Kurumsal İtibarın Kriz İletişim Stratejileri Üzerine Etkisi

Yıl 2017, Sayı: 27, 116 - 134, 15.06.2017

Engin Çelebi Nilüfer Sezer

https://doi.org/10.31123/akil.437310

Cited By: 3

Öz

Kriz iletişimi üzerine yapılan çok fazla akademik çalışma vardır ve bu çalışmaların sayısı sürekli artmaktadır. Ancak, Türkiye’de kriz iletişimi üzerine yapılan çalışmaların büyük bir bölümü teoriktir ve klasik vaka çalışmalarını içermektedir. Bu çalışmada ise kriz iletişimi üzerine yarı deneysel bir araştırma yapılarak kurumsal itibar algısının kriz iletişimi stratejileri üzerindeki etkisi ölçülmüştür. Araştırma kapsamında Türkiye’deki motorlu araç markaları üzerine farklı kurumsal itibar algısına sahip olan 500 kullanıcı üzerine yarı deneysel bir araştırma yapılmıştır. Araştırma sonucunda, olumlu kurumsal itibar algısının kuruluşun suçlanma derecesini düşürdüğü bulunmuştur. Ayrıca, kurumsal itibarın verilen mesajlara olan inandırıcılığı ve güveni etkilediği sonucu bulunmuştur. Ancak, kriz öncesi düşünceler her ne olursa olsun, kurumsal itibar algısının kuruluşun krizdeki sorumluluğunu azaltmadığı ve hedef kitlelerin düşüncelerini etkilemediği bulgusuna ulaşılmıştır. Çünkü araştırma sonucuna göre, kurumsal itibar algısı fark etmeksizin, krizde sorumluluk alınmaması durumu suçlanma derecesini arttırmış, krizin zarar olduğu nedenleri azaltmaya yönelik verilen mesajlar ise etkili bulunmuştur.

Anahtar Kelimeler

Halkla İlişkiler, Kriz İletişimi, Kurumsal İtibar, Kriz Müdahale Stratejileri

Kaynakça

• Boynton, L. ve Dougall, E. (2006). “The Methodical Avoidance of Experiments in Public Relations Research.” PRism. Vol. 4 (1) : 1-14.
• Brown, K. A. ve White, C. L. (2010). “Organization–Public Relationships and Crisis Response Strategies: Impact on Attribution of Responsibility.” Journal of Public Relations Research. Vol. 23 (1) : 75-92.
• Callison, C. (2004). “The Good, the Bad, and the Ugly: Perceptions of Public Relations Practitioners.” Journal of Public Relations Research. Vol. 16 (4) : 371-389.
• Coombs, W. T. (1999). “Information and Compassion in Crisis Responses: A Test of Their Effects.” Journal Of Public Relations Research. Vol. 11 (2): 125-142.
• Coombs, W. T. (2007a). “Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory.” Corporate Reputation Review. Vol. 10 (3): 163-176.
• Coombs, W. T. (2007b). “Attribution Theory as a Guide for Post Crisis Communication Research.”, Public Relations Review. Vol. 33: 135-139.
• Coombs, W. T. (2015). “The Value of Communication During a Crisis: Insights from Strategic Communication Research.” Business Horizons. Vol. 58: 141-148.
• Coombs, W. T. ve Holladay, S. J. (1996). “Communication and Attributions in a Crisis: An Experimental Study in Crisis Communication.” Journal of Public Relations Research. Vol. 8 (4): 279-295.
• Coombs, W. T. ve Holladay, S. J. (2001). “An Extended Examination of the Crisis Situations: A Fusion of the Relational Management and Symbolic Approaches.” Journal of Public Relations Research. Vol. 13 (4): 321-340.
• Coombs, W. T. ve Holladay, S. J. (2002). “Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory.” Management Communication Quarterly. Vol. 16 (2): 165-186.
• Coombs, W. T. ve Holladay, S. J. (2009). “Further Explorations of Post-crisis Communication: Effects of Media and Response Strategies on Perceptions and Intentions.” Public Relations Review. Vol. 35 (1): 1-6.
• Fombrun, C., Gardberg, N. A. ve Sever, J. M. (2013). “The Reputation QuotientSM: A Multistakeholder Measure of Corporate Reputation.” Journal of Brand Management. Vol. 7 (4): 241-255.
• Goodman, M. B. (2006). “Corporate Communication Practice and Pedagogy at the Dawn of the New Millennium.” Corporate Communications: An International Journal. Vol. 11 (3): 196-213.
• Ha, J. H. ve Riffe, D. (2015). “Crisis-related Research in Communication and Business Journals: An İnterdisciplinary Review from 1992 to 2011.” Public Relations Review. Vol. 41: 569-578.
• Hannington, T. (2003). How to Measure and Manage Your Corporate Reputation. England: Gower.
• Heide, M. ve Simonsson, C. (2014). “Developing İnternal Crisis Communication.” Corporate Communications: An International Journal. Vol. 19 (2): 128-146.
• Hon, L. C. ve Grunig, J. E. (1999). “Guidelines for Measuring Relationships in Public Relations.” Institute for Public Relations. 1-40.
• Huang, Y. (2008). “Trust and Relational Commitment in Corporate Crises: The Effects of Crisis Communicative Strategy and Form of Crisis Response.” Journal of Public Relations Researc., Vol. 20: 297-327. Huang, Y. ve Su, S. (2009). “Public Relations Autonomy, Legal Dominance, and Strategic Orientation as Predictors of Crisis Communicative Strategies.” Journal of Business Ethics. Vol. 86: 29-41. Jin,Y., Pang, A. ve Cameron, G.T. (2012). “Toward a Publics-Driven, Emotion-Based Conceptualization in Crisis Communication: Unearthing Dominant Emotions in Multi-Staged Testing of the Integrated Crisis Mapping (ICM) Model.” Journal of Public Relations Research. Vol. 24: 266-298.
• Jin, Y., Liu, B.F., Anagondahalli, D. ve Austin, L. (2014). “Scale Development for Measuring Publics’ Emotions in Organizational Crises.” Public Relations Review. Vol. 40: 509-518.
• Ki, E. ve Brown, K.A. (2013). “The Effects of Crisis Response Strategies on Relationship Quality Outcomes.” Journal of Business Communication. Vol. 50 (4): 403-420.
• Kim, S. (2011). “Transferring Effects of CSR Strategy on Consumer Responses: The Synergistic Model of Corporate Communication Strategy.” Journal of Public Relations Research. 23(2): 218- 241.
• Laufer, D. ve Coombs, W. T. (2006). “How Should a Company Respond to a Product Harm Crisis? The Role of Corporate Reputation and Consumer-Based Cues.” Business Horizon., Vol. 49: 379-385.
• Lyon, L. ve Cameron, G.T. (2004). “A Relational Approach Examining The Interplay Of Prior Reputational and Immediate Response to a Crisis.” Journal of Public Relations Research. Vol. 16 (3): 213-241.
• Mengü, S. (2005). “Küresel Halkla İlişkiler ve Kamusal Alan”, İstanbul Üniversitesi İletişim Fakültesi Dergisi. Sayı 23: 179-185.
• Park, H. ve Reber, B. H. (2011). “The Organization-Public Relationship and Crisis Communication: The Effect of the Organization-Public Relationship on Publics’ Perceptions of Crisis and Attitudes Toward the Organization.” International Journal of Strategic Communication. Vol. 5: 240–260.
• Poppo, L. ve Schepker, D.J. (2010). “Repairing Public Trust in Organizations, Corporate Reputation Review.” Vol. 13 (2): 124-141.
• Raithel, S. ve Schwaiger, M. (2015). “The Effects of Corporate Reputation Perceptions of the General Public on Shareholder Value.” Strategic Management Journal. Vol. 36: 945-956.
• Sisco, H. F. (2012.) “Nonprofit in Crisis: An Examination of the Applicability of Situational Crisis Communication Theory.” Journal of Public Relations Research. Vol. 24: 1-17.
• Vercic, A. T. ve Vercic, D. (2007). “Reputation as Matching Identities and Images: Extending Davies and Chun’s (2002) Research on Gaps between the Internal and External Perceptions of the Corporate Brand.” Journal of Marketing Communications, Vol. 13 (4): 277-290.
• Verhoeven, P., Tench, R., Zerfass, A., Moreno, A. ve Vercic, D. (2014). “Crisis? What crisis? How European professionals handle crises and crisis communication.” Public Relations Review. Vol. 40: 107– 109.
• Womack, J. P. ve Jones, D.T. (2010). Yalın Düşünce. Çev. Oygur Yamak. İstanbul: Optimist Yayınları. Engin Çelebi - Nilüfer Sezer