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

Yıl 2020, Cilt: 21 Sayı: 2, 93 - 105, 01.07.2020

Halit Buluthan Çetintaş

Öz

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.

Anahtar Kelimeler

İletişim planı, örgütsel iletişim, stratejik iletişim

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

Öz

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

Anahtar Kelimeler

Communication plan, organizational communication, strategic communication

Kaynakça

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