KRİZ YÖNETİMİNDE KRİZ İLETİŞİMİNİN ÖNEMİ: NİKE ÖRNEĞİ

Öz

Günümüzde kurumların faaliyetlerini sürdürebilmeleri, içinde bulunduğumuz ekonomik ve politik koşullar nedeniyle yeterince zor olmakla birlikte, beklenmedik zamanlarda ortaya çıkan krizler, kurumların sürdürülebilir başarılarını, hatta kimi zaman varlıklarını tehlikeye sokabilmektedir. Kurumun büyüklüğü, sektördeki yeri, ekonomik gücü gibi unsurlar dahi kurumun krizle karşı karşıya kalmasını veya krizle karşı karşıya kaldığında zarar görmesini engelleyememektedir. Kriz esnasında uygulanacak kriz iletişiminin önemini kavrayamayan kurumlar krizden çok büyük zararla çıkmaktadırlar. Literatür taraması yapılarak hazırlanan bu çalışmanın konusu, kriz iletişiminde uygulanabilecek başlıca strateji ve taktiklerin incelenmesi ve örnek vaka çalışmasının değerlendirilmesidir. Çalışmanın amacı; kurumlara krizle başa çıkabilmeleri için uygulanabilecek kriz iletişim stratejileri hakkında bilgi vermek ve güçlü bir geçmiş ve ekonomik yapıya sahip Nike’ın yaşadığı kriz sürecini, kriz iletişim stratejilerini ve etkilerini değerlendirerek kurumlar için örnek teşkil etmesine yardımcı olmaktır. Çalışmanın bulgularında, krizin etkilerinin, kurumun uygulayacağı iletişim stratejileri ile azaltılıp çoğaltabileceği, bununla birlikte kurumların karşı karşıya kaldıkları krizlerde kullandıkları kriz iletişim stratejilerini ancak etik, gerçeğe dayalı temeller üzerine oturttuklarında krizle başa çıkma konusunda başarı sağlayabilecekleri gözlemlenmiştir.

Anahtar Kelimeler

• Kriz,
• Kriz İletişimi
• Kriz Yönetimi
• Etkili Kriz Yönetimi

THE IMPORTANCE OF CRISIS COMMUNICATION IN CRISIS MANAGEMENT: NIKE CASE

Öz

existence because of the economic and political circumstances, when a crisis occurs at the most unexpected time for the company, it endangers the sustainable success of the company and even risks the existence of the company. Even the facts such as size, economic power of the company or position within the sector cannot prevent the company from facing a crisis or from suffering because of a crisis. If companies do not understand the importance of crisis communication in a crisis, they suffer tremendously during and after the crisis. This article is prepared with literature review and the subject of this article is to examine the essential strategies and tactics of crisis management and crisis communication and evaluate the case study. The object of this article is to inform companies regarding applicable crisis communication strategies in order to cope with the crisis and to evaluate crisis communication strategies and tactics of Nike’s, who has a strong history and economical structure, so that the companies can take it as an example to lighten their way. In the findings of the study, it has been observed that the effects of the crisis could be reduced or multiplied due to the communication strategies applied by the company and furthermore, that the companies can achieve success in dealing with the crisis if only their crisis communication strategies are used ethically and based on accurate information.

Anahtar Kelimeler

• Crisis
• Crisis Communication
• Crisis Management
• Effective Crisis
• Management

Kaynakça

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