TÜRKİYE'DEKİ BÜYÜK ŞİRKETLER, KRİZ YÖNETİMİ SIRASINDA NASIL ÖZÜR DİLEME STRATEJİLERİ KULLANIYOR? BİR TÜR ANALİZİ ÇALIŞMASI

Öz

Bu makale, şirketlerin iddia edilen hata veya suistimal iddiaları sonrasında yaptıkları kurumsal özürleri, kriz yönetiminin önemli bir parçası ve kendine özgü bir tür olarak ele almaktadır. Tür analizi yöntemiyle, Türkiye’deki büyük şirketlerin özür dileme süreçleri, bu özürlerin amaçları ve kullanılan iletişim stratejileri incelenmektedir. Çalışma, büyük şirketlerin kamuoyuna yönelik yayınladığı 14 özür metnine odaklanmaktadır. Araştırma, bu özürlerin sadece itibar ve güveni yeniden kazanmayı hedeflemediğini, aynı zamanda iletişimde bir pazarlık süreci ve stratejik bir konumlandırma aracı olarak kullanıldığını ortaya koymaktadır. Elde edilen bulgular, tür analizinin önemini vurgularken, kriz yönetimi uzmanlarına etkili özür stratejileri konusunda değerli içgörüler sunmaktadır.

Anahtar Kelimeler

• kurumsal özürler
• kriz yönetimi
• tür analizi
• itibar onarımı
• iletişim stratejileri

HOW APOLOGY STRATEGIES ARE EMPLOYED BY LARGE CORPORATIONS IN TURKEY DURING CRISIS MANAGEMENT: A GENRE ANALYSIS STUDY

Öz

Bu makale, şirketlerin iddia edilen hata veya suistimal iddiaları sonrasında yaptıkları kurumsal özürleri, kriz yönetiminin önemli bir parçası ve kendine özgü bir tür olarak ele almaktadır. Tür analizi yöntemiyle, Türkiye’deki büyük şirketlerin özür dileme süreçleri, bu özürlerin amaçları ve kullanılan iletişim stratejileri incelenmektedir. Çalışma, büyük şirketlerin kamuoyuna yönelik yayınladığı 14 özür metnine odaklanmaktadır. Araştırma, bu özürlerin sadece itibar ve güveni yeniden kazanmayı hedeflemediğini, aynı zamanda iletişimde bir pazarlık süreci ve stratejik bir konumlandırma aracı olarak kullanıldığını ortaya koymaktadır. Elde edilen bulgular, tür analizinin önemini vurgularken, kriz yönetimi uzmanlarına etkili özür stratejileri konusunda değerli içgörüler sunmaktadır.

Anahtar Kelimeler

• kurumsal özürler
• kriz yönetimi
• tür analizi
• itibar onarımı
• iletişim stratejileri

Kaynakça

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