık, yatırımcı ilişkileri, sosyal sorumluluk, örgüt içi iletişim ve medya ilişkilerinin ele alındığı belirlenmiştir. Pazarlama iletişimi ile ilgili haberleri, örgütsel yönetim konusundakiler takip etmektedir.
Anahtar sözcükler: Kurumsal İletişim, İletişim Yönetimi, Paydaş
Anahtar Kelimeler
Kaynakça
- Argenti, P. (2007) Corporate Communication. New York: McGraw Hill.
- Bae, J. & Cameron, G.T. (2006) Conditioning Effect of Prior Reputation on Perception of Corporate Giving. School of Journalism, USA: University of Missouri-Columbia.
- Cornelissen, J. (2004) Corporate Communications: Theory and Practice. London: Sage Publications Ltd. Daft, R. L. (1998) Organization Theory and Design. Ohio: South Western College Publishing.
- Dowling, G. (2001) Creating Corporate Reputations Identity, Image and Performance. Oxford: Oxford University Press.
- Nakra, P. (2000) Corporate Reputation Management: “CRM” With a Strategic Twist? Public Relations Quarterly, 45,2; ABI/ INFORM Global 1-3.
- Nicodemus, J. (1997). Operational Crises Management. Vol.53, Issue: 6,84, Black and White Photographs, Retrieved February 21, 2012 from http://ehis.ebscohost/ehost, 2-3.
- Olasky, M. N. (1987) Corporate Public Relations. New Jersey: Lawrance Erlbaum Associates Publishers Hillsdale.
- Soydaş, A. U. (2005) Global İşletmelerde Kurum Kimliği ve Kurumsal Marka. P.E. Yayınoğlu (Edited by). Çok Kültürlü Ortamlarda Halkla İlişkiler, Kurumsal İletişim ve Yönetim. İstanbul: İstanbul Ticaret Üniversitesi Yayınları, 29-30.
- Van Riel, C. &Fombrun, C. (2007) Essentials of Corporate Communication. NewYork: Routledge.
- Van Ruler, B. & De Lange, R., Barriers to Communication Management in the Executive Suite, the Netherlands, Retrieved December 27, 2012 from www.sciencedirect.com
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 26 Ekim 2013 |
| Yayımlandığı Sayı | Yıl 2013 Sayı: 44 - İletişim Fakültesi Hakemli Dergisi |
